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Target Impression Share for Very High ROAS terms?
Posted by on March 9, 2021 at 7:51 pmHello, fellow redditers.
A few of our clients, and specifically, a dental clinic, have terms that lead to a very high average ticket, and because of that, he hopes to appear as much as possible, as the ROAS will probably be worth it regardless of how expensive the cost per conversion is.
Now, in the city that clinic is located, one vertical of treatments is not that competitive, so we started testing Target IS 95% Absolute Top of IS. The client’s rationale is that we want as many leads as possible and showing up first every single time is what can lead to that.
For more competitive situations, of course, is not that simple, as CPC can get so out of hand it turns the campaigns unprofitable. For this vertical, however, we believe we can dominate it and the leads are worth it. Would you use Target IS on this situation? If not, what would you choose as the bid strategy?
We are also testing on a more competitive vertical (dental implants), but in this one we are not close to achieving 90% IS so far, and campaigns are still limited. I think for this one probably cost/conversions will rise too much, but we decided to let the budget loose for a few days to test how far the campaign can go.
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1 Reply
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Well, personally I wouldn’t use TIS for conversions if that’s your plan. Besides that, you will rarely see 100% coverage so you better keep an eye on your CPC before you demolish your budget. If I had to do it no matter what, I’d set a max CPC bid about 30% over my current bid so that I don’t pay too much for a click. If the results are not what I expect, I’ll just increase it. If I can lower it, even better.
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