Adwords Top Of Page Bid Estimates

In addition to first page bid estimates, AdWords now allows you to view an estimate of the CPC required for your ads to appear regularly above search results via the new Top Of Page bid estimate metric. The estimates can be viewed by navigating to the keywords tab in your account and clicking the columns button. Then choose “Customize Columns” and check the “Est. top of page bid” before saving.

Top of the page bid estimates may be used in conjunction with the “Top vs Side report” which gives an indication of the performance of your ads above and on the side of the search results. If you determine that profitable conversions are more abundant for ads that appear above the search results, then a knowledge of the CPC required to show yours ads regularly in the top positions becomes a valuable resource for ensuring that your ROI is as high as possible.

Remember, although top position ads tend to generate more clicks, it is not necessarily the case that these clicks will convert to more profitable conversions. So your decision to show your ads regularly in the top positions should be based on performance data from your account. This particularly true for many ecommerce sites where margins can be tight.