Google Ads has given advertisers a nifty new bidding strategy called ‘Target Impression Share’. It’s an automatic bidding system that allows advertisers to choose the percentage of impressions they want for different search terms (in other words: target a certain sized slice of the ad auction pie).
Another way to use it would be for local searches. You could use it to ensure your ad shows up more often for local searches, which is handy if you’re a local brand competing with larger brands – a boutique Pizza restaurant in Mosman competing with Butlers Pizza in the SERPs, for example.
Target Impression Share gives you a few options to choose from in terms of where on the page you’d like to have your ad display:
- Absolute top of the page
- Any position in the top section of the page
- Anywhere on the Google SERP
Google advises not to set your max CPC bid limit too low (surprise surprise), as this may restrict the bids and prevent your campaign from reaching its goal. Target Impression Share is a very smart strategy by them, but if we’re honest, it’s very handy for users as well.
Why Should You Care?
Target Impression Share gives you the opportunity to ensure that your ad is displaying on the terms most important to you.
The algorithms it runs to help you do this (within your budget and without needing to spend 24 hours a day monitoring it) are beyond what any human could do manually.
As Google said when they announced it earlier this week: “For some situations, ideal performance means being present on certain search terms…” And you now have a tool to help you do just that.
The Target Impression Share option is available as both a standard strategy in a single campaign or as a portfolio strategy across multiple campaigns.
You can learn more about it here.