If your customer’s main goal is brand exposure, what Search Ads 360 brand strategy would they set up?
- They’d set up return on investment (ROI).
- They’d set up total number of clicks.
- They’d set up return on ad spend (ROAS).
- They’d set up impression share.
Explanation:
For campaigns focusing primarily on brand visibility, especially on the Search Network, the Target Impression Share bid strategy is ideal. This approach directs Google Ads to automatically adjust bids to meet the desired Impression Share goal. Target Impression Share aims to position the ad at the absolute top of the page, at the top, or anywhere on the search results page, depending on the set goal. It can be implemented as a standard strategy for a single campaign (specific to Google Ads client accounts) or as a portfolio strategy across multiple campaigns (applicable to all client accounts). Utilizing the Target Impression Share bidding strategy, your customer can effectively increase their brand’s visibility by ensuring that their ads achieve the desired level of impression share, automatically optimizing bids across all campaigns using this strategy for maximum brand exposure.
Read more here: https://support.google.com/sa360/answer/9915292
If your customer’s primary objective is brand exposure, the Search Ads 360 brand strategy they should set up is “impression share.” Impression share represents the percentage of impressions a campaign receives compared to the total number of impressions it could potentially receive. Focusing on impression share is particularly relevant for brand exposure goals, as it indicates how effectively the brand’s ads are being shown to users. Unlike return on investment (ROI) or return on ad spend (ROAS), which emphasize financial metrics, and total number of clicks, which focuses on user interactions, impression share aligns specifically with the goal of maximizing visibility and awareness for the brand within the Search Ads 360 platform.