Top 10 Tips: How to Ensure Brand Coverage with Google’s Target Impression Share Bid Strategy
Top 10 Tips: How to Ensure Brand Coverage with Google’s Target Impression Share Bid Strategy
PPC marketing, when done well, can be quite effective and lead to tremendous success both in building your brand and consequently bringing you a ROI. Of all the pay search options one could explore, Google’s AdWords is the most popular in terms of market share and is one that a lot of businesses have gotten great success leveraging. When it comes to Google Ads, there are a lot of things about it you need to be on top of, one of them being Google Ads bidding strategies. Here, choosing the right bidding strategy as well as implementing it well is what will govern whether you will be successful with it or not. There are of course two broad categories of these bidding strategies, automated and manual but for the purposes of this article we shall take a look at automated bid strategies and Target Impression Share bid strategy to be specific. It is a relatively new automatic bid strategy, having only been released at the tail end of last year, with it being designed to get the most out of a campaign’s impression share against competitors, and therefore increase the number of auctions that your campaigns will be eligible for. This article will look to highlight 10 tips on how you can ensure brand coverage with this bidding strategy.
The very first tip we have for you is that you should try always to target impression share at 100% if you are looking to ensure brand coverage with it. With this, Google will try to show your ad on 100% of auctions as far as that campaign is concerned. You should understand that you will not always reach 100% and as such you should not be frustrated when you hit say 90% coverage.
Another tip we have for you as far as ensuring your brand coverage with Google Target Impression Share bid strategy, one that is backed up by the subject matter experts over at runrex.com, is that for those not at 90% impression share for the campaign, it is recommended that one starts with a lower target and then monitor how your CPCs are increasing after implementation of the bid strategy. This ensures one keeps on top of their budget.
We should also mention, as our next tip when looking to ensure brand coverage with Google Target Impression Share bid strategy, that there are three placement options; absolute top of the search results page, top of the page and anywhere on the page. Choosing the right one for you is therefore imperative to your success.
To help you choose, the subject matter experts over at runrex.com, which is our next tip, recommend choosing the “absolute top of the search results page” option if you either happen to have competitors bidding on your brand keywords, would be increasing bids to show in first position or if you are the manufacturer of your product.
Another tip that you should be aware of if you are to ensure coverage of your brand with Google Target Impression Share bid strategy is that you should ensure you set a bad limit, which will govern how much you will be willing to spend for each click. The way to go about things here is by taking your last 30-day average CPC for that particular campaign and doubling it at the very least.
The next tip we have for you here, one that is backed up by the subject matter experts over at runrex.com is that it is recommended that one don’t set the bad limit too low or too high. Setting it too low may increase the risk of losing impression volume hence blocking the campaign from reaching your set impression share goals, while setting it too high could lead to you overbidding on your branded terms.
Yet another tip we have for that will allow you to ensure your brand coverage as far as Google Target Impression Share bid strategy goes is that once everything is set up and you have launched your bid strategy, you should always ensure that you monitor your search impression share and average CPCs over the next ensuing few weeks at the least and if need be make the necessary adjustments as far as your bid limit is concerned so as to allow you to reach your impression share target.
Another tip we have for you as far as the Google Target Impression Share bid strategy goes and how you can ensure brand coverage through it concerns when to use it. As per the subject matter experts over at runrex.com, the best campaign to use this bidding strategy on is a brand campaign. This is because the main aim of this bidding strategy is to increase brand awareness or stabilize it at a certain level.
Given that the cost implications for this strategy can rack up quite quickly, it is recommended that other than using it for brand awareness, this bidding strategy should only be reserved for cheap keywords. This tip will not only ensure your brand coverage; it will also ensure you don’t leak money.
Another tip we have for you when using this strategy to ensure brand coverage is that you should always keep an eye on CPCs as well as performance outcomes. This is the only way to ensure that this bidding strategy is helping you achieve your goals and that your CPCs don’t spiral out of control.
Hopefully, the above 10 tips will help you ensure brand coverage with Google Target Impression Share bid strategy, with more on this very wide topic to be found over at the ever reliable runrex.com.
