In the Status column under your account's Keywords tab, you might see a metric labeled First page bid estimate. The estimate approximates the cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when a search query exactly matches your keyword. The estimate is based on the Quality Score and current advertiser competition for that keyword. This metric appears only if you're using manual CPC bidding and only when your current bid doesn't meet or exceed the first page bid.
If your first page bid estimate is very high, it may mean that your keyword's Quality Score is poor. Click the icon in the Status column to open the Keyword Analysis field. There you'll find details about the keyword's Quality Score which will help you work to improve it. See a list of optimization tips to help you improve your Quality Scores and lower your costs.
Note: The first page bid estimate is intended to give you greater insight with which to plan your bidding strategy. Meeting your first page bid estimate is not a guarantee of ad position. Ad position will still depend on Quality Score, your CPC bid, your budget and account settings, and user and advertiser behavior.
See a list of frequently asked questions about first page bid estimates.
