For some situations, ideal performance means being present on certain search terms. Use Target Impression Share to help ensure that your ads are meeting a specific impression threshold.
Target Impression Share can be useful for campaigns with brand terms. For example, let’s say that you want your ad to show 100% of the time when a user searches for your brand. You can set the Target Impression Share to 100% and the system will then try to show your ad on 100% of auctions in that campaign. This bid strategy can also be useful in raising awareness of your brand. Let’s say that you run ads for a local shoe shop but you’re competing with larger shoe stores. You could focus on Target Impression to ensure your brand is showing up when customers are conducting important searches nearby.
Target Impression Share won’t be applicable for every situation, so continue to align your bidding strategies to your campaigns’ goals.
Business Goal |
Campaign Goal |
Smart Bidding Method |
| Increase Sales or Leads | Get as many conversions as possible at a fixed budget or fixed ROI | Max Conversions, Target CPA |
| Increase Profit | Hit a Return on ad spend (ROAS) that is a profitable level for a specific campaign type | Target ROAS |
| Increase Website Visitors | Get as many clicks to your websites as possible with the given budget | Max Clicks |
| Increase or stabilize awareness | Show in a certain percentage of eligible auctions | Target Impression Share |
Posted by Josh Moser, Product Manager, Google Ads
