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Google Ads. My bid is times higher than est top of the page bid. Am I overbidding?
Hi all,
I am running search campaigns for a Saas company and use manual bidding, enhanced cpc. I noticed my bid is many times higher than estimated top of the page bid Google suggests. For example est top of the page bid is $2 and my bid is $12. My quality score is 7, not the worst I would say. Impression shares are good 70% to 90% on average but I wonder if I am overbidding too much? May be with smaller bid I will be able to get all the same plus more clicks due to budget limitations? How accurate the estimates are?
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1 Reply
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I say you are. What is your actual CPC? My guess is it’s just around that $2 estimate which would be another indication you are overbidding. If you reduce your bid to say $3-4, you will get the same results so you are overbidding.
I remember a lawyer client from maybe over ten years ago, insisted he wanted 100% of his ads to show up in the first position. Wouldn’t be happy if just one impression was not the top one. He bid a crazy amount like $50 when a dollar or two would be just fine.
The system today is different, you won’t show up at the top even with a 10 QS and a very high bid even if the budget allows. For one thing, it won’t let the same advertiser be the top ad all the time, it wants to see what happens when others are there and how you’d do when not at that position. For another, I’m pretty sure that it would adjust your bid to a reasonable amount just to put everyone on the same level. So your $12 overbid may be adjusted closer to $2 when it does the ranking calculation just so you don’t take over the auction more than you should.
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If you think you ar over bidding, which can happen. Run a test with lower bids where you have manual cpc campaigns running.
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