When someone clicks your ad, the actual amount you’re charged will be:

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  • The minimum needed to hold your ad position, under the maximum cost–per–click (max. CPC) limit
  • The minimum needed to hold your ad position, but never less than 50% of your maximum cost–per–click (max. CPC) bid
  • The minimum needed to hold your ad position, but never more than 120% of your maximum cost–per–click (max. CPC) bid
  • The minimum needed to hold your ad position or 50% of your maximum cost–per–click (max. CPC) bid, whichever is greater

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