If visibility is the primary campaign goal, which bidding strategy would be the most effective for an advertiser to use?

Analysis of Correct Answer(s)

• Target impression share is the ideal bidding strategy when the primary campaign goal is visibility. This automated strategy is specifically designed to help your ads reach a certain percentage of their potential impressions. It focuses on ensuring your ad is seen by your target audience, making it the most direct and effective choice for awareness and visibility objectives. The goal is not to drive clicks or conversions, but simply to achieve a prominent presence.

Analysis of Incorrect Options

• Maximize clicks: This strategy's goal is to generate as much traffic as possible within a budget. While impressions are a byproduct, the primary optimization is for clicks, not for being seen in specific placements or a certain percentage of the time.

• Enhanced cost-per-click (eCPC): This is a performance-based strategy that adjusts manual bids for clicks that are more likely to lead to a conversion. Its focus is on the value of the click, not on visibility.

• Maximize conversions: This strategy is focused on driving the most valuable user actions, such as purchases or sign-ups. It is a bottom-of-funnel strategy, making it unsuitable when the main objective is top-of-funnel awareness or visibility.