When you want to start a pay-per-click (PPC) campaign, the first step is to develop a strategy for your ads. You need to determine what you want your ads to achieve, and then create ads that will help you reach those goals. After you have created your ads, you need to decide how much you're willing to pay for each click on your ad. This is where bidding comes in - you need to choose a bid amount that will help you reach your goals while also staying within your budget.