Target Impression Share (TIS)
An automated strategy built for visibility — show up a chosen percent of the time, in a chosen position — rather than for clicks or conversions.
What it means
Target Impression Share bids automatically to try to hit a chosen share of available impressions (like 90%) at a chosen position — absolute top, top of page, or anywhere on the page — with an optional maximum CPC cap. Unlike most other automated strategies, it isn't reacting to individual auctions the way conversion-focused Smart Bidding does; it's purely aimed at visibility.
Why it matters
This strategy is built for brand-defense and visibility goals — for example, making sure you outrank a competitor bidding on your business name — rather than for driving clicks or conversions efficiently. Using it to try to grow leads or sales is usually the wrong tool for the job.
ask datanephew
Should I use Target Impression Share to get more leads?
Probably not directly — this strategy is built for visibility and brand defense, not for optimizing toward conversions. Ask datanephew what your actual goal is for the campaign before choosing between this and a conversion-focused strategy.