Obi added a sitelink extension to her text ad and and wants it to show as often as possible. What’s the best way to achieve this?
Raise her maximum cost-per-click (max. CPC)
Lower her maximum cost-per-click (max. CPC)
Add a second type of extension
Lower her Ad Rank
Cost-per-click (CPC) bidding means that you pay for each click on your ads. For CPC bidding campaigns, you set a maximum cost-per-click bid – or simply “max. CPC” – that’s the highest amount that you’re willing to pay for a click on your ad (unless you’re setting bid adjustments, or using Enhanced CPC). Your bid is an important factor in Ad Auction and Ad Rank
Maximize Clicks is an automated bid strategy that sets your bids to help get as many clicks as possible within your budget. AdWords focuses on increasing clicks for any set of keywords, ad groups, or campaigns while spending a target amount. If you don’t specify a target spend amount, AdWords will attempt to use the remaining daily budget of any campaigns using this bid strategy.
Read more here: https://support.google.com/adwords/answer/6268626?hl=en