Below first page bid: what it means and what to do.

Where it shows: in the Status column of the keywords table.

• A manual bid set below the price of the auction.
• A low Quality Score, which raises the bid needed for the same position.
• Strong competition on the keyword.

1. Add the Est. first page bid column next to Max. CPC to see the gap.
2. Check the keyword's Quality Score and its three parts before raising anything.
3. If the keyword is worth it, raise the bid toward the estimate, or move it to a conversion-based bid strategy.
4. If it is not, leave it or pause it, and spend the money on keywords that convert.

The status applies to manual bidding. With Smart Bidding, Google sets the bid for each auction and the estimate matters less.

Improving ad relevance and landing page experience lowers the bid needed, which is often cheaper than paying for the position.

Review manual bids every month against the first page estimates, since auction prices drift with the season.

Move keywords with steady conversions to a conversion-based strategy, so their bids follow the auction without you resetting them.

Oppy runs these every week, so the status is found early.

• Keywords Google rates well that have not spent in months: Keywords Google rates well and shows, that have not spent in months.
• Lost impression share that is worth buying: Impression share lost to budget, on campaigns that convert well enough for the missed searches to be worth buying, with what buying them would cost.

• Bid
• Quality Score
• Ad Rank