Ryan Moothart // Apr 8 2011
Most of the time, I love Google. But sometimes they throw a curve ball at me and make my life more difficult. On Tuesday, Google announced it’s removing the preferred position bidding feature from AdWords starting in early May and accounts can no longer begin using the feature effective immediately. And I was having such a good morning when I read about this too (sigh).
If you manage your PPC accounts through a third party program (such as Click Equations) that allows you to utilize preferred position bidding, then your accounts won’t be affected. If you stick with the AdWords interface, however, then you’re going to have to get creative. It will be possible to bid by position preference once AdWords removes the feature; you will just have to use automated rules.
Let’s say you have select keywords in an ad group which you want to bid to the number 1 position. Here’s how you do it, step-by-step:
Voila! You’re set. You can use this list as a template to set other position preference rules as well, such as keeping your ads below the second position but above the fifth. Furthermore, you can create up to ten automated rules.
If you use the position preference feature in AdWords currently, you have the rest of April to enjoy it. However, you should begin making the transition to automated rules in the next week or two before the feature disappears entirely.
Ryan is a PPC strategist at Portent, Inc. He started at Portent as an intern soon after graduating from Willamette University with a BA in Rhetoric & Media Studies. Read More