When visibility is the campaign goal, which bidding strategy should an advertiser choose?
Correct Answer
Target impression share
Key takeaways
Target impression share is the visibility strategy.
Choose the placement: absolute top, top of page, or anywhere.
Always set a bid ceiling, or the target dictates the price.
Why is this the correct answer?
Target impression share is the only strategy that optimises for being seen. You state the share of available impressions you want and where — absolute top, top of page, or anywhere — and Google bids to reach it. Every other strategy optimises towards an action after the impression, so visibility becomes a by-product rather than the goal.
Why are the other options wrong?
Maximize Conversions
Maximise conversions pursues actions and may reduce impressions if that improves conversion volume.
Maximize clicks
Maximise clicks pursues visits. Clicks and visibility are related but it makes no guarantee about appearing.
Enhanced cost-per-click (eCPC)
Enhanced CPC adjusts your manual bids towards conversions, again optimising past the impression.
Frequently asked questions about this topic
When is a visibility goal the right choice?
Most commonly for brand defence on your own name, and for launches where presence matters more than immediate efficiency. For anything measured on sales it is usually the wrong objective, because it buys appearances rather than outcomes.
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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