When setting up a search network campaign for a client, the bidding strategy they should use to achieve the maximize number of clicks of the ads is the automatic cost per click (CPC). A bidding means that pay for each click on ads. For CPC bidding campaigns set a maximum cost per click bid or simply maximum CPC that is the highest amount that the company is willing to pay for a click on the ad unless the setting bid adjustments or using enhanced CPC. The maximum CPC is the most the company typically be charged for a click but often be charged less, sometimes much less. The final amount that is charged for a click is called the actual CPC.