Target impression share is an automated bidding strategy that sets bids with the goal of showing your ad on the absolute top of the page, on the top of the page, or anywhere on the page of Google search results. Target impression share is available either as a standard strategy in a single campaign or as a portfolio strategy across multiple campaigns.

automated bidding

In automated bidding strategy Google Ads automatically sets bids for your ads based on that ad’s likelihood to result in a click or conversion that helps you achieve a specific goal for your business.

How it works

Target Impression Share can be useful for campaigns with brand terms. For example, let’s say you want your ad to show 100% of the time when a user searches for your brand. You can set the Target Impression Share to 100% and the system will then try to show your ad on 100% of auctions in that campaign. This bid strategy can also be useful in raising awareness of your brand. Let’s say you run ads for a local shoe store but you’re competing with larger shoe stores. You could focus on Target Impression Share to ensure your brand is showing up when customers are conducting important searches nearby.

Target Impression Share won’t be applicable for every situation, so continue to align your bidding strategies to your campaigns’ goals.

Note: Impression Share only includes the Google Search Network (excluding Search Partners).


There are 3 options for the Target impression share strategy, depending on where you want your ads to show: on the absolute top of the page, on the top of the page, or anywhere on the page of Google search results. Google Ads automatically sets your bids to show your ad, based on your placement settings.

For example, if you choose an Impression Share target of 65% on the absolute top of the page, Google Ads will automatically set your CPC bids to help show your ads on the absolute top of the page 65% of the total possible amount of times they could show.

Bid adjustments and Target impression share

Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. As Target impression share helps optimize your bids based on real-time data, your existing bid adjustments won’t be used.

How do you calculate Target impression share?

Impression share = impressions / total eligible impressions

How are eligible impressions calculated?

This metric is calculated by taking the number of impressions your ad received divided by the total number of impressions your ad was eligible to receive.