Top of page bid (avg) column

Approximates the average CPC bid needed during the report's time range for your ad to appear regularly in the top positions above the search results.

To see the bid needed currently to reach the top positions (as opposed to the average bid needed during the report's time range), view the Top of page bid (current) column.

Learn more about how to get your ads to show on the first page in Google Ads Help.

You can use this metric in a formula column by specifying the Top_of_page_bid_avg 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.