DoubleClick Search keyword position bid strategy

Target a specific position for your ads

A position bid strategy attempts to keep your ads as close to a specific position as possible while staying within the keywords' minimum and maximum bids. For example, you can create a DS bid strategy that adjusts bids as needed to keep ads in position 3.

View of part of bid strategy editor showing target position option

DS will find the optimal bids for keeping your ads as close to the target position as possible. If the maximum bid constraint prevents the ad from reaching the target position, DS places a bid at the maximum bid constraint. If your bid is accepted, your ad will be in a lower position than your target while spending your maximum amount for a click.

You can optionally set a lowest position constraint in the bid strategy. If the maximum bid constraint prevents the ad from reaching the specified lowest position, DS places a bid at the minimum bid constraint. If your bid is accepted, you'll be in a lower position than targeted, but your spend will be lower and the chances that there will be any click at all are decreased.

You can enter positions to one digit after the decimal point (for example, a position target could be 1.7 or 3.5).

A keyword's bid is only one of the factors that determine a keyword's position. Although each search engine has its own ranking algorithm, the relevancy of your ad copy and landing page are also key factors in determining position on all of the major search engines.

We strongly recommend that you pay close attention to the ad or keyword quality scores that the search engines provide. DoubleClick Search (DS) does not guarantee that you will be able to achieve any particular position using bid strategies.


Here's an overview of creating a keyword position bid strategy:

  1. Open the DS bid strategy editor and select the position goal.
  2. Define a single position to target.
  3. Specify required and optional constraints. For example, you can optionally specify the lowest position that you want the keyword to appear if the target position cannot be reached.

Need an overview of bid strategies in general? Take a look at the Introduction to bid strategies.

Create a keyword position bid strategy

  1. Navigate to an advertiser.

    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the Advertiser list, click on the advertiser.

    4. Click Apply or press the Enter key.

    DoubleClick Search displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. In the left navigation panel, click Bid strategies.

  3. Click + Bid strategy, which appears above the reporting table.

  4. In the Goal section of the DS bid strategy editor:
    1. Name the DS bid strategy.
    2. Select the Keyword position goal.
    3. Click Next.
  5. Next to Target position, enter the target position that you want.

    Then, click Next.

  6. In the Constraints section of the bid strategy editor, enter the default minimum and maximum bids for the bid strategy. 
    Minimum and maximum bids are the best way of ensuring that bid-strategy bids are always within a range you are comfortable paying.
    If the maximum bid isn't high enough to reach the position you specified, DS will set bids as high as the bid strategy's maximum bid allows in an attempt to get as close to the target as possible.
    Bid strategy settings with minimum and maximum bids and lowest position constraint shown


    After you create the bid strategy, you can also set minimum and maximum bids for specific keywords. Min/max bids that you set for keywords override the bid strategy's minimum/maximum settings.

  7. Optionally, specify a lowest position constraint.

    1. Click More constraints.
    2. Next to Lowest position, specify the lowest position that you want your ads to appear using the minimum and maximum bids.
  8. Click Save bid strategy.
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