Top of Page Bid Estimates in Adwords
Google has released a new metric in Adwords which provides a top of page bid estimate. The metric approximates the cost-per-click bid needed to see an ad appear regularly in positions topping the search results.
Since advertisements appearing above the search results receive more clicks than those appearing on the side, the information available in the top of page bid estimates will be useful in optimizing search campaign performance.
Google did note that while the new report is useful in developing a bidding strategy, bidding higher than the estimate does not guarantee a top position as it still depends on quality score, budget and account settings, as well as user and competing advertiser behavior.
Advertisers can view their own top of page bid estimates under the keywords tab. Simply select the columns button, choose customize columns from the drop-down menu, and check the "Est. top of page bid" box and save.
Back in July, Google unveiled its top versus side report segment which shows advertisers how their ads perform above and to the side of its search results. Couple these two reports together and you should have a good understanding of the relationship between an ads location and its clicks and conversions.
Top of Page Bid Estimates as seen in Adwords