Can somebody please help me with a bidding issue…?
I have a keyword which used to show as the top ad but is now coming third. It has a Quality Score of 10. I am bidding £5.01, which seems awfully high given that the Est. top page bid is 0.10. The actual average CPC is £4.20.
Why is it not showing higher and how can I make it do so? And do I really need to pay this much for it? Any advice gratefully received.
Welcome to the AdWords Community
Est. top page bid is an estimation that does not predict actual figure. The actual/real time bid based on multiple factors, like user's search term, device, locations, real time competitions.
It is good, you have quality score 10/10, which means you need to increase the bids to maintain the top positions (as it seems the keywords are very competitive) and use the different format of ad extension in your campaigns, if it possibles.
Now the Ad Ranks depends on three factors:- Max CPC, Quality Score and Format of ad extension.
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’
To add to Rakesh's great answer - unfortunately even if the Estimated Top of Page Bid is lower than your Max CPC, there is still no guarantee that you're competition won't consistently outbid you. They could have similar Quality Scores and quite possibly be bidding more. I've included a link below that explains more on Ad Position and Ad Rank.
Finally, I'd focus less on what position you're in and more on how to make the traffic that you do receive convert better. Most of the time a higher position will lead to increased Clicks, but even if you're still in the top 5, you should receive a significant amount of Clicks. Focus energy on getting strong Conversions from those visitors (my opinion).