Google announced a new metric in AdWords, “top of page bid estimates,” that provide additional assistance in optimizing your ads to show above the search results. “Analogous to first page bid estimates, this metric approximates the cost-per-click (CPC) bid needed for your ad to appear regularly in the top positions above the search results,” infomred Andrew Truong, Inside AdWords crew.
Here’s how you can view your top of page bid estimates:
- Go to the Keywords tab.
- Click the Columns button.
- Select Customize columns from the drop-down menu.
- Check the Est. top of page bid box and click Save.
Truong writes this feature “complements the new “Top vs. side” report segment, which allows you to see how your ads perform above and to the side of Google search results. This information helps you better optimize your search campaigns by more deeply examining the relationship between your ads’ locations and their clicks and conversions. On average, ads that appear above the search results tend to get substantially more clicks than ads that appear on the side. Using this information in conjunction with the new top of page bid estimates can give you greater insight with which to plan your bidding strategy.”
Note: “While the top of page bid estimates can help guide your bid planning, bidding higher than the top of page bid estimate will not guarantee a top ad position. Ad position will still depend on Quality Score, your CPC bid, your budget and account settings, and user and competing advertiser behavior.”
You can learn more about top of page bid estimates at the AdWords Help Center.