Bid to Position - Single Account

This script is for a single account. For operating on multiple accounts in a Manager Account, use the Manager Account version of the script.

Some advertisers want their ads to show up as high as possible in the search results, no matter the cost. Others choose a more modest ad placement that costs less but provides sufficient visibility for their ads nonetheless.

Bid To Position script allows you to eventually steer your keywords into the desired position. The script is looking through your keywords, finds the one most in need of adjustment, and raises or lowers their bids in order to affect the ad positioning.

Scheduling

The script is considering the last 7 days of statistics. Schedule it to run Weekly.

How it works

The script does two things:

  • First, it finds keywords whose average position is too low, and increases their bids.
  • Then the script finds all keywords whose Ctr is better than 1% and average position is too high, and decreases their bids
Note that a single iterator can only fetch 50,000 keywords. Consequently, at most 50,000 bids will be increased, and 50,000 bids will get decreased per script execution.

You should carefully adjust the bid to your account's situation. You may want to keep factors other than just Ctr when deciding to adjust your keywords' bids.

Parameters

Update the following parameters in the script:

  • TARGET_AVERAGE_POSITION specifies the average position you intend to achieve.
  • Once the keyword's average position is within TOLERANCE of TARGET_AVERAGE_POSITION, its bids are no longer updated. We don't want a keyword's bid to keep changing up and down because it's average position is 2.9 vs. 3.1.
  • BID_ADJUSTMENT_COEFFICIENT specifies the multiplier to use when adjusting keyword bids. The larger the multiplier, the more aggressive the bid changes

Setup

  • Create a new script with the source code below.
  • Don't forget to update TARGET_AVERAGE_POSITION, TOLERANCE, and BID_ADJUSTMENT_COEFFICIENT in the code below.
  • Take a careful look at the conditions used to fetch the keywords.
  • Schedule the script Weekly.

Source code

// Copyright 2015, Google Inc. All Rights Reserved.
//
// Licensed under the Apache License, Version 2.0 (the "License");
// you may not use this file except in compliance with the License.
// You may obtain a copy of the License at
//
//     http://www.apache.org/licenses/LICENSE-2.0
//
// Unless required by applicable law or agreed to in writing, software
// distributed under the License is distributed on an "AS IS" BASIS,
// WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
// See the License for the specific language governing permissions and
// limitations under the License.

/**
 * @name Bid To Position
 *
 * @overview The Bid To Position script adjusts your bids and allows you to
 *     steer ads in an advertiser account into a desired position in the search
 *     results. See
 *     https://developers.google.com/adwords/scripts/docs/solutions/bid-to-position
 *     for more details.
 *
 * @author AdWords Scripts Team [adwords-scripts@googlegroups.com]
 *
 * @version 1.0.1
 *
 * @changelog
 * - version 1.0.1
 *   - Refactored to improve readability. Added documentation.
 * - version 1.0
 *   - Released initial version.
 */

// Ad position you are trying to achieve.
var TARGET_AVERAGE_POSITION = 3;

// Once the keywords fall within TOLERANCE of TARGET_AVERAGE_POSITION,
// their bids will no longer be adjusted.
var TOLERANCE = 0.1;

// How much to adjust the bids.
var BID_ADJUSTMENT_COEFFICIENT = 1.05;

/**
 * Main function that lowers and raises keywords' CPC to move closer to
 * target position.
 */
function main() {
  raiseKeywordBids();
  lowerKeywordBids();
}

/**
 * Increases the CPC of keywords that are below the target position.
 */
function raiseKeywordBids() {
  var keywordsToRaise = getKeywordsToRaise();

  while (keywordsToRaise.hasNext()) {
    var keyword = keywordsToRaise.next();
    keyword.bidding().setCpc(getIncreasedCpc(keyword.bidding().getCpc()));
  }
}

/**
 * Decreases the CPC of keywords that are above the target position.
 */
function lowerKeywordBids() {
  var keywordsToLower = getKeywordsToLower();

  while (keywordsToLower.hasNext()) {
    var keyword = keywordsToLower.next();
    keyword.bidding().setCpc(getDecreasedCpc(keyword.bidding().getCpc()));
  }
}

/**
 * Increases a given CPC using the bid adjustment coefficient.
 * @param {number} cpc - the CPC to increase
 * @return {number} the new CPC
 */
function getIncreasedCpc(cpc) {
  return cpc * BID_ADJUSTMENT_COEFFICIENT;
}

/**
 * Decreases a given CPC using the bid adjustment coefficient.
 * @param {number} cpc - the CPC to decrease
 * @return {number} the new CPC
 */
function getDecreasedCpc(cpc) {
  return cpc / BID_ADJUSTMENT_COEFFICIENT;
}

/**
 * Gets an iterator of the keywords that need to have their CPC raised.
 * @return {Iterator} an iterator of the keywords
 */
function getKeywordsToRaise() {
  // Condition to raise bid: Average position is greater (worse) than
  // target + tolerance
  return AdWordsApp.keywords()
      .withCondition('Status = ENABLED')
      .withCondition(
          'AveragePosition > ' + (TARGET_AVERAGE_POSITION + TOLERANCE))
      .orderBy('AveragePosition ASC')
      .forDateRange('LAST_7_DAYS')
      .get();
}

/**
 * Gets an iterator of the keywords that need to have their CPC lowered.
 * @return {Iterator} an iterator of the keywords
 */
function getKeywordsToLower() {
  // Conditions to lower bid: Ctr greater than 1% AND
  // average position better (less) than target - tolerance
  return AdWordsApp.keywords()
      .withCondition('Ctr > 0.01')
      .withCondition(
          'AveragePosition < ' + (TARGET_AVERAGE_POSITION - TOLERANCE))
      .withCondition('Status = ENABLED')
      .orderBy('AveragePosition DESC')
      .forDateRange('LAST_7_DAYS')
      .get();
}

Looking for the Manager Account (MCC) version? Click here

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