What is the precise definition of Target Impression Share

Scour Web
Pay Per Click Calgary

Share this post :

What is the precise definition of “Target Impression Share” in the context of Google Ads?

What is the precise definition of “Target Impression Share” in the context of Google Ads? Google Ads utilizes an automatic bidding mechanism called Target Impression Share (TIS).

This functionality enables marketers to set a target for the ratio of ad impressions they desire their advertising to acquire to the anticipated number of ad impressions that will be accessible.

Employing this specific bidding method grants advertisers the capability to modify the frequency at which their advertisements appear on Google’s search and display networks.

They possess the capacity to ascertain the desired proportion of overall impressions that they desire for their advertisements to acquire. Following that, any adjustments to the bids required to accomplish the desired percentage of the target impression share will be implemented by the system.

in addition to considering other factors including the budget, the level of competition, and the relevance of the keywords. Target Bid for Advertisement Impression Share Determining the Target Impression Share Formula Target Impression Share is a concept within Google Ads and not a mathematical equation.

The appropriate formula is provided here. Should you feel obligated to commit it to paper, it could potentially take the following form: Divide the quantity of impressions by the total number of eligible impressions to determine the Impression Share. For TIS to function best, make sure you have a really good Calgary website design.

Target Impression Share

To determine the Target Impression Share, divide the aggregate eligible impressions by the number of target impressions. As an illustration, setting a target percentage of 50% signifies that you desire 50% of the available impressions in the target market to contain your advertisement.

Utilizing machine learning algorithms, Google Ads determines the optimal bid for your advertisement so that it can reach the objective you specify.

It is critical that you regularly assess the performance of your advertising campaigns and adjust the proportion of your Target Impression Share in accordance with the intended objectives for optimal results. What percentage of the Target Impression Share is deemed acceptable?

An established criterion for determining a “good” percentage of Target Impression Share does not exist. Every e-commerce web design has a unique target percentage that it ought to strive for.

Several factors come into play, such as the level of competition for the desired keywords, your advertising budget, and your advertising objectives. To illustrate, in the case of Green Beach Bicycles, where the objective is to ensure that the advertisement appears 90% of the time when individuals conduct a search for the company, the TIS and bid procedure would be employed, with a value of 90%.

Potentially, augmenting the Target Impression Share% could result in increased costs, albeit potentially enhancing one’s visibility and the quantity of individuals that can be reached.

TIS Percentage

Conversely, while a reduced TIS percentage may result in cost savings, it might also impose limitations on the reach of your advertisements. It is recommended that you initiate with a percentage target that is modest in comparison to your ultimate objective, and progressively increase it as your comprehension of the efficacy of your campaigns deepens.

Target impression share, or “IS” for brief, is one of the mechanisms utilized by Google for automated bidding. A frequently misconstrued strategy, it receives little of the recognition it merits.

Due to Target IS’s deserved repute for inefficiency and, consequently, exorbitant costs, a considerable number of pay per click managers approach its algorithm with skepticism or, minimally, prudence.

Target IS can be quite useful if utilized properly, despite the fact that it is always prudent to exercise caution before becoming overly enthusiastic about any one bidding and marketing strategy, particularly one that has the potential to be costly.

To commence, may I inquire as to the precise purpose of the target impression share? By implementing target IS, one can establish a desired impression share percentage objective for their campaigns.

For example, if you desire your advertisement to be displayed whenever an individual conducts a search for your brand or product, you could establish this objective at one hundred percent.

TIS Percentage

These are established based on the absolute best impression share, the top impression share, or the impression share. Simply put, target impression share pertains to the strategic approach of optimizing the placement of advertisements to maximize their likelihood of being observed by consumers.

This is advisable as specific ad placements tend to generate the greatest number of available conversions and/or the highest quality visitors.

When is target impression share an appropriate metric to utilize during a marketing campaign, and in what manner should it be implemented?

Awareness campaigns and safeguarding against competitive encroachment when individuals specifically seek your brand are two instances that exemplify situations that warrant the implementation of a target information security strategy.

Scour Web has referenced both of these scenarios, providing additional support for the notion that they are optimal. One way to acquire these is to define the proportion at which your advertisement ought to be presented when a user poses a query regarding a specific subject matter.

This is the element that unifies each of these circumstances. This is feasible because Target IS enables you to “force” yourself into the optimal ad position, which is precisely where you should be in relation to the top.

Employing Target IS Only

Scour Web’s Marketing’s screenshot demonstrating the configuration process for target impression share purchasing The subsequent image illustrates an instance of configuring the target impression share bidding parameters in Google Ads.

However, with precise configuration, advertisements can be showcased at the top of the search results page for a significantly brief period of time.

Prior to transitioning into a phase characterized by the pursuit of maximal conversions, it is prudent to employ this strategy while “building” your account initially.

This requires a sufficient number of conversions to accumulate, analysis to determine what works and what does not, etc. Critically, employing target IS only makes financial sense when advertisements are being disseminated in a competitive environment.

The target IS can be determined by navigating through the campaign parameters in the same way one would with any other bid strategy option. After determining the target IS, we typically recommend selecting the Absolute Top Impression Share as the objective metric, with an approximate 80% value. This is due to the fact that this metric reflects the performance of your content more precisely.

Scour Web Marketing’s screenshot demonstrating the configuration process for target impression share purchasing The subsequent image illustrates an instance of configuring the target impression share bidding parameters in Google Ads.


Avoid doing so, as it is well-known that Google will penalize you severely if you grant them an inch in the settings. A reasonable starting point would be 110–115% of the average CPC in order to provide oneself with some leeway.

Nevertheless, although there are some generally sound guidelines for executing this strategy, identifying the precise parameters that ought to be utilized can be quite difficult.

As is typical with the multitude of search advertising endeavours, as your campaign advances and you acquire additional insights into successful and unsuccessful outcomes, you will develop a more comprehensive comprehension of which parameters yield the most favourable results for the objectives you seek to achieve.

Target information security (IS), in its most fundamental form, is an effective strategy to implement when you are the opposition.

While ultimately ineffective, this strategy may assist you in penetrating a situation where you would otherwise be at a disadvantage and gaining some ground. Nevertheless, owing to its exorbitant expense, it is critical to closely monitor it and conduct experiments involving variables such as targets, CPC ceilings, daily budgets, and more.

Effective Marketing Account

This will assist you in ensuring that you do not inadvertently spend an exorbitant amount of money on effects that are essentially non-essential and your settings are operating at peak efficiency overall. When all factors are considered, target impression share can serve as a valuable instrument in establishing a solid foundation for an effective marketing account and constructing conversion volume.

Start with this as a fundamental basis, and should your marketing objectives change and broaden, you can advance to supplementary strategies with greater efficacy. The Target Impression Share Bidding Mechanism:

Seeking to Create an Impression By leveraging share bidding, Google can autonomously generate proposals that support your advertisements in attaining the predetermined impression share goal for your campaigns.

Three distinct options are presented to you by the Target impression sharing strategy, depending on the locations in which you desire your advertisements to appear. Once you have determined the specific area of the search results page where you wish to concentrate your efforts, you will be instructed to enter the “Percent (%) impression share to target.”

This value specifies the frequency at which your advertisements should appear in the region of the search engine that you designate when users conduct queries containing your keywords.

For example, if you establish an Impression Share objective of 70% for the top of the search engine results page, Google advertisements will autonomously modify your cost-per-click (CPC) proposals to ensure that your ads appear at the top of the page 70% of the time they have the potential to appear.

This is because the Impression Share objective accounts for 70% of the total number of times your ads may appear at the top of the page.

By employing this bid strategy, the maximum amount of money that can be bid using the Max CPC bid limit is restricted. You possess the capability to establish a bid restriction, thereby safeguarding against excessive expenditures on keywords.

Conversely, if you establish this threshold too low, it will impede your ability to achieve the intended Impression Share goal.

Modifications to bids and the proportion of impressions that Target obtained The bid adjustments that you have made thus far will not be implemented, as Target Impression Share bidding utilizes real-time data to optimize your bids.

Conversely, those proposals will inform the optimization of your own. Users retain the ability to configure mobile bid adjustments to -100% to obstruct the display of their advertisement on mobile devices. There is no necessity to eliminate any existing bid modifications; they will be rendered obsolete in the future.

Activating Target Impression Share Bidding

Determining the Most Suitable Alternative Locations Upon activating target impression share bidding, an additional choice becomes apparent:

which placement option to choose. There are presently three distinct options from which to select:

This option enables you to position bids for your entire campaign in any location on the page where search engine results are displayed.

If you choose this option, your proposals will be displayed above the organic listings for the duration of your campaign. Absolute first place on the results page:

This will allocate a proposal for the duration of your campaign towards position one. Your choice of placement will be significantly impacted by the objective you wish to achieve with your campaign.

In most cases, you will likely be employing this bidding strategy to achieve an awareness or exposure objective. However, you may need to adjust your parameters based on the keywords you are bidding on, the ad copy variations you are testing, or the nature of your competition.

Additional Considerations That Should Be Made Compile a list of the keywords and competitors that are simultaneously placing bids on those phrases that are being utilized in your campaign.

You may find that there is an additional opportunity to increase the granularity of your campaign by creating separate campaigns for individual phrases and assigning each campaign a unique placement option.

This feature may enable you to optimize your ad’s visibility by placing it at the very top of the search results page, thereby preventing any overlap with competitors who are actively bidding.

Alternatively, you may elect to further consolidate your endeavours if the “anywhere on results page” placement option is accessible and you desire your advertisements to appear for a specific set of keywords, irrespective of rankings.

You may wish to contemplate further consolidating your efforts in this situation. This may be effective when you wish to increase awareness for a newly launched product or for terms that are already performing well organically.

Additionally, it can be utilized to enhance organic efficacy. In situations involving search terms that exhibit atypically intense competition, the capability to have your listing appear at the top of the search engine results page could be an advantageous solution.

This is an excellent alternative to contemplate utilizing if you wish to maintain visibility surpassing that of the organic listing while simultaneously reducing the budget allocated to these keywords. Learn more about Scour Web by clicking this link.

Share this post :

Scroll to Top