Home google Google sunsetting two bidding strategies in June

Google sunsetting two bidding strategies in June

Google will retire the Target Search Page Location and Target Outranking Share automated bidding strategies at the end of next month. Instead, advertisers will be encouraged to use Target Impression Share, which encompasses  impression share for certain page position targets.

When is the changing happening? The strategies will no longer be available for new campaigns starting in late June. At some point later this year, any existing campaigns still using them will get migrated to the Target Impression Share strategy, based on previous target positions and historical impression share.

Target search page location and Target outranking share are getting phased out.

What is Target impression share? Google introduced Target Impression Share to its portfolio of automated bidding strategies in November. You can set one of three placement options for this strategy: absolute top of the page (position one), top of the page (above the organic results), or anywhere on the page (above or below the organic results).

Why we should care. This shift is in line with Google’s introduction of new ad position metrics that focus on the top and absolute top impressions and impression share and plan to eliminate average position reporting later this year. Google suggests using the new impression share metrics when aiming to show your ads in particular locations on the page.

It appears you’ll no longer be able to aim to outrank a certain competitor specifically. With Target outranking share, you could identify a competitor’s domain you wanted to aim to show above for a percentage of auctions. (However, it adjusts bids at the keyword level, not just for each auction in which you’re up against your nemesis.)

Must Read

SEOs must focus on intent research practices in 2020

SMX speaker, Frédéric Dubut of Bing, explains why 2020 is the year SEOs need to evaluate their intent research practices to keep up with...

Businesses need to think differently about customer feedback data in 2020

Contributor and SMX speaker, Adam Dorfman, thinks the customer feedback ecosystem is going to play an even more important role in the coming year...

How verticalization and zero-click will impact local search in 2020

In a recent post on the SparkToro blog, Moz founder and search guru Rand Fishkin predicted that 2020 will be the year Google is...

Make it easy for search engines to rank your website in 2020

Contributor and SMX speaker, Fili Wiese, explains why it’s important to audit your website in 2020 to help search engine algorithms better understand your...

Microsoft Advertising launches sweepstakes for advertisers

To kick off a new year, Microsoft Advertising has launched an incentive sweepstakes for advertisers. How to enter. To enter the Microsoft Advertising Sweepstakes,...