How To Set Target Impression Share as a Bidding Strategy?

by Weave Asia

If you’re here, then your website must be all set and you’re ready to start advertising your brand. Google Ads is a useful tool to help your business grow. They provide several bidding strategies that you can choose from based on your goals.

In this blog, we’ll discuss specifically about Google’s Target Impression Share bid strategy. Without further ado, let’s get to it!


How Target Impression Share Bid Strategy Expands Visibility and Brand Awareness

As a startup brand, you will need to focus on expanding your visibility and brand awareness. But, how does Google Ads Target Impression Share bid strategy help you to do so?

Well, it enhances visibility by adjusting bids to ensure your ads appear frequently and prominently in search results. By targeting specific impression share goals, this strategy increases the likelihood that users will see your ads repeatedly. Such as appearing in the top position a certain percentage of the time. This in turn boosts your brand’s visibility.

Increased visibility directly contributes to brand awareness. When your ads are consistently seen by users, it reinforces your brand in their minds. This repeated exposure is key to building and maintaining your brand’s recognition. This is because users are more likely to remember a brand they see often.

Furthermore, targeting top ad positions associates your brand with relevant searches. Thus, enhancing its perceived relevance and authority in the market. This strategic placement not only improves visibility but also positions your brand as a leader in its industry. This contributes to stronger brand recognition and trust.

By using the Target Impression Share bid strategy, your brand has the potential to dominate search results. The probability of overshadowing your competitors is within your grasp. Additionally, Target Impression Share bid strategy ensures that your ads are seen by a larger audience more frequently. This combination of increased visibility and strategic placement effectively strengthens your brand’s awareness among potential customers.


What is Target Impression Share Bid Strategy?

Target Impression Share (TIS) is one of Google’s bidding strategies in Google Ads. This feature allows you to set a specific goal for where your ads appear on the search engine results page (SERP).

With this strategy, you can choose to target a certain percentage of impressions for your ads to appear in the top positions. Such as the first page of search results or above organic search results. This strategy is often underutilised by advertisers due to it being cost consuming. However, when done right, this strategy is useful to increase your brand’s visibility and awareness.

How to set target impression share in google ads


How To Set Target Impression Share in Google Ads

Follow these steps:

  1. Go to and sign in with your credentials.
  2. Click on the Campaigns tab to access your campaigns.
  3. Choose the campaign where you want to apply the specified bidding strategy.
  4. Once you’ve selected the campaign, click on the “Settings” tab.
  5. Under the campaign settings, click on the “Bidding” section.
  6. In the bidding section, locate the bid strategy section and click on “Change bid strategy”.
  7. From the list of bidding strategies, select “Target impression share”.
  8. After changing your bidding strategy, you’ll need to specify the desired percentage of impression share you want to achieve. You can also choose where your ads will be placed. There are three options, absolute top of the page, top of the page, or anywhere on the page. The higher the percentage, the higher the frequency of your ad(s) shown in Google search results page. Which leads to a higher target impression. Let’s say your company wants maximum visibility and is willing to pay a premium for it, you might set a high target impression share for the absolute top of the page. On the other hand, if cost efficiency is a priority, you might set a lower target impression share for a position lower on the page.

google ranking first page

  • Absolute top of the page

This option will place your ad at the very top of the search results page over other ads. The absolute top placement often has the highest visibility and click-through rates. If your brand or keywords have strong competitors, setting your target impression percentage high in the absolute top position will help your brand gain an added advantage over them.

  • Top of the page

Your ad will appear at the top of the search results but not necessarily in the very first position. It could appear below the absolute top ad(s) but still above the organic results. This position also offers good visibility and click-through rates, although slightly lower than the absolute top position.

  • Anywhere on the page

This placement allows your ad to appear anywhere in the search results. It includes both the top, bottom, and side positions. Your ad may appear below the organic results or even on subsequent pages of the search results. This option prioritises maximising your overall impression share without specifying a particular position. This ad placement is usually chosen if your brand already has a strong presence.


  1. Next, set your bid limit. You can set bid limits to control how much you’re willing to pay for each click. This helps ensure that your bids remain within your budget constraints. If you’ve set a high impression percentage, you will also need to increase your budget. The likelihood of your campaign being shown to searchers will increase when your budget is high.
  2. Once everything is set, click on “Save” to apply the changes to your campaign.



Google’s system will then automatically adjust bids to help your campaign achieve the specified impression share goal. The adjustments will be based on factors like competition, budget, and ad quality. Keep monitoring your campaign performance to ensure that your ads are appearing in the desired positions and adjust your bidding strategy as needed.

Need any help or want to ask further questions? Feel free to reach out to us!

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