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Below First Page Bid | #AdWordsAnswers


Hello Community Users!


I’m Kajal from the Google AdWords team and today, I will be talking about a common notification that you may have seen in your accounts.


Screen Shot 2015-11-30 at 7.17.13 PM.png


You might have seen this message in your Keywords tab, but to understand this better, let’s first look at what "First Page Bid" means.


What does ‘First Page Bid’ mean?

When someone searches for a term on Google, ads are shown above, below, and on right hand side of Google search results. Often, users will not go beyond first page of Google search results to see ads on the second or third pages, as they find what they are looking for in the first page of search results. The space is limited on the first page and many advertisers want to show their ads there.


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The two factors that determine where on the page your ad appears are quality score and bid. The estimated first page bid (Est. first page bid) amount approximates the Max cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when a search query exactly matches your keyword. The estimate is based on each keyword's Quality Score and competition from other advertisers.


When your bid is lower than this estimate, our system will show you the below first page bid message. Please note the first page bid message is just an estimate, meant to give you greater insight with which to plan your bidding strategy--but meeting your first page bid estimate isn’t a guarantee of ad position. Ad position will still depend on competition from other advertisers, the components of your Quality Score (expected clickthrough rate, ad relevance, and landing page experience), your CPC bid, the expected impact of extensions and other ad formats, your budget and account settings, and user and advertiser behavior.


When you see the “below first page bid estimate” message on your keywords, you should try to increase your Max CPC to the first page bid estimate when possible. Your ad can still appear if your bid does not meet this estimate, but it's more unlikely that it will appear on the first page of search results.


To view the estimated first page bid metric in your stats table, just follow these steps:

  1. Visit the Keywords tab and click the Columns button.
  2. Select Modify columns from the drop-down menu.
  3. In the "Attributes" drop-down menu, add Est. first page bid, and click Save.
  4. You can do the same to view your estimated top of page bid (Est. top page bid).

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If your first page bid estimate is very high, it may mean that your keyword's Quality Score is poor or that many of your competitors are also bidding on the term. You can click the help bubble Screen Shot 2015-11-30 at 7.17.42 PM.png 
next to your keyword to find details about the keyword's Quality Score (note that you can modify your columns to always show Quality Score).

Please feel free to comment below if you have any other questions on the “below first page bid” estimate notification!



Hassan H
July 2016



Is there a way to estimate Second Page Bid, Third Page Bid, etc...?