Joel Bondorowsky Founder and Executive Director of PPC Designs is a SEMrush PPC academy professor.  He has created a video where you teaches us how to set bids and Google ads. Now, why is bidding so important? Bidding is important because when you’re doing paper click advertising, you are empowered by being able to choose the maximum amount that you want to pay per click for any given keyword. But in order to do proper bidding, you need to know what that amount is. This is something that is really mysterious to most people, especially when they first get into Google ads. But really the formula is quite simple and the formula basically is one that lets you know what the value for each one of those clicks are.