If your customer’s main goal is brand exposure, in Search Ads 360, they would set up an impression share brand strategy.
- They’d set up return on investment (ROI).
- They’d set up total number of clicks.
- They’d set up return on ad spend (ROAS).
- They’d set up impression share.
The correct answer is: They’d set up impression share
Explanation: For campaigns focusing primarily on brand visibility, especially on the Search Network, the Target Impression Share bid strategy is ideal. This approach directs Google Ads to automatically adjust bids to meet the desired Impression Share goal. Target Impression Share aims to position the ad at the absolute top of the page, at the top, or anywhere on the search results page, depending on the set goal. It can be implemented as a standard strategy for a single campaign (specific to Google Ads client accounts) or as a portfolio strategy across multiple campaigns (applicable to all client accounts). Utilizing the Target Impression Share bidding strategy, your customer can effectively increase their brand’s visibility by ensuring that their ads achieve the desired level of impression share, automatically optimizing bids across all campaigns using this strategy for maximum brand exposure.
Read more here: https://support.google.com/sa360/answer/9915292