When it comes to running online ad campaigns, one of the most common goals is to increase visibility. Whether you’re looking to raise brand awareness or make sure your ads are seen by as many people as possible, visibility is key. So, what bidding strategy should you choose when visibility is your main goal?
The answer is simple: Target Impression Share.
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What is Target Impression Share?
Target Impression Share is a bidding strategy in Google Ads that allows you to control how often and where your ads appear in search results. Instead of focusing on clicks or conversions, this strategy ensures your ad is shown a certain percentage of the time, based on your goals. You can set your ads to appear at the top of the page, anywhere on the page, or even in the absolute top position.
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Get my plan →For example, if you want your ads to appear 70% of the time at the top of Google search results, you can set that as your target. Google Ads will automatically adjust your bids to meet this goal.
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Why Choose Target Impression Share?
If you’re aiming for visibility, this bidding strategy makes sense because it ensures as many people see your ads as possible. Here’s why it’s useful:
- Brand Awareness: If your primary goal is to get your brand in front of more people, Target Impression Share is the perfect tool. It helps ensure that your ads are visible when potential customers are searching for relevant keywords.
- Flexible Targeting: You can decide exactly where you want your ads to appear—whether at the very top, in any position on the page, or in the absolute top slot. This control allows you to adjust your campaign based on what works best for your business.
- Competitive Edge: If you want to stay ahead of your competition by having your ad appear more often, this bidding strategy helps you maintain visibility and keep your brand top of mind for potential customers.
How Does It Work?
To use Target Impression Share, you set a percentage goal for how often you want your ad to appear. For example, if you set a goal of 80% for your ads to show at the top of the search results, Google will automatically adjust your bids so that your ad meets that goal.
However, it’s important to remember that the higher your target percentage, the more competitive the bidding will be, and this can lead to higher costs.
Final Thoughts
When visibility is your campaign goal, choosing the right bidding strategy is crucial. Target Impression Share is designed specifically for businesses that want to ensure their ads are being seen by a larger audience. By using this strategy, you can raise brand awareness, increase your ad’s presence on the search results page, and stay competitive in your market.
If your priority is being seen, then Target Impression Share is the right strategy for you!
Written by Uzair Kharawala
Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.
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