First Page Bid (FPB) refers to the estimated minimum bid amount required to display your ad in Google sponsored links on the first page of a search engine result page (SERP) on Google. Many searchers restrict themselves to the first page of a search query, thus having your ads meet or exceed the minimum first page bid amount for relevant keyword searches is extremely important.
Despite the importance, first page bids force a frustrating choice: search marketers must either raise maximum bids to meet higher and higher first page bid amounts, which will no-doubt increase cost-per-click (CPC) and reduce profits, or reduce minimum first page bid amounts by optimizing Quality Score, which is difficult and time consuming. However, new software technologies from WordStream automates the most time consuming aspects of improving Quality Score, including keyword generation, organization, authoring relevant ad-copy, and many other Search Engine Marketing best-practices. Finally, search marketers can reap the benefits of realizing Quality Scores without having to struggle with the repetitive, manual tasks involved with achieving them.
how important is first page bid, really?
According to a study conducted by Jupiter Research, 68% of searchers select a result found on the first page. As search engines become more and more efficient at returning relevant results, the number of searchers who peruse through the first couple pages continues to fall. Furthermore, half of searchers will change their search query or search engine if they are not satisfied with the results listed on the first page. As an advertiser, displaying on the first page can play a direct result in the success or failure of your search engine marketing efforts.
Figure 1: First Page Bid is becoming more crucial as searchers become less patient in looking for a result. Picture from AccuraCast.
The graphs above show that over the past few years, searchers are becoming less patient when looking for a result. The last time you performed a search, how many pages did you look at before clicking on a listing or changing your search query? Most likely, you found that the further you ventured, the less relevant the results, and your customers feel the same. Google recently introduced an approximation of a first page bid in your Google AdWords account, further demonstrating its importance to advertisers. However, this number is just an estimate and doesn't guarantee your ad will display on the first page. Increasing your bid amount can only do so much towards getting your ad to display on the first page, and eventually, your resulting costs may become too much to bear.
With 68% of users selecting a result from the first page, appearing on the first page for relevant searches is undeniably important. Even if you have a great website that fits the needs of someone's query, your visibility decreases from page to page, making your listing almost invisible if your ad is deep within the results. You see the importance, but how should you improve Quality Score?
where to start: how to reduce minimum first page bid amount
Google suggests that “if you’d like to lower your first page bid, work on improving your Quality Score,” the other factor involved in determining your ad position. A high quality score can result in decreasing your overall advertising costs and can help to improve the ROI of your PPC campaigns. Google provides various guidelines on ways to improve Quality Score. For example, use specific keywords with relevant ad text and landing pages, the process of which can be tedious and time consuming. Luckily, with new software technologies from WordStream, improving Quality Score to lower your first page bid is easier than you think.
WordStream's bidding software provides numerous tools and utilities to simplify and automate the development of high Quality Score and low first page bids for PPC campaigns. For example, WordStream includes:
- Keyword Discovery Tools: WordStream's Keyword Finder ensures your keyword list is constantly growing with keywords specific to your website only. This ensures that you're paying attention to the long tail of search, and that you're staying on top of new trends and customer behavior.
- Keyword Grouping Tools: By rating keywords by popularity and relevance, WordStream automates keyword grouping to ensure the highest relevance and exposure.
- AdText Authoring Tools: WordStream includes a keyword-rich ad text generator to aid with the creative side. Remember, writing compelling copy is only half the game--relevant ad text improves Quality Score.
- Negative Keyword Tools: Including appropriate negative keywords in your PPC campaign ensures your ad displays only for relevant queries, which reduces unnecessary spend. With WordStream, it's easy to find negative keywords and set appropriate filters across your campaigns.
- Many other helpful tools and utilities!
Improving Quality Score, which in turn reduces minimum first page bid amounts, is no longer the hurtle it used to be. By automating and continuously optimizing your Search Engime Marketing campaigns, WordStream can be used as an AdWords bid tool to save you time and lowers costs.
the answer: realize the benefits of hitting your first page bid amounts without selling the farm
First Page Bids are an incredibly important component of pay-per-click campaigns. In terms of achieving a first page bid so your ads display on the first page of search results, search marketers have two choices. One solution is to simply increase your first page bid to meet or exceed Google's estimate. Though this is the more obvious choice, as well as the easier one, it's not a great long-term strategy, nor does it guarantee success--Google provides this number as a suggestion, and it isn't always accurate. In addition, this number is not stagnant, and increasing your bid amounts indefinitely results in higher cost-per-click (CPC) and lower ROI.
The second, more cost-effective and longer lasting option is to improve Quality Score. An improved Quality Score lowers the first page bid amount, reduces CPC and improves ROI. Though the first option to increase bid amounts used to be the more tempting choice, thanks to new technology, that is no longer the case. New tools from WordStream, including Keyword Discovery, Keyword Grouping and AdText Authoring, just to name a few, make improving your Quality Score easier than ever before.
To reduce your first page bid amount and improve Quality Score, you can:
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