One of Google’s automated bidding strategies is target impression share (“IS” for short). It’s a strategy that’s often misunderstood and underutilized. Target IS has earned a reputation as being inefficient and subsequently too expensive, hence many SEM managers have come to view its algorithm with skepticism or at least apprehension. And while it’s always smart to not get too gung-ho about any one bidding and marketing approach — especially one that can be expensive — target IS can be very useful if you use it right. We’re here to go […]