If you’re not sure how much to spend, you can use the estimating tools provided during the sign up process to help determine the bid and daily spending limit that are right for you. For every bid and daily spending limit you enter, you’ll be provided with an estimate of your ad’s rank (the order in which it may appear, relative to other ads) on the results page.

In addition, you’ll also receive several 30-day estimates, including: estimated monthly impressions (number of times your ad may be shown over 30 days); estimated monthly clicks (number if times your ad may be clicked over 30 days) and estimated monthly charges (amount you can expect to spend on your ad over 30 days). Use this information to find the spending strategy that works best for you.