An advertiser looking to drive conversions is using manual cost–per–click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids

An advertiser looking to drive conversions is using manual cost–per–click (CPC) bidding. Which factor should be most important for this advertiser when deciding keyword bids?

• The profit derived from a paid click
• The bids of the next closest advertiser
• The average profit per conversion
• The Quality Score of the keyword