Google added a new metric HAS Into the AdWords interface at keyword level Called the "Top Page Estimated Bid. " This Could revolutionize the traffic volumes from EACH of your main keywords.
Quite Simply, this new metric Will Give you an estimate of your bid What Will Need to Be For You To Be Showing Consistently in the banner position.
The banner positions are reserved for Advertisers Who Meet a minimum quality requirement.The Requirements are quite fuzzy. When the banner WAS still in a trial stage, a 3 percent needed ads click-through rate (CTR) was history Particular search query to Qualify. That year, if ad wasn 't in the top 3 positions qualified, goal year in the top 3 ad positions didn ' t, then the lower Placed Ad Could leapfrog Into The Higher Placed ad position. We Believe That this CTR Criteria HAS Been Lowered sincere, we aim Don 't know Exactly what to extent.
There Is Also a minimum bid Requirement. This is Almost Certainly based on your quality score and is more accurately Described as a minimum ranking Requirement, sincere purpose it 's Easier to adjust your bid at will I ' m going to have it Refers to a bid Requirement for now. If you fail to Meet this minimum, You Will appears on the side of the page.
This new metric Will show you what your bid Will Have To Be (for your current quality score) for you to show in the banner positions, not on the right hand side. It Can Be accessed by going to the keywords tab and Clicking on the "columns " button, then checking the box for "Est. Page top bid. "
Why Advertisers Should Care
Make no mistake about it, the banner counts. In Fact, the banner IS Almost All That counts.
Below You Can See the stats for a major high street retail brand 's own branded keywords. Their ad in the banner Showed Sometimes and Sometimes Showed on the right hand side. I want you to take note of the click-through rate.
The figures on the far right are impressions over the Last Few hours.
Pretty Astonishing, right?
I Can Tell You That thesis figures are pretty typical. A bit Stronger Than for brand searches for generics, a goal range of 0.5 percent to 15 percent RHS Top Would Be What I Would Consider a median viable set of stats. Your Campaigns Will Likely see similar Discrepancies.
Different view Can Be Found by Selecting the Top vs. Side segment in your keyword tab. Go and take a look at this for all accounts you manage right now. You won 't regret it.
The message to take from You Need this: if you aren 't in the banner, you ' re not going to get traffic. It doesn 't Matter What Might Be share your printer, you ' re not going to Simply get the clicks.
Never assume a small change in That bid That moves you down the page Will result in a small drop in traffic. If you 're dropping out of the banner it ' ll result in a huge drop in traffic and the keyword Will Be As Good As paused.
I 've Heard It a thousand times: "I do not know the first page bid Estimates. I ' m in position 2 and I still get them! "
Don 't ignore thesis. Your ad position numbers are misleading. If you 've Been Appearing on the second page of the MOST time it ' s still Entirely feasible That When You Were on the first page you Showed up high. Google Wants to Spend Some of your budget to keep you coming back. Average position IS Calculated as:
Avg Pos = (Sum of (Actual Position * That Impressions in position)) / Total Impressions
Essentially if your ad didn 't get seen (ie, You Were off the first page) it doesn ' t Contribute to your overall impressions. To Give You a More Accurate View It Should look like Something More:
Avg Pos = (Sum of (Actual Position * Searches When You Were in That position)) / Total searches
This Would Give you an indication of What You Were in position for Those occasions When Your ad WAS off the first page.
If your print share lost due to rank (enable this from your view columns at campaign level immediately!) IS Impacting This is low then you. Your average position IS telling You That You Were Higher up the page than you really Were.
So trust Those messages about minimum bids first page. You Don 't Have To act on' em, aim THEY 're warning That you lost your impressions cam Because your bid too low WAS, and Giving you hints about What Kind of bid Would Fix That.
In a similar way, I want you to trust These New figures for Estimated Top Impressions. Theys May Not Be 100 percent accuracy accurate, objective THEY 'll Give You What a great idea bid it ' ll take to get Into the banner.
Getting into the banner IS important.
If You Can AFFORD it.
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