Digital MarketingGlossary
Paid Media

Target Impression Share

paid media bidding strategy

01 Definition

Target Impression Share meaning: An automated strategy that sets bids to show your ad in a chosen share of eligible auctions.

Target Impression Share is a Google Ads bidding strategy focused on visibility rather than conversions. You choose a target percentage and a location on the page, such as the absolute top, and the system bids to reach that share. A Max CPC limit keeps bids from rising too high.

Also called

target IS

Why it matters

How Target Impression Share fits the work

This strategy suits brand and awareness goals where being seen in a set share of auctions matters more than the immediate cost per action.

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In context

The brand set Target Impression Share to 65 percent at the absolute top of the page for its trademark keywords.

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Practical note

Chasing a high impression share, especially the absolute top, can raise costs sharply. Set a Max CPC limit so bids stay within reason.