Default Bid : PPC

Default bid is the maximum price for the Ad. You can set dafault bid at two levels: Group Level and Keyword Level.

Keyword-level and placement-level bids always override ad group-level bids.

Set maximum bids and Destination URLs for particular keywords and placements:
Go to Keywords tab: Keyword ** Maximum CPC ** Destination URL

Set placements with unique maximum bids and URLs:
Go to Placements tab: Placement ** Maximum bid ** Destination URL

You can also Ad new keywords, their bids, URL's with MS word or Excel file. In MS Excel, enter each field in a separate column.