Rashid wants to raise awareness of his brand and build campaigns focused on branded terms. He doesn’t have much time to devote to daily bid management, so he decides to use automated bidding to lighten his workload. What automated bidding strategy should Rashid consider using?

Rashid wants visibility on his own brand terms and does not want to manage bids daily, which is exactly what target impression share does. You state the share of available impressions you want and where you want to appear — absolute top, top of page, or anywhere on the page — and Google sets bids to hit it. For brand defence that is the natural strategy, because the goal is being present on your own name rather than a cost per conversion.