Target impression share

For a brand campaign, the goal is to appear on nearly every search for your name, at the top, without paying conversion prices. Target impression share does exactly that.

Without a maximum CPC limit, it can pay a lot to hold a position on competitive generic searches.

1. Open a campaign, then Settings, then Bidding, and choose Target impression share.
2. Pick where: anywhere on the page, top of page or absolute top.
3. Set the share to aim for and a maximum CPC limit.
4. Watch Search impr. share and Avg. CPC after the change.

A brand campaign targets 95% absolute top impression share with a €1.50 CPC cap. It keeps the first spot on the brand name, and the cap stops costs rising when a competitor bids.

• Using it on generic campaigns where a conversion goal fits better.
• Setting no maximum CPC limit.
• Aiming for 100% when 90 to 95% costs far less.

The audit checks Oppy runs on this, each with its own page.

• A brand campaign letting Google decide what your own name is worth
• No Search keyword bids on the brand

• Impression share: The share of searches your ads showed on, out of all the searches they were eligible for.
• Brand campaign: A campaign that bids on your own business name.
• Bid strategy: How a campaign sets its bids: by hand, or automatically toward a goal such as clicks, conversions, conversion value, a target CPA or a target ROAS.