Optimize for clicks and traffic

• See the effect of different keyword bids. You can optimize your keyword bids using the  Traffic Estimator tools. Enter a new maximum CPC amount into either tool to see how your keywords might perform at that bid amount.
• Increase the bids for valued keywords to improve your ad position. Because ads with higher positions tend to receive more clicks, you're likely to gain an increase in traffic. However, it's important to experiment with different bids to identify which ad positions are the most cost-effective. Appearing in the top position can seem like a great goal, but it may be too expensive and not provide you with the best return on investment.
• Try automatic bidding, a feature that automatically adjusts your cost-per-click (CPC) bids in order to get you the most traffic available within your budget.
• Experiment with a higher budget to allow your ads to show more often (only for campaigns that are currently limited by budget). If you can't increase the campaign's budget but want to increase the traffic to those ads, consider reallocating budget from some of your other campaigns.
• Use the recommended budget to help choose a budget amount. For budget limited campaigns, you can use the recommended daily budget to help receive as much of the traffic that's available to you.
• Bid to appear on the first page of paid search results. The firstpage bid estimates approximates the CPC bid needed for your ad to reach the first page of Google search results when a search query exactly matches your keyword. To maximize traffic to your ad, consider using the first page bid estimate as a basis for your bidding strategy.
• See what you're missing. Use the impression share report in your account to see the percentage of possible impressions that your ads could have received if your campaign budgets were higher. You'll see the percentage of searches your ad didn't show for due to daily budget restrictions. Use this data to consider if that missed traffic is important enough to increase your budget in order to regain those additional impressions.