Answers
Should I use a maximum CPC cap?
With manual or enhanced bidding, yes. With Smart Bidding, it usually strangles the campaign.
The short answer
With manual or enhanced bidding, yes. With Smart Bidding, it usually strangles the campaign.
Caps are useful when you know what a click is worth and want hard control. They are also a blunt instrument.
Smart Bidding needs room to pay more for the clicks that convert. Cap it tightly and you block exactly the auctions you wanted.
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