When visibility is the campaign goal, which bidding strategy should an advertiser choose?

When your campaign goal is visibility, you need a bidding strategy that prioritizes getting your ad seen in specific locations on the search results page.

Analysis of Correct Answer(s)

• Target impression share is the ideal strategy for this goal. Its primary function is to automatically set bids to achieve a specific impression share percentage. This means you can aim for your ads to appear:
  • At the absolute top of the page.
  • Anywhere on the top of the page.
  • Anywhere on the search results page. This directly aligns with the objective of maximizing visibility.

Analysis of Incorrect Options

• Maximize Clicks: This strategy is focused on driving the most traffic to your website within your budget. While visibility is required to get clicks, the main goal is clicks, not just being seen.

• Maximize Conversions: This strategy aims to get the most conversions (like sales or leads) for your budget. It prioritizes showing ads to users who are most likely to convert, which is a performance goal, not a visibility goal.

• Enhanced cost-per-click (eCPC): This is a feature that adjusts your manual bids up or down for clicks that seem more likely to lead to a conversion. Like Maximize Conversions, its focus is on performance and user actions, not simply on ad visibility.