Should you use Target Impression Share bidding in Google Ads?

By: Jyll Saskin Gales, Google Ads Coach

Have you ever wondered why some advertisers use Target Impression Share bidding in their Google Ads campaigns?

Let's explore what Target Impression Share is, how it works, and when it might be the right choice for your campaigns. Here's what we'll cover:

• Understanding Target Impression Share bidding
• Benefits and drawbacks of using Target Impression Share
• Common use cases for Target Impression Share
• How to set up Target Impression Share in your campaigns
• Alternative bidding strategies to consider

What is Target Impression Share Bidding in Google Ads?

Target Impression Share is an automated bidding strategy that focuses on maximizing your ad's visibility in search results. With this strategy, you tell Google Ads the percentage of available impressions you want to achieve, and the system automatically sets your bids to try and reach that target.

For example, if you want your ad to appear at the top of the page for 50% of relevant searches, you would set your Target Impression Share to 50%. Google Ads will then adjust your bids to try and ensure your ad appears in that position as often as possible.

Why Use (or Not Use) Target Impression Share?

Benefits of Target Impression Share:

• Increased visibility: Target Impression Share can help you dominate the search results and ensure your ads are seen by a larger audience.
• Brand awareness: Higher visibility can lead to increased brand awareness, even if users don't click on your ads.
• Competitive advantage: Outrank your competitors and capture more attention.

Drawbacks of Target Impression Share:

• Focus on impressions, not conversions: This strategy prioritizes visibility over conversions or ROAS.
• Potentially higher costs: Achieving high impression share can require higher bids, potentially increasing your costs.
• Limited control over efficiency: You have no control over your CPA or ROAS vs true smart bidding strategies.

When to Use Target Impression Share in Google Ads

Target Impression Share can be a good option in certain situations:

• Brand awareness campaigns: If your primary goal is to increase brand visibility, Target Impression Share can be an effective strategy.
• Competitive markets: In highly competitive markets, Target Impression Share can help you ensure your ads are seen.
• Specific campaign goals: If you have specific goals related to impression share or ad position, this strategy can help you achieve them.

However, if your main focus is on conversions or ROAS (which, let's face it, is the reality for most of us), you will be better off with true smart bidding strategies like Maximize Conversions, Maximize Conversion Value, Target CPA, or Target ROAS.

Setting Up Target Impression Share bidding in Google Ads

To set up Target Impression Share bidding:

1. Go to your campaign settings.
2. Choose "Target Impression Share" as your bidding strategy.
3. Set your target impression share.
4. Select your location (absolute top of the page, top of page, or anywhere on the page).

Choosing the Right Bidding Strategy in Google Ads

Ultimately, the best bidding strategy for you depends on your specific goals and priorities. If you're unsure which strategy to choose, I generally recommend starting with Maximize Conversions.