30 AdWords Tips in 30 Days - Day #6 - How to Appear on the First Page
Advertisers frequently ask: "Why can't I see my ad?" or "How can I can appear above the organic search results?" Often times the answer is as simple as knowing and understanding Google AdWords Top of Page & First Page Bid Estimates.
Tip #6 - Appear on the First Page of Google Search Results by using the Top of Page & First Page Bid Estimates
One of the biggest benefits of Google AdWords is that your Ads have the opportunity to be seen by millions of Google searchers by appearing on the first page of a Google Search Results Page. Although Ad Positions and appearing on the first page do have a lot to do with your Quality Scores (which we won't get into today), another big component of positioning and appearing on the first page are your Top of Page & First Page Bid Estimates.
Advertisers will often see improved AdWords Ad Positions when they set their Max CPC Bids at, or above their Top of Page and First Page Bid Estimates.
- Top of Page Bid Estimates - Top of Page Bid Estimates are the estimated minimum amounts that your Max CPC Bids must be to appear at the top of a Google Search Results Page.
- First Page Bid Estimates - First Page Bid Estimates are the estimated minimum amounts that your Max CPC Bids must be to appear somewhere on the first page in the Google Search Results.
How to see Top of Page & First Page Bid Estimates
1. Log into your Google AdWords Account
2. Click on the Keywords tab
3. Click on the Columns button (directly under the Keywords tab, above the performance graph)
4. Click on Customize Columns
5. Under the Attributes menu, click "Add" next to "Est. first page bid" & "Est. top page bid"
6. Click Apply
What to know about, and how to use Top of Page & First Page Bid Estimates
- Top of Page and First Page Bids are estimates, not a guarantee for placement or positioning
- However, Top of Page and First Page Bids Estimates are a great place to start when evaluating performance of Campaigns that are currently live
- While AdWords does not have a minimum Max CPC Bid requirement, advertisers can use these estimates as a baseline when setting Max CPC Bids
- Again, Quality Score is another important factor when determining Ad Rank (and actual estimates). Improving AdWords Quality Score is a way to decrease these estimates, over time
- Advertisers should evaluate what their Max CPC Bids are vs what their Top of Page and First Page Bid Estimates are - if their Max CPC Bids are considerably lower than their estimates, they could consider raising Bids; if their Max CPC Bids are considerably higher than their estimates, they could consider decreasing Bids
- When managing your AdWords budget and trying to increase efficiencies, consider setting Max CPC Bids closer to estimates
- Top of Page and First Page Bid Estimates are shown at the Keyword level - when starting to analyze, consider evaluating your priority Keywords first
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