Making the Most of Google Adwords
A no nonsense, no waffle guide

The First Page Bid

This is a preview to the chapter The First Page Bid from the book Making the Most of Google Adwords by Tim Hill.
Please note this text is copyright protected.

We're going to jump a little ahead of ourselves here but it's important to understand the Google First Page bid system because it has a direct impact on how we will be choosing keywords.

So before we move to trying out some keywords there is a little secret that Google doesn't like to talk about, but did when I pushed them. This is about the pricing of clicks if you are to appear on the first page of the SERPs.

Is first page important to you?

Google has a calculation, which we'll look at shortly, as to how much you need to pay if you want your advertisement to appear on the first page of the SERP.

This chapter will show you how to reduce that cost but first you will need to decide if it is of real importance to you and worth pursuing. This is because when you start an Adwords campaign you have the option to bid for:
  • Rankings in the paid search results (those advertisements that show to the top, right and sometimes bottom of the natural results). This is known as the Search Network.
  • Appearing on websites which display Google advertisements. This is known as the Display Network.
Both of these options can bring you a great deal of traffic but it is the first one, ranking in the paid search results, that is the most expensive.

If that is where you want to be then there are ways to reduce the costs and this is what we will look at here.

How Google calculates the first page bid

You will have seen, when you were trying out the Keyword Tool, that there is a column titled 'competition' and it has either the words 'Low', 'Medium' or 'High' in it.

That's the end of the free preview ...
You can get the rest of this chapter,
and all the others, when you
buy Making the Most of Google Adwords

What else is in the chapter 'The First Page Bid'?

Getting round high first page bid costs

Well the first page bid cost is a sneaky way Google has of trying to hold advertisers to ransom in situations when they are not fighting it out against each ...

Minimum bidding in the Display Network

The Display Network is basically any website that displays Google advertisements. We'll look more closely at this when we come to setting up an advertisement but for the purposes of ...



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