About Target impression share bidding (2024)

FAQs

What is a good Target impression share? ›

Once you've decided upon target IS, we typically recommend using Absolute Top Impression Share as your target metric, with the setting around 80%.

What is the Best Percent (%) Impression Share to Target? As with all Google Ads strategies, you should experiment, measure and optimise based on performance data. If you're starting a new campaign, try starting with 60% Target IS and gradually increasing based on the CTR, Clicks and Impression Share achieved.

Impression share = impressions / total eligible impressions

Eligible impressions are estimated using many factors, including targeting settings, approval statuses, and quality. Impression share data is available for campaigns, ad groups, product groups (for Shopping campaigns), and keywords.

Limited applicability. Target impression share may not be the best fit for every campaign, especially if your primary goal is conversions or optimizing for a specific cost per acquisition (CPA).

If you're using unbranded and relatively unique keywords, it's good to try to have an impression share of at least 90-95%, but for more popular keywords or if you have a limited budget, 60% is a good benchmark.

In general, 1-3 impressions per user works well if your goal is for your audience to better remember your ad. Cost per mille (CPM) can also play an important role in determining how many impressions are best for your ads. Facebook Ads are purchased on a CPM basis.

Increase your bid: Raising your bid can improve the likelihood that your ad will show for a given ad auction. Decrease regional targets: If you decrease your regional targets, you may see an increase in impression share.

According to Google Search Console Benchmarks for All Companies, a good number of organic impressions is around 122k a month.

So target impression share focuses around visibility on the search results page before the click. But then maximize clicks goes the other way. And what you're doing with this strategy is saying you want Google to get as many clicks to your website from your keywords as possible within your budget.

What is a good reach to impression ratio? ›

For better understanding, think of it this way: In a real-life scenario, you post your content, and ten people see it. More specifically, those ten people see it three times each. In this situation, your reach is 10, and your impressions are 30.

A bid that you set to determine the highest amount that you're willing to pay for a click on your ad. If someone clicks your ad, that click won't cost you more than the maximum cost-per-click bid (or "max. CPC") that you set. For example, if you set a $2 max.

Target impression share can be useful for campaigns with brand terms. For example, let's say 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.

Impression share captures how often you are eligible to appear on the search network when people enter searches for the terms you are targeting. When your impression share is low, it implies that there is room for improvement in your campaigns.

Target CPA bidding is an automated bid strategy that sets bids for you to get as many conversions or customer actions as possible. When you select the Target CPA (cost-per-action) bid strategy, you set your desired average cost per conversion.

Viewability benchmarks and standards

Typically, ads that have 70% or higher viewability perform better than ads below that threshold. However, most ad campaigns can have viewability between 30% to 40% and be successful.

What is a good CTR? CTR shows how often users clicked on your ads. While a good CTR depends on several factors specific to your ad campaigns, the average CTR for search and display ads is 1.9%. For search ads specifically, the average CTR is 3.17% and for display ads, the average CTR is 0.46%.