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Welcome to the help center for Search Ads 360, a platform for managing search marketing campaigns.  While the help center is available to the public, access to the Search Ads 360 product is available only to subscribing customers who are signed in. To subscribe or find out more, contact our sales team.

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 about getting your ads to show on the first page.

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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