Google Ads released Target Impression share bidding strategy
This automated bidding strategy is aimed ad generating maximum reach and awareness.
Sometimes it may be useful to focus on Impression share in order to reach a high visibility. It is not only interesting for your brand terms campaigns, it may help achieve a high visibility on non-branded terms campaigns when you want to put forward a big launch or a unique action or promotion.
With Target Impressions share bidding you can just do that. It is the new automated bidding strategy from Google Ads now available in Belgium. The bidding strategy is set at campaign level and gives you three options in terms of placements: .
- Absolute top of the page (position one)
- Top of the page (above the organic results)
- Anywhere on the page (above or below the organic results)
Once you choose the placement, you are then able to set the impression share percentage target. This can go as high as 100%. The maximum CPC bid limit allows to control bidding but Google recommends not to set the max bid limit too low.
Although we believe that Impression share is a metric that can be controlled easily, we think that this automated bidding strategy can be time-effective while setting short-term awareness campaigns and thus definitely worth the try. But the performance will still depend on the keywords used in the campaign that demand some guidance at start-up and during optimization phase.
But once definite keywords are chosen, the target Impression share bidding strategy can be an easy feature to turn on and off during crucial time periods for a brand or an advertiser.