Google AdWords uses a cost-per-click (CPC) pricing systems for adverts. CPC is the amount an advertiser pays each time a user clicks on his ad. For each set of keywords you need to specify the maximum CPC your charity is willing to pay. However, you won't always pay the maximum amount - Google automatically adjusts CPC so you pay only 1 pence more than the minimum amount required to keep your ad's position.
If you are using Google AdWords to raise money for your charity or social enterprise, calculate the following:
If you do not expect to raise money directly from web visitors, it's harder to calculate how much you can afford to bid for keywords as you cannot easily quantify the potential value for each visitor. One way to decide your maximum bid is to look at what you spend on other marketing, and work out the potential rewards from spending a similar amount on Google AdWords.
If you can, bid enough so your ad is displayed in positions 1, 2 or 3 within the Sponsored Links section. Ads at these positions are immediately visible to a web surfer without them needing to scroll.