8/26/2023 0 Comments Target impression share strategyMost businesses utilize online advertising to bring in conversions rather than to simply get website traffic or increase brand awareness. So now that you know what the maximize clicks strategy entails, when is the right time to use it? ![]() The target impression share bid strategy is mainly used for businesses that want to increase brand awareness on search engines rather than placing a focus on a particular action for users to take.īased on the value that you provide, Google prioritizes showing your ads a certain percentage of the time for the keywords you’ve chosen.įor example, if your business is Green Beach Bicycles and you want to make sure your ad shows up 90% of the time when people search your business, then you’d pick the target impression share bid strategy with the value of 90%. This bid strategy is only available to businesses that sell something online – like ecommerce stores – and have a value, or dollar amount attached to their conversions. Again, just like target CPA, the value you provide has to be realistic and based around some historical data. Here, the value you provide is not a dollar amount (like in target CPA), rather a percentage which tells Google how many times your ad spend you want to get back in purchases. Similar to target CPA, the target ROAS bid strategy also works by providing a value to Google, but instead focuses on reaching a desired return on ad spend versus an acquisition. You will have to define what that target cost is in Google Ads when choosing the target CPA bid strategy and the number you choose has to be somewhere in the ballpark of what you already see conversions coming in at (more on this later). With this bid strategy, Google focuses on bidding for keywords that will get conversions or acquisitions (phone calls, leads, purchases, subscriptions, etc.) – defined by the advertiser – at or around a certain cost every time. It’s really up to the advertiser’s choosing whether or not they find a specific action valuable enough to track as a conversion.ĬPA stands for cost per acquisition. A conversion is in essence a valuable action that an advertiser wants users to take outside of just going to the website or landing page.Ĭonversions can be anything from a phone call or form submission for service based businesses, or a purchase or newsletter subscription for ecommerce businesses. The maximize conversions bid strategy focuses keyword bids on those that are most likely to lead to a conversion. It bids on keywords with the sole purpose of maximizing the amount of clicks on ads that lead users to a website or landing page of the advertiser’s choosing. The maximize clicks bid strategy does exactly what you think. They are as follows: maximize clicks, maximize conversions, target CPA, target ROAS, and target impression share. These goal-based automated bid strategies are set at the campaign level and share the name of the function they serve. ![]() These automated strategies use AI, historical data, and user data across Google’s platforms (Google, YouTube, Gmail, websites with AdSense, so on and so forth…) to target ads towards users who are most likely to match a certain goal that advertisers on Google may have. Overtime as Google’s systems got smarter with more data and AI technology, the platform, and as a result people, started moving away from this “archaic” bid strategy and more towards “goal-based” automated bid strategies. Since Google charges advertisers on a per click basis, the traditional strategy for bidding consisted of manually setting a bid price for each keyword. So a bid – for those of you that don’t know – is how much an advertiser is willing to pay for a click on their ad when a keyword they’re going after is searched on Google. Now with all these new automated bid strategies, it can be difficult to know what each is for, and more importantly, when to use which.īelow we’ll be outlining the automated bid strategies that you need to know about and more importantly, when the right times are to use them. Back in the day there were only a few bid strategies and for the most part, people set their bids manually. It seems like new, automated AI bid strategies are being released by Google so often that it’s hard to keep up.
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