Which bidding strategy is primarily used to optimize for awareness and visibility, often by targeting a share of impressions?

• A. Target Impression Share
• B. Maximize Conversions
• C. Maximize Clicks
• D. tCPA

Answer: (A)

Target Impression Share is used when the objective is to boost awareness by controlling how often your ads show up. You set a target percentage of eligible impressions you want to win, and you can also specify preferred ad positions (for example, the absolute top or anywhere on the page). The bidding system then adjusts bids to reach that target given your budget and the competitive landscape, prioritizing visibility over immediate actions. This makes it the natural choice when the goal is broad exposure and a defined share of impressions, not necessarily conversions or clicks. Other strategies focus on outcomes like maximizing conversions, maximizing clicks, or achieving a specific cost per acquisition, which push bids toward actions and efficiency rather than mere visibility.