Google will be adding bid management software named as "Position preference" to the Adwords. This would be a beneficial tool for the Adwords advertisers. It is stated that this particular software would work in replacement for tools such as Atlas Onepoint, KeywordMax, BidRank, and Bidhero. Not only this, if you login to Adwords and go to "edit settings," you would probably see "position preference" option in the Awords. Main function of the "position preference" tool is to let you set a position for some specififc keywords for your ad.
Position preference would also let you convey your message to Google, so that you can choose your own location to display your ad on a given page.
SEW provides a detailed study of this feature.
A section of the SEW has been discussed below:
We have a new option within Adwords. See below. Ultimately, you can try and determine the position of specific keywords within an account. If you go into Edit Settings you can activate this for each or all the campaigns and then decide at KW level.
Whenever you run a keyword-targeted ad, your ad is assigned a position (or rank) based on your cost-per-click (CPC) bid, your keyword's Quality Score, and other relevant factors. There may be dozens of positions available for a given keyword, spread over several pages of search results.
If you find that your ad gets the best results when it is ranked (for example) third or fourth among all AdWords ads, you can set a position preference for those spots. AdWords will then try to show your ad whenever it is ranked third or fourth, and avoid showing it when it is ranked higher or lower. If your ad is ranked higher than third for a given keyword, the system will automatically try to lower your bid to place your ad in your preferred position.
You can request that your ad be shown only when it is:
* Higher than a given position (such as above 7)
* Lower than a given position (such as below 4)
* Within a range of positions (such as from 2-8).
* In a single exact position (such as position 2).