What is it?
The First Page Bridger Optimization identifies keywords with a high Quality Score (QS) that almost missed the chance to make it to the first page of results due to their current bids.
The optimization applies to your Google Ads, Microsoft Ads, and Amazon Ads accounts.
Why Use It?
With this tool, you can:
Increase your chances of showing on the first page of search results, helping you capture more traffic from users with high intent.
Prioritize efficient bid increases by focusing only on keywords with strong Quality Scores, ensuring better returns for your ad spend.
Improve overall campaign performance by turning near-miss keywords into consistent contributors to conversions and sales.
How it works
The optimization analyzes the performance data for each keyword and gathers the ones with a high Quality Score but with a bid that's slightly below the first-page bid (up to 20% lower). It'll then display the list of keywords that would have the largest impact through a minimum bid increase. By doing so, you'll increase their chances of appearing on the first page of search results, which ultimately results in more traffic and sales.
How to use it
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 the screenshot) or manually edit it on "New Bid" (M in the 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 a Google Ads 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 Google Ads or Microsoft 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 bid increase can take 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.
You can read about troubleshooting questions here.
Keywords on Automated Bidding
If you are seeing a message like this on the screen, it means that you have some keywords on automated bidding, that are converting but losing impression share. It is not possible to change bids for keywords on automated bidding.
However, if you're using the Target CPA or Target ROAS strategy, you can increase the impression share for such keywords by changing the target CPA and target ROAS at the ad group level using the optimizations Optimize Target CPA or Optimize Target ROAS.
View all Keywords on Automated Bidding Strategy
You can view all the keywords on automated bidding for which there are no suggestions shown by clicking on 'here'. It opens up "Keywords on automated bidding strategy" in Rule Engine giving detailed list keywords with a high-quality score that need to be optimized to make their place on the first page.
If you have questions, send a message to our support team and they will be happy to help you :).
Advanced Mode
Keywords that show below the first-page bid in Google Ads are not always below the first page. They sometimes show up on the first page of search results and may have received traffic. Keeping this in mind, we added an advanced mode to the First Page Bridger optimization.
In the advanced mode, you get access to additional metrics and settings.
Additional settings to see suggestions:
Restore to First Page: High potential keywords that have bids below the first-page bid. This filter helps to find keywords that have been shown on the first page earlier and increasing the bid will restore their position.
Promote to First Page: Shows keywords that have bids below the first-page bid. This filter helps to find keywords that haven't received much of a chance to show on the first page and increasing the bid will push them to the first page.
All: This filter shows all keywords below the first page that have a Quality Score of 5 and above. We recommend using custom filters with this strategy.
View additional metrics: View additional metrics like conversions, cost, and clicks that can help you make a decision when increasing bids.
How do I enable the Advanced Mode?
The Advanced Mode is turned off by default. To enable it, click on the Advanced Mode switch in the left-side selector on the tool.
Tips and Recommendations
When viewing 'All' suggestions, we recommend using the custom filters to find high potential keywords to increase bids.
If you're on a budget, and the keywords haven't received any traffic, we recommend choosing keywords that have a high Quality Score.
Use Cases
Give High-Quality Keywords a Chance Without Overpaying
Problem: You notice that several of your high-quality keywords are not appearing on the first page, even though they have strong Quality Scores. Increasing bids across the board feels risky and may inflate your costs without guaranteed results.
Solution: The First Page Bridger identifies keywords that are just below the first page bid threshold. Apply small, calculated bid increases (e.g., First Page Bid + 10%) only to those keywords that are most likely to benefit. This ensures you improve visibility without overspending.
Prioritize Bid Increases Based on Impact
Problem: You struggle to decide which keywords deserve budget allocation when multiple keywords are competing for bid increases. Random adjustments lead to inconsistent performance improvements.
Solution: The tool allows you to segment keywords based on Quality Score and required bid increase using the tool’s recommendations. Focus first on keywords with minimum increase and maximum impact, then scale efforts to medium and high increase groups.
Demo Video