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.

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 Ads 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.

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.

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