Instructor: Target Impression Share.
Target Impression Share is a newer bidding strategy.
With Target Impression Share,
advertisers set a goal impression share percentage
that they want to achieve for their ads.
So the main objective is focused on awareness and reach.
If you want a specific Target Impression Share,
you are literally telling Google,
show my ad to these many people
who are typing in this search phrase.
So let's imagine you want to go
for a Target Impression Share of 60%.
That means for every 10 people carrying out a search
for one of your keywords,
you want Google to show your ad to six of those users.
So how does it work?
So Google will adjust your bids accordingly
to ensure your ad is positioned
at your predetermined position.
Whether that's at the top, on the first page,
within the top three,
you can specify exactly where you want your ad to show,
and I'm gonna show you how to do that in just a second.
So before I show you how to set
where you want your ad to show,
let's go through a scenario and go for an example
where you would use this in the real world.
So let's imagine your company has just released
a new product and you would like to create some awareness
and extend your reach.
Ignore the word teach there, that should actually say reach.
You could use Target Impression Share
to ensure Google shows your ad to the majority of people
searching for your product.
This is going to help you increase your awareness
whilst putting you at the top of Google
for the keywords that you really want to target.
Now, as you can imagine,
when you're using this strategy,
you don't really have that much focus
on things like your average cost per click,
the price you're paying per conversion
and all those metrics right there.
The main focus of this bidding strategy
is to create awareness and reach.
So as a result, this is best suited for those advertisers
who have quite a bit of budget to play with.
So let's head over to our Google Ads account
and I'll show you exactly how we can set this right now.
So let's go to bidding
and we have selected Target Impression Share
and as you can see, we have a second option right here,
where do you want your ad to appear?
You can have anywhere on the results page.
The top of the results page, that'd be within the top three,
top four positions,
and then you have absolute top of results page.
So this would be right at the top of Google.
So let's go for top of results page
and then below that we can enter
our percentage impression share to target.
So let's put in 70%.
So I'm now telling Google,
I want them to show my ad to 70% of people
who carry out that search.
Below that I can also put in
my maximum CPC bid limit as well.
So let's put in £3, for example.
So I'm now telling Google,
I want them to show my ad to 70% of people
who carry out this search,
and the maximum amount I want to pay per click
is going to be £3.
Do bear in mind that when you put in a maximum cost
per click, this can limit and affect your percentage
you achieve for your actual target impressions.
If the majority of impressions for the group of keywords
you're targeting have a cost per click of £4,
and your maximum cost per click is £3,
then obviously Google will not be showing your ad
to those users in the auctions
where their cost per click reaches above what you specified.
So if you really want to achieve
your Target Impression Share,
I actually advise you put in a higher cost per click limit
just to ensure you do actually achieve
what you want to achieve,
which is more awareness and eyeballs over to your website.
But just for the purpose of this training video,
once you are happy with all the data you've selected,
so your impression share target,
where you want your ads to show
and your maximum cost per click limit,
you simply go to the right-hand side and click save.
And that will now save your bidding strategy
and apply it to your campaign.