Create a specific type of bid strategy

Target impression share with a Search Ads 360 bid strategy

Applies to Google Ads and Yahoo! Japan

A Search Ads 360 bid strategy that targets a specified impression share sets bids with the goal of showing your ads on the absolute top of the page, on the top of the page, or anywhere on the page of search results.

By automating bidding to target an impression share, you may be able to have more control over the location of ads on the search results page.

You'll also be able to review bid strategy performance by comparing the metrics in one of the appropriate columns. 

Learn more about supported impression share metrics in Search Ads 360.

Google Ads campaigns in keyword position bid strategies deprecated 

Keyword position (also referred to as Ad position) bid strategies for Google Ads were deprecated on August 15, 2019. Learn more.
 
Impression share bid strategies are the suggested replacement for Google Ads campaigns currently managed by keyword position bid strategies. Please move your Google Ads campaigns from keyword position bid strategies to impression share bid strategies. Learn more about how to move your Google Ads campaigns to a different bid strategy.

Yahoo! Japan campaigns in keyword position bid strategies deprecated 

Keyword position bid strategies for Yahoo! Japan will be deprecated on September 15, 2019. Learn more.
 
Impression share bid strategies are the suggested replacement for Yahoo! Japan campaigns currently managed by keyword position bid strategies. Please move your Yahoo! Japan campaigns from keyword position bid strategies to impression share bid strategies. Learn more about how to move your Yahoo! Japan campaigns to a different bid strategy.

Create an impression share bid strategy

  1. Navigate to an advertiser.

    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the "Agency" list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the "Advertiser" list, click on the advertiser.

    4. Click Apply or press the Enter key.

    Search Ads 360 displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. In the left navigation panel, click Bid strategies.

  3. Click the Bid strategies tab.

  4. Click + Bid strategy, which appears above the reporting table. 

  5. Enter a name for the bid strategy and select a currency.

    The default selected currency is the advertiser's currency if at least one engine account uses the same currency as the advertiser. Any other currencies that are listed come from the engine accounts. All campaigns managed by the bid strategy must use the same currency.

    If an advertiser contains a single engine account, the only available currency is the engine account's currency.

  6. Select Impression share and then click Next.

  7. On the "Target" page, select one of the following to specify ad locations on the search results page:

    • Anywhere on page

    • Top of page

    • Absolute top of page

  8. Specify the percentage of eligible impressions that you want your ads to appear in the selected ad position on the search results page. 
    The bid strategy will set bids with the goal of displaying your ads in the selected position to achieve the impression share.

  9. Optional. Enter the maximum bid that the bid strategy can set to display your ad in the selected position. If you set the maximum bid too low, the bid strategy might not be able to set bids to position your ads.

    Set a maximum bid that is approximately 3 times the CPC used to the target a location to give the bid strategy room to meet your goal.

  10. Click Save bid strategy.

  11. Apply the bid strategy to Google Ads campaigns. 

    • Impression share bid strategies can only be applied at the campaign level.
    • Changes to impression share bid strategies made at the ad group or keyword level through bulksheet edits will not be applied.
    • Impression share bidding only includes the Google Search Network.
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