Siona needs to make sure her ads are getting a minimum number of impressions on the top of the page. What type of automated bidding strategy is Siona using?
Correct Answer
Target impression share
Key takeaways
Target impression share bids towards a chosen share of available impressions.
Placement options are absolute top, top of page, or anywhere on the page.
Set a bid ceiling, or the strategy will pay whatever the target demands.
Why is this the correct answer?
When the requirement is stated as a minimum level of visibility at the top of the page, target impression share is the strategy. You set the share of impressions you want and the placement you want it in — absolute top, top of page or anywhere — and Google bids to reach it. The other strategies optimise for clicks, revenue or cost per conversion, none of which guarantees anything about where or how often you appear.
Why are the other options wrong?
Maximize clicks
Maximise clicks pursues volume of visits. It says nothing about position on the page.
Target return on ad spend (Target ROAS)
Target ROAS optimises to revenue returned per unit of spend, and can reduce visibility if that improves efficiency.
Target cost-per-acquisition (tCPA)
Target CPA controls the cost of each conversion, with no placement guarantee.
Frequently asked questions about this topic
What is the difference between absolute top and top of page?
Absolute top is the very first ad above the organic results; top of page is any of the ad positions in that block above the results. Absolute top is considerably more expensive, so it is worth being deliberate about which one the goal actually requires.
Topics in this question
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
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