Faster, More Accurate Bid Changes
November 29, 2011
For a few months you have been able to see what Google estimates your bid needs to be to show on the top of the page. Now they’ve made acting on that information easier. This post explains how to use these bid estamates to optimize your bids quickly, and more accurately.
Should You Optimize to Show at Top of Page?
As always, some accounts/keywords perform better on top, and others on the side or bottom. In order to determine if you should optimize for Top placements, segment your view to see what ad position (Top Vs Other) performs best for you. If your analysis shows you want to be on Top, then enable the column Est. top page bid. This tells you what Google things you need to bid at auction in order to have the best chance to show at the top position.
From there, it’s pretty simple. Adjust your Max CPC bid to those estimates, and you are good to go. And Google has just made it easier to make these changes in bulk. They did this through an update to both the Automatic Rules and the AdWords Editor.
Using Automated Rules for Top of Page Bid Changes
- Click “All online campaigns” in the left panel of your account.
- Go to the “Keywords” tab
- Click the “Automate” button and select “Raise bids to top of page CPC when…”
- Fill in the details of the rule so it will perform as you desire.
Here’s a screen shot of creating an automated rule:
Using AdWords Editor 9.7.1 for Top of Page Bid Changes
The newest version of AdWords includes an option under the “Advanced bid changes” link when you are on the Keywords tab. Clicking on this option will bring up a dialog box. From there, you simply select “Raise keyword maximum CPC bids to their top of page bid estimates” and it does the work for you.
Thanks for reading, and stay tuned for more news updates from PPC Hero!
Browse By Category
The Advertising Principles That Guide Facebook's Decisions
Facebook highlights the advertising principles that guide their decision making in response to recent events.
Smart Ways to Get More Marketing Budget and Better Tools
In this new live webinar, Kristin Vick from Hanapin Marketing and Jeff Sauer from Jeffalytics discuss how marketers can ensure they have the budget they need to be effective with online advertising and get the right tools to make that argument.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
The Hero Conf Difference
Of the 50+ search and social conferences you can choose from, we're here to show you why Hero Conf is a can't miss event for busy digital marketers like you.
Improve Your Facebook Ads With Creative Hub and Split Testing
With the updates to Creative Hub and the Split Test feature, one can now institute a basic ad creation and testing process directly within Facebook.
Work Habits & Resources for the Stressed-Out PPC Manager
Feeling a bit stressed this holiday season? Get tips and resources that will help you become more efficient and alleviate stress!