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Top of page bid estimate
from Google Ads
Metrics type
Units of measure
Less - better
Check frequency
The bid you likely need to set for your ad to be shown among the ads at the top of the first page of search results.

This estimate approximates what cost-per-click (CPC) bid is needed for your ad to show on the top of the first page of search results when a search query exactly matches your keyword. Your ad can still appear if your bid doesn't meet this estimate, but it's less likely to appear on the top of the first page of search results.
Why it is important
Tracking the Top of Page Bid Estimate is crucial for advertisers to understand the competitive landscape and optimize their bidding strategy. This metric provides insights into the estimated CPC bid needed for prime ad placement at the top of search results.

By monitoring this estimate, advertisers can make informed decisions about adjusting their bids to enhance the visibility and positioning of their ads, ultimately improving the likelihood of reaching their target audience and achieving campaign objectives.
Estimated CPC bid
Calculation example
Let's say you have a keyword, 'digital cameras,' and the estimated Top of Page Bid is $3.00.

In this example, the estimated Top of Page Bid of $3.00 means that, to have a higher likelihood of your ad appearing at the top of the first page of search results for the keyword 'digital cameras,' you should set your cost-per-click (CPC) bid at $3.00 or higher.

This bid reflects the competition and the expected cost to secure a top position. Adjusting your bid in line with or above this estimate can increase the visibility of your ad in the prime location on the search results page.
Affected metrics
Affecting metrics
Connecting metrics
Maximum CPC bid

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Suggested slices for dashboards
by Keyword-Level
by Competitor Benchmarking
by Device Type
by Geographic
by Ad Schedule
by Quality Score
by Seasonal or Event-Based
The revenue impact pathway
Available in JetMetrics Lite only
Questions to be Answered
1. How does the actual CPC bid compare to the top of page bid estimate across our various keywords and ad groups? Are there any keywords or product categories where the actual CPC differs from the estimated bid for the top of the page?
2. Can we analyze the effect of the top of page bid estimate on key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS)?
3. Are there any patterns or trends in the difference between the top of page bid estimate and actual CPC during certain times of the day, days of the week, or seasons? How can we adjust our bidding strategy to match these patterns and maximize visibility?
4. What role does ad relevance and quality score play in the top of page bid estimate? Can improvements in ad quality increase the chance of achieving top-of-page placement without increasing the bid too much?
5. How does competitor activity and bid landscape influence the top of page bid estimate? Are there strategies we can use to maintain or improve our ad position without overbidding?
6. Can we evaluate the historical performance of top-of-page bids during promotional events or sales periods? Are there specific strategies or bid adjustments that can be used to ensure optimal visibility and performance during peak sales times?
7. What impact does device targeting have on the top of page bid estimate, and are there device-specific insights that can help us adjust the bidding strategy for achieving top-of-page placement?
Possible causes of worsening
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