First page bid (current) column

Approximates the current cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when a search query exactly matches your keyword.

Note that this column displays the current bid needed regardless of the time range you've specified for the report. For example, if the report is showing metrics from the last quarter, this column shows the bid needed currently to reach the first page of search results. To see the average bid needed during the report's time range, view the First page bid (avg) column.

The 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 about getting your ads to show on the first page.

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 metric in a formula column by specifying the First_page_bid_current variable.

Add this column to a report

1. Navigate to a Google Ads engine account and click the 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.