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instances where target impression bid strategy makes sense?
Working in an account where there are a ton of distributors bidding on their keywords. This causes the brand to sometimes lose the abs. top of page position and lose customers from their ecom site to the distributor. I have always used either manual cpc, or max conversions for a brand campaign since it is conversion focused.. but in this instance would it make sense to use target impression share?
With a conversion focused bid strat I do expect google to adjust based on their signals, but I worry that capturing all the traffic might result in poor CPA/CVR since they also have a physical location. The client wants to show up 100% of the time at abs. top but i’m trying to manage expectations.
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1 Reply
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You’ll have to focus on a goal and stick with it. It’s unlikely you’ll get your cake and eat it too. Decide what’s most important.
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I’ve always thought that it’s a sucker bet. Personally, I would never use it.
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It’s a helpful middle ground between manual and a conversion focused approach.
Example: lets say “widgets” has very high volume, but “luxury green widgets” is lower volume but drives HUGE tickets for your client. Other advertisers also know this, and the average CPC is $15. You set manual bids to $20 so you always show position 1.
You might test that against a target impression strategy and see if you can still get in that top pack without ALWAYS paying the premium to be first. Maybe you find out that luxury green widget shoppers click the first 3 links and then make their decision. So now you don’t need to pay the premium of hitting absolute top impression share, and just getting top impression share is fine.
So with the same conv rate, you drop your CPCs down to $12 and now you’re saving considerable money without dropping leads or impressions. It also learns that other advertisers bid down on weekends, so it automatically adjusts your bids then as well and saves some additional money (something that maybe you wouldn’t have caught without a deep dive into the day / time report).
Of course that’s the theory – it never quite works out that way in practice so you have to A/B and figure out which works best.
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