About Target impression share bidding

Target impression share is a Smart Bidding strategy that automatically sets bids with the goal of showing your ad on the absolute top of the page, on the top of the page or anywhere on the page of Google search results. Target impression share is available either as a standard strategy in a single campaign or as a portfolio strategy across multiple campaigns. This article explains how Target impression share bidding works and what its settings are.

Before you begin

If you don’t yet know what type of automated bid strategy is right for you, read About automated bidding first.

How it works

Target impression share bidding automatically sets bids to help achieve your Impression Share goal across all campaigns using this strategy.

Note: Impression Share only includes the Google Search Network (excluding Search Partners).



There are three options for the Target impression share strategy, depending on where you want your ads to show: on the absolute top of the page, on the top of the page, or anywhere on the page of Google search results. Google Ads automatically sets your bids to show your ad, based on your placement settings.

For example, if you choose an Impression Share target of 65% on the absolute top of the page, Google Ads will automatically set your CPC bids to help show your ads on the absolute top of the page 65% of the total possible amount of times that they could show.

Bid limits

The Max. CPC bid limit is a cap on bids set by this bid strategy. It's important not to set this limit too low. Otherwise it can restrict the bids set by the strategy and prevent you from reaching your Impression Share goal.

Bid adjustments and Target impression share

Bid adjustments allow you to display your ads more or less frequently based on where, when and how people search. As Target impression share helps optimise your bids based on real-time data, your existing bid adjustments won’t be used. You can still set mobile bid adjustments of -100%, to prevent your ad from showing on mobile devices. You don’t need to remove any existing bid adjustments – they just won’t be used.

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