What is the recommended initial bid approach for keywords?

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Set the bid at the maximum amount you’re willing to pay for a click and then refine later based on performance. Starting with a higher initial bid helps your ads win more auctions, especially for competitive keywords, so you can gather real data on how much you need to bid to achieve your goals. Once you have that data, you can lower bids on keywords that don’t convert well or aren’t cost-effective, and raise or tweak bids for high-performing terms.

Bidding the minimum can mean missing valuable impressions and takes longer to collect meaningful performance data, which slows optimization. Bidding random amounts or the same bid across all keywords ignores differences in competition and value, leading to inefficient spend.