What is Target Impression Share Bidding?
Target impression share (TIS) is the automated bidding strategy in Google Ads that sets bids with the goal of placing the ads among the top ads, on the top of the page, or anywhere on the search engine results page. With the target impression share bidding that allows appropriate ad placement, the advertisers set a target for the number of impressions they would like to receive on their ad. The Google ads automatically adjust bids to reach the target number of impressions on the ad. This bidding strategy is especially helpful for businesses who want to create brand awareness or increase traffic to their website.
Benefits of target impression share bidding strategy
- Improved brand visibility
By setting a target percentage for ad impressions using target impression share bidding, you can improve your brand’s visibility and recognition.
- Better targeting
Target impression share bidding helps you reach your target audience by placing ads in places where you may likely find your relevant audience.
- Increased conversion
By reaching the target audience through appropriate ad placement by TIS bidding, you are likely to increase the potential conversions on the ad.
- Ad placement control
Target impression share bidding allows you to control ad placement, especially in a highly competitive market where brand visibility is a struggle.
Placement options in Google Ads
The target impression share bidding in Google ads provides three placement options to the advertisers, and the automated bidding strategy sets bids on the ads to show them in the targeted areas according to the placement settings updated by the advertisers. The three placement options include
- Anywhere on the page
The bid is adjusted to show the ad anywhere among the other organic ads on the search results page.
- Top of the page
These ads are shown adjacent to the top organic results but not necessarily as the first ad on the search results page.
- Absolute top of the page
This ad is shown as the very first ad among the top ads on the search results page.
Best practices for target impression share bidding
- Set realistic goals
To maximize the benefits of target impression bidding, it is vital to set realistic target impression goals within the set budget.
- Choose the right placement option
Ad placement is crucial in optimizing the target impression share bidding to maximize the number of impressions on the ad. The better ad placement will impact how many people will view and click your ad.
- Use relevant keywords
You can also optimize your performance by pairing target impression share bidding with relevant and well-defined keywords to reach a higher volume of target audience without increasing the percentage of target impression share.
- Regularly monitor ad performance
Monitor the performance of the ad using metrics such as click-through rate or conversions to analyze if this bidding strategy and increased ad visibility are helping you meet your goals.
Target impression share (TIS) bidding strategy is an effective way to improve the visibility of your ad and create brand awareness. With automatic bid adjustments and appropriate ad placement, you can effortlessly target your audience and enhance ad performance with increased clicks and conversions.
