The target search page location is a type of portfolio bid strategy that automates bids across multiple campaigns so your ad is displayed at the top of the page or on the first page of search results on Google.
How does it work
Google Ads automatically increases or decreases your bids to show your ad at the top of the page or on the first page of Google search results. This strategy can be used with campaigns that target only the Search Network.
When you apply this strategy for the first time, it may take a few minutes before your offer is updated. In addition, with this strategy, your offer will be updated several times a day to show your ads at your targeted location.
Make sure the strategy is applied to an active campaign, ad group, or keyword. Bidding by location on the search page is not compatible with dynamic search ads. Therefore, if the ad groups have dynamic ad targets, but do not have keyword targeting, then the strategy will be inactive. If the strategy is new, wait a few hours for the status to appear because it may take longer.
There are two configuration options for the target search page location depending on whether you want to show your ad at the top of the page or on the first page of Google search results:
Top of the first page of search results: Allow Google Ads to automatically increase or decrease bids to match the estimate of bids for the top of the page. The estimated amount of the offer at the top of the page gives an approximate of the cost-per-click (CPC) bid. It might be necessary for your ad to appear at the top of the Google search results page when a search term exactly matches your keyword.
Anywhere on the first page of search results: Allow Google Ads to automatically increase or decrease bids to match first-page bid estimates. The amount of the first-page bid estimate approximates the cost-per-click (CPC) bid that might be necessary for your ad to appear on the first page of Google search results when a search term matches exactly with your keyword.
Bis automatically increase or decrease to match the bid estimate for the top of the page or with the first-page bid estimate. With this option, it is not necessary to configure bids manually.
Set bids manually, but adjust them automatically to at least reach the bid approximate for the top of the page or the first-page bid estimate. With this option, it will allow Google Ads to automatically increase offers when they are below the estimated value.
Bid adjustment: It can make your offer more competitive. Use it to increase or decrease your bid by a percentage of the top of the page or the first page. There are other types of bid adjustments that allow you to increase or decrease bids for mobile devices, placements, and ad scheduling, among others.
Manual Limit of the CPC bid: If you use this bid strategy, you can set a bid limit for any keyword, ad group, or campaign.
Limited budgets: Decide if you want to increase bids in case your campaign has a limited budget. The bid increase, in this case, can generate a lower number of clicks. Consider lowering your bids, or increase your budget instead. By decreasing bids, you could reduce the average amount you pay when a user clicks on your ads, which could expand your budget and generate more clicks.
Low-quality keywords: Decide whether or not you want to increase bids for keywords with a Quality Score of less than four. Increasing bids could cause you to pay more for keywords that require improvement.
Remember to pass by our blog at Synapse Ads to learn more about how to grow your SEM within the digital marketing strategy of your company. We also offer you the Keyword Mixer which is a tool designed to help you find the right keywords to boost your website’s traffic.