Google is planning to eliminate two of the most used automated bidding strategies ‘Target Search Page Location’ and ‘Target Outranking Share’ bidding strategies by the end of this month. This is being done to encourage advertisers to use Target Impression Share. With the attributes of Target Impression Share coming in last November, Google has finally decided to remove the above-mentioned bidding strategies.

Campaigns running on the above mentioned bidding strategies (‘Target Search Page Location’ and ‘Target Outranking Share’) will automatically be shifted to Target Impression Share. With the migration done to Target Impression Share, previously running campaigns will be automatically optimized in terms of historical impression share and previously targeted locations.

What is this new bidding strategy ‘Target Impression Share’ all about?

Target Impression Share is an automated bidding strategy introduced last year in the month of November. The automated bidding strategy gives the advertiser three opportunities when it comes to placing his ads:

• Absolute Top of the Page (number one position)
• Top of the Page (anywhere above the organic search results)
• Anywhere on the Page (above or below the organic search results)

Target Impression Share provides more flexible and granular controls to maximize the impression share and search page location. An advertiser can aim for the top result or anywhere on top of the page using Target Impression Share as we all know CTR is quite high for ads showing up at the top of the search engine results page.

The change is in line with the introduction of new metrics such as top and absolute top impressions along with impression share in the “Auction Insights” section and with the elimination of average position metric later this year.