Good day. There are some "rules" and numbers to decide if things are going to work but you need to be aware of the variables. Variables on your website as well, not just Google variables. 1. I generally go up to 150-200 clicks on a product (assuming the search terms are correct) before I decide the next move. 10 clicks is NOT a figure to judge. eg with Cold calling, I've had to make thousands of dials to figure out my skill. With Google Ads, I feel you can make a judgement on 150-250 clicks. 2. When you find a winning keywords, just kill the rest and ride the gravy train. 3. Google learns from that campaign setting even if its the same product. 4. Know your product margins. What does the product cost? What's its margin? What % of margin are are you willing to use as an advertising expense? For ever $1 you put in, what is the min amount of $'s you need back to make a bit of money? When you know that figure and the your website conversion rate, you can then figure out your max cpc. Then you will have to ask Google to see if they will give you that cpc figure regardless of market rates.
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