Of all the recent changes made by Google, Impression Share bidding is one of my favorites. And its importance can’t be understated.
Especially so if you believe in the common currency of CPM’s (cost per thousand impressions). Sure, Google’s helped us bid on time of day, type of device and geography for the longest. All of this tells us where someone is in the moments that matter; however, a bona fide marketer wants to know the interest level and the market size of the intended audience.
Searches convey intent. Impressions are available to those that are interested. As such, knowing that I can bid on Impression Share through Google Ads only means that I can get the right ads in front of the right people at the right times in the right locations more frequently.
It all works together, but our goal for your make, your model and your market is what we affectionately refer to as the 80-50-50-25 rule. It reflects what impression share we believe drives the most efficient models for your geography. Taking on Dealer Name, Dealer Search, Make/Model and Used Cars respectively in the google campaign building business of Impression Share helps us deliver the best prospects.
It’s far from automated, but as Google continues to make changes to Google Ads, it’s important to be on the leading edge. Prioritizing “Impression Share” as a bidding strategy is a big key to success in Google’s quickly developing automotive landscape.