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.