Q. Which bidding factor directly determines how much you pay per click at auction time?

A
The number of friends you have on Facebook
B
The weather
C
The speed of your computer
D
Your maximum cost-per-click bid (your bid limit)
Solution:

The cost guide points out you set a max CPC bid Google then often charges slightly above the next competitor bid divided by QS But fundamentally, your bid cap is what limits your spend per click.

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