What is the most you're willing to bid on a keyword for a ppc campaign? I typically do 5 cents but I'll go as high as 10 cents for my top converting sections. In fact, here's a trick I use. Most people set their maximum bids to 5 cents, 10 cents, or 15 cents. So what I do to one-up the competition is set my max bid to 6 cents or 11 cents. This way, I am effectively bidding in the same pool as all of the 5 cent guys, but I am more likely to be ranked slightly higher for competitive keywords.