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Can somebody please help me with a bidding issue…?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

 

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.

 

Thanks.


Jane

1 Expert replyverified_user
2 ACCEPTED SOLUTIONS

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Jane P
September 2015

Re: Can somebody please help me with a bidding issue…?

Top Contributor
# 2
Top Contributor
Hi Jane P,

Welcome to the AdWords Community Smiley Happy
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.




--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Jane P
September 2015

Re: Can somebody please help me with a bidding issue…?

Participant ✭ ✭ ✭
# 3
Participant ✭ ✭ ✭

Hi Jane,

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.

 

Understanding Ad Position and 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).

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Jane P
September 2015

Re: Can somebody please help me with a bidding issue…?

Top Contributor
# 2
Top Contributor
Hi Jane P,

Welcome to the AdWords Community Smiley Happy
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.




--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’
Marked as Best Answer.
Solution
Accepted by topic author Jane P
September 2015

Re: Can somebody please help me with a bidding issue…?

Participant ✭ ✭ ✭
# 3
Participant ✭ ✭ ✭

Hi Jane,

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.

 

Understanding Ad Position and 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).

Re: Can somebody please help me with a bidding issue…?

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Hi Rakesh,

I'm reluctant to have a bidding war so I'll try working on the ad extensions as you suggest.

Thanks for your reply - very helpful.

Re: Can somebody please help me with a bidding issue…?

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
Thank vkore91. Yes it may be that it's not worth the money to have this ad right at the top. We are working on improving conversion rates too, so as you suggest will focus on this.

Thanks a lot for your time and help.

Jane