The bid that you likely need to set for your ad to be shown among the ads at the top of the first page of search results.
- This estimate approximates what cost per click (CPC) bid is needed for your ad to show on the top of the first page of search results when a search query exactly matches your keyword. Your ad can still appear if your bid does not meet this estimate, but it's less likely to appear on the top of the first page of search results.
- The estimate is based on each keyword's Quality Score and competition from other advertisers. If your top-of-page bid estimate is very high, it may mean that your keyword's Quality Score is poor and could be improved.
- To find top-of-page bid estimates for your keywords, find the 'Est. top-of-page bid' column on the Keywords page.
- The estimate isn't a guarantee – on occasion, your ad may not make it to the first page, even when you meet the top-of-page bid estimate.