Adspert avoids too high max CPCs independently. It spends the money where it is most profitable for the customer. Therefor, very high max CPCs only occur for very profitable keywords/placements or for very high goals.

To avoid excessive high max CPC bids, even if the goal justifies them, the max CPC will also be compared with an estimated eff. CPC and will be restricted with a multiple thereof. Typically the limit is 3 x estimated eff. CPC + 0,05 EUR (converted into the respective currency).

As a rule, the estimated eff. CPC lies in between the historical eff. CPC of the keyword/placement and the historical eff. CPC of the ad group (or campaign if only few data is available).

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