When reviewing your client’s Search Network campaign, you notice that the ads in one of the ad groups have a low average position.
Correct Answer
Target search page location
Why is this the correct answer?
Target search page location is the primary bidding strategy used to resolve a low average position within a Search Network campaign. This automated portfolio bid strategy functions by dynamically adjusting your keyword bids to ensure your ads appear either at the very top of the search results or at least on the first page of Google. When a client's campaign suffers from poor visibility, this mechanical approach bypasses the need for manual adjustments, focusing strictly on placement rather than conversion metrics or click volume. It is particularly effective in competitive auctions where maintaining a high-profile presence is critical for brand authority and click-through rate. By setting a 'Target search page location,' the system analyzes historical data and real-time signals to place bids that are aggressive enough to overcome a low average position, ensuring the ads remain prominently displayed to potential customers during their search journey.
Why are the other options incorrect?
Maximize clicks
Maximize clicks focuses on volume rather than placement, often resulting in many low-cost clicks from the bottom of the page. This fails the scenario because it does not guarantee the bid increases necessary to lift an ad from a low average position.
Enhance cost-per-click (CPC)
Enhanced CPC adjusts manual bids to maximize conversions, but it does not have a mechanism to target a specific rank or page location. It might ignore a low average position entirely if the current lower position is converting efficiently at a lower cost.
Target return on ad spend (ROAS)
Target ROAS prioritizes financial return and will frequently bid lower to maintain a specific profit margin. In this client's case, the strategy might continue to accept a low average position if the top spots are too expensive to yield the desired return on ad spend.
Real-World Example
A premium HVAC repair service found that their Search Network campaign was underperforming because their ads had a low average position, often appearing on page two. After implementing the Target search page location bidding strategy set for the 'top of the first page,' their visibility improved instantly. Within 30 days, their top-of-page rate climbed from 15% to 78%. This strategic shift using Target search page location led to a 50% increase in emergency service bookings, as customers rarely scrolled past the first few results when facing a heating crisis, proving that position is often paramount to volume.