Earlier this month, dozens of AdWords advertisers reported a new “bid suggestions” feature displayed in their AdWords interface. UK-based marketing manager Kelly Baker tweeted a photo of the new feature, revealing several message boxes with keyword bid suggestions. The first box, for instance, says “Select your keyword bid: Where do you want your ad to appear most often?” Below is a list of several options, including “Above all other ads,” “Above all organic search results,” “On the first page of search results,” and a manual bid option. Each of these options also features the average bid price for the respective position.
As you may already know, Google normally displays just a single bid box in which advertisers can save a max bid. However, this new feature goes far beyond, allowing for a deeper level of customization based on where exactly the advertiser wants his or her ad displayed.
The new feature only reveals recommendations for setting keyword bids. If you want your ad to rank above all other ads, for instance, it reveals the average bid price needed for this rank. With that said, other advertisers may still increase their bids, outbidding and subsequently outranking you in the process. So, don’t assume you’ll achieve and maintain a top PPC rank just because you choose the recommended bid price as noted in this feature.
Bidding is an important part of running a successful PPC campaign. If you bid too low, your ads will be displayed at the bottom below other advertisers’ ads. And when your ads are displayed too low, they won’t receive much visibility, let alone traffic. If you bid too high, however, you may struggle to generate a positive return on investment (ROI). Therefore, you must balance a fine line between achieving visibility and staying profitable.
So, when can you expect to see the new AdWords bid suggestions feature rolled out to your account? Unfortunately, there’s still no official word on when exactly this feature will roll out. Several advertisers have reported seeing this feature in their account, but Google has yet to say when it will push the feature to everyone else. It could be tomorrow, next month, or even next year. In the meantime, though, you can check back with our blog for all of the latest news on AdWords.