Let me take a wild guess here: “All of you who advertise on AdWords want your ads to have as much exposure as possible. Even if not on the top three positions, but at least on the first page.” True?

Well, I actually don’t really care what your answers are, it was just a stupid opening phrase anyways. But on a more serious note, being on the first page of the Google SERP does bring you a lot more clicks compares to being on the second or third page. Especially with a brand new account, a lot of keywords might be below the “first page bid estimate”. You want to bid high enough to have your keywords at least on the first page to either gather more data for further analysis or build good AdWords history.

So, yeah, “first page bid estimate”. As the name suggests, first page bid estimate is Google’s estimate on how you should bid on your keywords in order for them to show up on the first page of Google SERP. It’s not always accurate. Sometimes you can bid lower than the estimate and still have your ads show up on the first page, but for most of the time the estimate is a very useful guideline.

Google’s AdWords interface has this function that lets you automatically adjust keyword bid to the first page bid estimate in a batch. This is very useful when you have a lot of keywords that are under the first page estimate (this usually happens with brand new accounts), so you don”t have to manually change the bid one by one for each individual keyword.

There’s one thing to watch out for though! Sometimes the first page bid estimate can be ridiculously high, and if you are unaware of it you might end up draining your entire budget in a matter of only a few clicks.

It’s best to review the first page bid estimates first before applying the changes. If the estimates are too high, it might also means there’s either problems with your landing page or with your ads.