First page bid (avg) column

Approximates the average cost-per-click (CPC) bid needed during the report's time range for ads to reach the first page of Google search results when a search query exactly matches your keyword.

This estimate is based on the Quality Score and current advertiser competition for that keyword. If your first page bid estimate is very high, it may mean that your keyword's Quality Score is poor. Learn more.

To see the bid needed currently to reach the first page of search results (as opposed to the average bid needed during the report's time range), view the First page bid (current) column.

If you see "--" reported for this metric, there aren’t enough impressions or clicks to accurately estimate the first page bid.

You can use this column in a formula column by specifying the First_page_bid_average variable.

Add this column to a report
  1. Navigate to a Google Ads engine account and click the Campaigns, Ad groups, or Keywords tab.

  2. Above the performance summary graph, click the Columns button.

  3. Type the column name in the search box.
  4. Click + next to the column name to select the column.
  5. Click Apply.
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