The maximum cost-per-click for a biddable item, which is the highest amount that you are willing to pay per click. Note that often you'll pay less than the max CPC because in each auction, the most you'll pay is what's needed to rank higher than the advertiser immediately below you.
A biddable item can either inherit the max CPC setting from its parent ad group or override the ad group and set its own max CPC. If a biddable item is inheriting the max CPC, this column displays the inherited value. Otherwise this column displays the max CPC that has been explicitly set for a biddable item.
You can change the max CPC for a biddable item by changing the value in this column. If you're already overriding the ad group's max CPC, you can return to inheriting from the ad group by removing the value from this column (Search Ads 360 will replace it with the inherited value).
If the biddable item is managed by a bid strategy:
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The bid strategy automatically sets the value in this column.
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The bid strategy evaluates the max CPC multiple times a day and may adjust this value as high as the biddable item's Max bid setting and as low as the biddable item's Min bid setting.
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You can override the bid strategy's bid by changing the value in this column.
You can use this column in a formula column by specifying the Max_CPC, Product_target_max_CPC, or Product_group_max_CPC variable.
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Click the Keywords tab or click the Targets▼ tab, and then click Product groups.
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Above the performance summary graph, click the Columns button.
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In the Search for columns box, type the column name and press the Enter key.
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Click + next to the column name in the Available columns list.
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Click Apply.
If you scope to an advertiser and view this column:
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The column displays --- for keywords in engine accounts other than Google Ads and Yahoo! Gemini.
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You cannot edit the value in the column. Scope to a specific engine account or lower to edit the value.