Within the adgroups, be sure to take advantage of the exact and phrase matching — searchers typing the exact same keywords are looking exactly what you’ve got. Since exact matches are the most targeted forms of keywords (i.e. they have the highest conversion rate), they are the most valuable so you’ll want to set a max cpc higher than broad matching. Phrase matching is also more targeted than broad so it should also be set higher than broad’s max cpc but lower than exact match’s… it just makes sense.

If you don’t have a huge product line and/or its worth the time, you may even want to create separate adgroups for each type of keyword (broad, phrase, and exact) in order to more easily manage them since they will each have a different max cpc.