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About 'Target search page location' bidding

'Target search page location' is a type of portfolio bid strategy that automates bidding across multiple campaigns, ad groups and keywords to show your ad at the top of the page or on the first page of Google search results. This article explains how the portfolio 'target search page location' bid strategy works and what its settings are.

Before you start

If you don’t yet know what type of portfolio bid strategy is right for you, read About portfolio bid strategies first.

Find out how to Create a campaign using 'Target search page location'.

How it works

AdWords automatically raises or lowers your bids to show your ad on the top of the page or on the first page of Google search results. This bid strategy works with keywords, ad groups and campaigns targeting the Search Network only.

After you have first applied this strategy, it may take a few minutes before your bid is updated. Also, with this strategy, your bid will be updated several times a day to show your ads in your target location.

Bear in mind: placement isn't guaranteed

The 'Target search page location' bid strategy doesn't guarantee a placement on the first page or an ad position on the first page of search results. These estimates and the bid strategy will typically attempt to achieve your target location, but final placement is ultimately determined by the outcome of the ad auction, which is influenced by advertiser competition and Quality Score.

Settings

Placement

There are two options, depending on whether you want to show your ad at the top of the page or on the first page of Google search results:

  • Top of the first search results page: Let AdWords raise or lower bids automatically to meet the top of the page bid estimate. The estimated top of the page bid amount approximates the cost-per-click (CPC) bid that might be needed for your ad to reach the top of the page of Google search results when a search term exactly matches your keyword.
  • Anywhere on the first search results page: Let AdWords raise or lower bids automatically to meet the first page bid estimates. The estimated first page bid amount approximates the cost-per-click (CPC) bid that might be needed for your ad to reach the first page of Google search results when a search term exactly matches your keyword.

Bid automation

  • Raise and lower bids automatically to match the estimated top of page bid or estimated first page bid. With this setting, there's no need to set bids manually.
  • Set bids myself, but automatically adjust bids so that they are at least as high as the estimated top of page bid or estimates first page bid. With this setting, you'll allow AdWords to raise bids automatically when they drop below the estimate.

Optional

  • Bid adjustment: Bid adjustment can help make your bid more competitive. Use it to either increase or decrease your bid by a percentage of the top of the page or first page bids. There are other types of bid adjustments that allow you to increase or decrease bids for mobile devices, locations, ad scheduling and more. Learn more about bid adjustments.
  • Manual CPC bid limit: You can set a cap on bids for any keywords, ad groups or campaigns using this bid strategy.

Advanced

  • Limited budgets: Choose whether to raise your bids if your campaign becomes "Limited by budget". Raising your bids in this situation may result in fewer clicks. Consider lowering your bids or increasing your budget instead. Lowering your bids could reduce the average amount that you pay when someone clicks on your ads, with the potential for your budget to go further and get more clicks.
  • Low quality keywords: Choose whether or not to raise your bids on keywords with a Quality Score of less than 4. Raising your bids could cause you to pay more for keywords that need improvement. Find out more about ways to improve keyword quality.
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