Google is rolling out new keyword bidding suggestions in AdWords

Many users around the globe are noticing a new keyword bidding interface in the AdWords UI today. Clicking to update the Max CPC on a keyword brings up a new look with suggestions tailored to the specific keyword.

Kelly Baker, paid media manager at UK-based digital marketing agency Prodo, tweeted a look at the options users will see when they click to change a keyword bid:

Instead of just showing a single dialogue box like this…

… Google will show bid suggestions for various page positions, even if the bid simulator is not available for the keyword. Google may show one, two or three bid suggestions depending on the current standing on the keyword bid. For example, when bids are below the first page bid, Google may just show the one bid recommendation to get shown on page one with regular frequency.

Also notice the language Google is using. Instead of “top of page,” Google makes a suggestion to show “Above all organic search results.” (I can’t help but feel a little stab at SEO with that.) Instead of “first position,” Google suggests a bid to show “Above all other ads.” The new phrasing is probably clearer for newer users and also reflects the fewer ad position options with right rail ads gone.

This is still rolling out, so you may not see it in your accounts just yet.

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About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.