Yes, you can increase your maximum Cost Per Click for a keyword.

Yes, you can schedule an ad to appear on certain days of the week and at certain times.

Your Google Adwords ad must be as direct as possible .

Yes, you can choose to create multiple different versions of the same ad by rewording it.

A Google Adword keyword is the keyword or phrase that your target market will use in a Google search.

The bounce rate is the % of click-through visitors that left the site without browsing to other pages on your site.

The click-through rate is the percentage of clicks when compared to how many impressions were made. So 1 click per 100 impressions gives a 1% click-through rate.

A Google Adwords impression is the opportunity for a viewer to see the ad.

Your campaign has a certain montly budget and thus a certain daily budget.