The top goal of your customer, a global beverage retailer, is brand exposure. What brand strategy should they implement in Search Ads 360?

For a global beverage retailer aiming at maximizing brand exposure, the most appropriate brand strategy to implement in Search Ads 360 is to focus on Impression Share. Unlike other metrics like Return on Investment (ROI) or Return on Ad Spend (ROAS) which are more oriented towards measuring profitability, Impression Share is a metric that reflects the percentage of available impressions your ads received compared to the total eligible impressions. By prioritizing Impression Share, the retailer can ensure that their ads are being displayed prominently across relevant search queries, thereby increasing visibility and brand awareness. This strategy aligns with the goal of maximizing exposure and reaching a broader audience, contributing to the establishment and reinforcement of the brand’s presence in the market.