Now that you know how your AdWords perform on the top of the page, versus on the side, the next question is how much it’ll cost you for that (presumably) better performance. Google aims to answer that question with a new metric — top of page bid estimates — announced today, which shows how much an advertiser would need to bid to have their ad appear regularly in one of the top positions.
The function is similar to the first page bid estimates that Google introduced back in 2008.
Of course, a high bid isn’t enough to guarantee a top placement as quality score rules still apply.
To see the metric, advertusers should go to the Keywords tab, click the Columns button. Select “Customize Columns” and check the “Est. top of page bid” box and Save.