A bid strategy with an effective revenue share (ERS) goal allows you to set a target percentage. You're instructing DoubleClick Search to manage your keywords so the target is reached. To reach the ERS target percentage, DoubleClick Search raises or lowers the bid based on how the actual ERS compares to the target ERS.
ERS is a percentage based on the following calculation:
- Effective revenue share (ERS) = (spend ÷ revenue) × 100
Enter the ERS target percentage in this field.
Include position goal
You can combine a Position goal with an ERS goal to help your program meet multiple objectives. Use this combination if you're trying to meet an ERS objective, but you also want to ensure that the keyword never drops below a particular position or rank. For example, you have an ERS goal, but you also want to make sure the ads always appear on the first page of search results.