Target Impression Share vs. Manual CPC Bidding Strategies Guide Part 4

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Try using it maximize conversions instead of target search depression chair.

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A lot of times you're gonna see more conversions and the same placement.

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This is actually one of my least favorite fitting strategies.

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So we've sacrificed our global row as to get a first placement on the last

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part of the journey that we generated.

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Cuz we didn't show up this one's great for lead generat.

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It's also great for placement.

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It's also great for testing.

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It's also great for tons of things.

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I love manual.

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So sometimes when you're thinking about this holistically, we sometimes

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narrow our focus into, okay, we know we need a place hybrid for brand.

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I ask everyone to actually take a step back and say, well, why

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target search impression share?

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Well, actually what used to be called target search impress share.

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And now it's just called target impression share.

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This is actually one of my least favorite.

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Bidding strategies only because it doesn't take into consideration conversions and is

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simply going to try to get you placement.

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The bad part is though it doesn't work very well and it's less

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effective than manual, but also the most of the time that we use this

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is when we have a brand campaign.

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When we run a brand campaign, a lot of times we choose

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target search, press share.

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We hit like a hundred percent.

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We'll pay up to $4 to get there.

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And , we're getting close.

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My opinion though, is where you've, nailed your placement.

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You've diluted the brand conversion value brand is the easiest to

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get converted value and brand.

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A lot of times is conversions.

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You've driven from your other campaigns.

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They came back through the.

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So sometimes when you're thinking about this holistically, we sometimes

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narrow our focus into, okay, we know we need to place high for brand.

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I ask everyone to actually take a step back and say, well, why take a,

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actually a more of an approach of, I need to make most money for my brand.

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I don't really care about placement.

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There will be people out there that just say, no, no, no.

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Oh my gosh.

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I need to place number one for my brand name that that's gonna happen.

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Bar client that sells pet medications for high amount of money.

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They like that placement.

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Obviously there's a good reason though, is because we have a competitor to spend

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six times more bidding on our brand name and it's going to eat our lunch.

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If we're not number one, there's reasons to be number one.

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Absolutely.

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However, I'm still using manual for that.

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Still using manual for that client not using target search brochure.

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One of the reasons is I need to spend $9,000 a day and it was gonna take

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seven days for me just to work back up to the AK that I was at a manual target

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search brochure takes time to adjust.

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So just know that every you automated being strategy

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takes time to adjust manual.

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Doesn't it's not automated, but target search brochure.

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I like the least, because here's what's gonna happen.

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We warmed up traffic that it's gonna.

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On the brand name, but because I placed so much emphasis on placement, I've wasted so

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much money that I didn't get that return traffic that came into direct or organic,

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or I may have missed it in Google ads.

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And now my Roaz globally looks bad.

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So we've sacrificed our global Roaz to get a first placement on the last

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part of the journey that we generated.

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cuz we didn't show up.

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Back target search fresh share is fine for me.

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If you are not limited by budget at all on your brand.

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If you maxed out your brand campaign budget, who cares that manual or target

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search fresh share, doesn't matter.

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You're gonna be number one all the time for everybody.

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Perfectly great.

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That's fine.

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But if, you're not maxed out on your budget, I would choose

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maximize conversions or maximize even conversion value for your brand

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campaign, because you are gonna bring down your cost requisition.

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So ridiculous that your overall account's gonna look great, but you've also can

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identify in the click, pass that after you've warmed up that traffic after five

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touch points, maximize conversions bit aggressive for that person and nailed the.

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Don't stop 90% of the way by just saying like, well, , what's my brand.

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And so, Ugh, I just have to have high placement and get less clicks because

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I'm paying $8 a click rather than two.

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So target search pressure.

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We typically use different brand try using it, maximize conversions

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instead of target search ion chair.

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A lot of times you're gonna see more conversions and the same placement cuz

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maximize conversions is aggressive.

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It's just gonna go to that top placement, but it's also going to focus on convers.

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So make sure that you can at least just kind of tie the end of the story together

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that you built for the client by not necessarily just hiding at the last step.

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It's good and more note manual CPC.

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This one's great for lead generation.

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It's also great for placement.

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It's also great for testing.

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It's also great for tons of things.

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I love manual CPC.

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When you set a manual CPC, there's two things that you can choose.

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Manual CPC with enhanced manual CPC without enhanced manual

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CPC with enhanced will go over.

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Your set CPC.

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It just be over 250%.

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Now it's like, , whatever Google wants, you can set $10 bid and

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get a $48 click that will happen.

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So know that when you are testing manual CPC with enhanced

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CPC, This is not a glitch.

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I'm interrupting because I need to remind you that I'm always looking

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for people to join our team.

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So if you're passionate about Google ads and you wanna work with the best

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Google ads agency on the planet, please go to so late.com/apply.

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Speaking of working with the best Google ads agency on the planet, if you're having

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trouble with Google ads and you want professional help, that's what we do.

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You can go to.

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So lake.com that's S O L eight.com to apply for your

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free no obligation action plan.

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And if I've.

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Any level of value at all.

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Maybe think about giving me a thumbs up and subscribe your channel.

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That's how we choose the YouTube algorithm.

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So they actually know that I know what I'm talking about.

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If you have questions, comments, concerns, or confessions hit

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me below in the comments.

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And now back to your regularly scheduled program, whether it's focusing on

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conversions or conversion value, it'll still sometimes be too aggressive.

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It's kind of like maximize conversions.

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You just set the minimum.

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It can go down to essentially.

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So manual CPC without enhanced, a lot of times is a better way to use manual.

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Because you are not going to allow maximize conversions to kick

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in shooting your bid too high.

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So understand the manual is very, very high controlled.

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It's not conversion and audience based without enhanced with enhanced

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it's audience based and it's conversion focused without enhanced.

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It's just placement period.

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How much do you wanna.

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For a potentially relevant or irrelevant user or to be placed

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in that area that you wanna be in.

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So that's where manual CPC is good and bad.

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A lot of times we usually just throw on manual.

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We're like, yeah, just toss on enhanced.

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It'll take care of any mistakes that I made because I've been too

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low or a bit too high, enhanced will enhance will control it.

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Well, now you're using maximize convergence pretty much.

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So just know that if you actually really wanna use manual, leave enhanced off.

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If you wanna set manual and say, Hey, I need to be at least number

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three on the page, but I can go higher, then leave enhanced on.

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But if you're like, Hey, I need to be, , at least three on the

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page, but I don't wanna spend too much leave it enhanced off.

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Just know that, that little ticker right here, this one basically

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turns on maximize conversions.

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But it won't start too low.

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It'll say, Hey, okay.

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We need to spend at least 15, but I can go up to a thousand for my click.

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Turning this off means, Hey, I can spend 15.

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It will not go up to 16.

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This is good.

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If you wanna test like your own manual version of maximize clicks,

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start at five and go up to 6, 7, 8.

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You can't test maximize clicks scenario with enhanced on cuz

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you're gonna start at five.

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It's gotta go to 12.

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You're like, well, crap.

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Now manual's not manual anymore.

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It just started at where you wanted it.

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So I like manual CPC.

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Typically.

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I like it first search campaigns because I can place myself where

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I need to be visible for a person that's doing a very specific search.

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So like for us, if we wanted to show up for like best PPC agency or best

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Google as agency, I'm not spending the highest amount I could, I'm spending,

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I'm starting, I think at like 45.

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Dollars a click and that $45 a click is getting us as example here.

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So you say best PBC agency.

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We're here.

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If I wanna spend 80, I'll be above black propeller, but I can get two

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clicks here for my one click here.

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I get more volume for my same daily aspect.

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Perfect.

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So just know that when you're running the.

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When you're running a manual CPC with enhanced, I can actually sometimes

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place number one, if I get the expensive click, but I might get a conversion.

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So manual CP is really, really good for that hot top place.

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But if I was on maximized clicks, I would be down here and I may never actually

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even go higher because there's enough traffic down here to get me clicks.

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So that's, where manual is really, really good is the good placement

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that, you know, and just everyone asks themselves, honestly, if you've ever

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searched for anything in your life.

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And if jumped right down to the bottom of the page said,

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this is where I'm gonna start.

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Doesn't happen.

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So know the manual CPCs, really good to get that good brand

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awareness on keywords that you want.