Absolute top of results page – This will bid towards position one across your entire campaign.Top of results page – This will bid above the organic listings across your entire campaign.Anywhere on results page – This will bid towards anywhere on the search engine results page across your entire campaign.Currently there are three available options: When enabling target impression share bidding, one other consideration you will need to make is which placement option to choose. You may also want to consider segmenting your campaign into separate, device-specific campaigns in order to counterbalance any potential differences in investment level that may occur otherwise.We recommend looking at the last 30 days of average CPC data for desktop devices and doubling it, since you risk losing traction on desktop by setting it too low. Set a high enough maximum CPC limit in order to make sure you are not limiting your desktop device CPCs.For this reason, it is important to consider your current mobile device performance compared to desktop performance before implementing the bid strategy. If your goal is to set a campaign-level target impression share test, then you may inadvertently cause your campaign to invest more heavily toward users searching on mobile devices. Because target impression share bidding will simply optimize toward a campaign-level impression share target, it will often leverage the lower CPCs observed on mobile devices and re-route investment to mobile users in order to reach its overall impression share goal. Alone, these metrics might not carry much meaning, but when you look at the trend in desktop and mobile spend during the same time, larger implications emerge:ĭespite the period-over-period increase in desktop CPCs outpacing the growth in mobile CPCs, growth in mobile spend far outpaced that of desktop. Although the extent of this difference can vary greatly depending on industry, current bidding strategy, ad copy, and other factors, in general we tend to see lower CPCs associated with mobile devices compared to desktop.īelow is an example of a client’s desktop and mobile CPCs before and after enabling target impression share bidding:Īlthough both desktop and mobile CPCs increased after enabling the bidding strategy, mobile CPCs were still nearly half of those observed on desktop. Something else you should consider is the potential impact target impression share may have on your device performance.
If you are concerned about performance KPIs that are not listed above, you might want to consider testing one of Google’s other automated bidding strategies that more closely align with your campaign’s goals, such as max conversions, max conversion value, target ROAS, or target CPA bidding. With this in mind, a more productive way to evaluate the bid strategy’s success would be to look at the following KPIs:īecause the above KPIs all pertain directly to the bid strategy’s target inputs, they are going to most accurately reflect its effectiveness. Target impression share bidding will only use the placement option, percent impression share target, and max CPC limit that you specify in order to determine when and where your ad shows up. However, this might not be the most effective way of gauging target impression share’s ability to perform, especially if your end goal is to meet an exposure or awareness objective. As performance marketers, we are inclined to look at the algorithm’s effect on lead and revenue volume when testing a new strategy.
When you are making the decision to enable target impression share bidding on a given campaign, it is important to determine how you are going to evaluate its performance.
Impression share how to#
For more details on the bid strategy itself and how to set it up, check out this blog post first. If you are considering trying it out, read on for a few advanced considerations you should make before testing. By now, Google’s Target Impression Share bidding has been available for a little under two years.
0 kommentar(er)
