First Page Bridger - User Guide

What is the First Page Bridger Optimization?

The First Page Bridger Optimization is a tool which identifies keywords with a high Quality Score (QS) that almost missed the chance to make it to the first page of results with their current bids. The current bid for these keywords is less than 20% below the required first page bid.

How does it work

The optimization analyzes the performance data (bids slightly below the First Page bid, and have high Quality Score) for each keyword and gives you a list of keywords that will have the largest impact with a minimum bid increase.

Why should I use it?

The optimization recommends selectively increasing bids for the recommended keywords as they are likely to have the highest impact with a minimal rise in the bid. By increasing the bids for these keywords, you increase their chances of appearing on the first page of search results which results in more traffic and sales.

How to use it?

You can find the First Page Bridger optimization under the Optimizations tab, or access it directly here.

Setting up the parameters

First, select the campaigns you want to see suggestions for, then select the filter level. The predetermined filter levels filter out suggestions based on traffic and Quality Score. 

You can turn on the Advanced mode* to access more settings and metrics. 

  • Conservative: results with a Quality Score of 7 or more.
  • Normal: keywords with a QS of 6 and above.
  • Aggressive: suggestions with a QS of 5 and above.

Set the new bids for the selected keywords. You can either do it automatically by pressing the Set Bids menu (A in screenshot), or manually edit it on "New Bid" (M in screenshot).

  • For automatic updates you can choose a percentage number and click update. For example, if you select "First Page Bid + 10%", the bid will be increased 10% above the required first page bid.
  • For manual updates you can set a specific new bid of your choice.

You'll see a list of results for suggested keywords with the following information:

  • Current Bid: the current bid of the keyword.
  • First Page Bid: the required bid for the keyword to become eligible to appear on the first page of search results.
  • New Bid: the new bid after the percentage increase. You can modify it depending on your requirements.

Like most of our optimizations, you can download the results as a CSV or an AdWords Editor file. 

After you are done reviewing the results, you can click the Apply Changes button and the system will ask you for confirmation before uploading the new bids to your AdWords or Bing Ads account.

Tips to use the First Page Bridger

We suggest segmenting keywords in three sections based on impact and the required bid increase to meet the first page requirements:

  • Minimum increase - maximum impact: Keywords with high QS (7 -10) (bid increase 10 - 20%).
  • Medium increase - high impact: Keywords with QS between 5-6 (bid increase 20 - 40%).
  • Maximum increase - least impact: Keywords with a QS lower than 5  (bid increase 40% +).

Because the rise in the bids takes some time to affect the account performance, we recommend running the optimization every 7-14 days. Keep in mind that the lower the Quality Score, the higher the required bid to get a good ad rank.

*Advanced Mode not available for Bing Ads accounts.

You can read about troubleshooting questions here.

Demo Video

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