Abstract: Systems and methods for utilizing machine learning technology to automatically calculate optimal maximum bids for a set of pay-per-click (PPC) keywords associated with an advertising campaign are disclosed. Embodiments include techniques for obtaining high quality training data for training machine learning models, including obtaining high quality training data despite scarcity of data for a particular campaign. Embodiments may also include PPC management systems that may be configured to manage a plurality of PPC advertising campaigns and include one or more bid calculation engines that utilize performance data from the various advertising campaigns and machine learning algorithms to automatically determine optimal base bid values and bid multipliers for each of the advertising campaigns.