Target impression share is an automated bid strategy for Google search campaigns that sets your bids so your ads appear for a percentage of eligible searches you choose, in a position you choose: anywhere on the page, at the top of the page, or in the absolute top spot. It aims for visibility, not for clicks or conversions.
How target impression share works
You set three things. First, where you want to appear: anywhere on the results page, among the top ads above the organic results, or in the first ad position. Second, the share you want, for example 90% of eligible searches at the top of the page. Third, a maximum CPC bid limit, the most Google may bid for any click.
Google then raises or lowers bids in each auction to hit the share you asked for. The percentage is measured against the searches you were eligible for, which depends on your keywords, locations, schedule and budget. If the daily budget runs out by mid-afternoon, no bid strategy can recover the searches you missed after that. The underlying metric is explained in impression share, and the first-place version in absolute top impression share.
What the strategy does not do is judge whether a search is likely to turn into a customer. A search that converts and one that never will get the same treatment if both match your keywords.
Why it matters
The strongest case for it is a brand campaign. In the UK, Google allows competitors to bid on your business name as a keyword, so a rival can appear above you when someone searches for you by name. Holding a high share at the top for your own brand terms keeps you in front of people who were already looking for you, and brand clicks are usually cheap because your ad is the most relevant one.
It can also suit a small set of high-intent keywords where being seen is the point, such as an emergency locksmith who must be visible on “locksmith near me” at all hours. Beyond cases like these, buying position for its own sake tends to cost more than it returns.
Common mistakes
- Leaving out the maximum CPC bid limit, or setting it high. If a competitor pushes up their bids, yours follow, and costs can climb quickly.
- Using it on broad, generic keywords, where it pays for the top spot on searches that rarely lead anywhere.
- Asking for 100%. The last few percentage points of share are usually the most expensive, and some searches cannot be won at any sensible price.
- Expecting it to improve conversions. It is built for visibility, so judge it on cost per conversion separately.
- Setting a high target with a budget too small to cover it, so the campaign is limited by budget every day.
How to act on it
Use it where visibility is the goal and set a maximum CPC bid limit you are comfortable paying for every click. Start with a realistic share, such as 80% to 90% at the top for brand terms, and check auction insights to see who else is competing and how often they appear above you.
Review the average CPC monthly. If it creeps up because a competitor is bidding on your name, decide whether to match them or accept a slightly lower share. For non-brand campaigns, compare it with a conversion-based strategy before committing. Choosing the right bid strategy for each campaign is a core part of how I run Google search ad campaigns.