Google Ads Clicks vs. Impression Share Bidding Strategies Explained

Clicks vs. Impression Share Bidding Strategies: Which is Right for Your Google Ads Campaign?

One of the most critical decisions you’ll make when setting up a Google Ads campaign is selecting the right bidding strategy. Two popular strategies are Clicks and Impression Share. Both have their pros and cons, and choosing the right one can make a significant impact on your campaign’s success. In this blog post, we’ll compare Clicks and Impression Share bidding strategies and help you decide which one is the best fit for your business. We’ll also provide some examples of each and share some essential statistics to help you make an informed decision. Let’s dive in!

Google Ads Bidding that focuses on Clicks

 

Clicks Bidding Strategy: The Clicks bidding strategy is a Google Ads bidding strategy that focuses on getting as many clicks as possible within a given budget. With this strategy, you are bidding on the maximum amount you are willing to pay per click. The goal is to maximize the number of clicks you get for your budget.

Click Example: Let’s say you have a budget of $100 per day and a maximum bid of $1 per click. If you get 100 clicks at $1 per click, you will spend your entire budget for the day.

Statistics:

1. The average cost per click (CPC) across all industries on Google Ads is $2.69. (Wordstream)
2. Clicks are the most common bidding strategy used by Google Ads advertisers. (KlientBoost)
3. In 2021, the average click-through rate (CTR) for Google Ads on the search network was 7.83%. (Wordstream)

Google Advertising Campaign Bidding Strategy that focuses on Impression Share

 

Impression Share Bidding Strategy: The Impression Share bidding strategy is a Google Ads bidding strategy that focuses on maximizing the number of impressions your ads receive. With this strategy, you are bidding on the percentage of times your ad is shown when a relevant search query is entered. The goal is to increase your ad’s visibility and reach a higher percentage of your target audience.

Impression Example: Let’s say you have an Impression Share target of 75%. This means that you want your ad to be shown 75% of the time when a relevant search query is entered. If your ad is shown 75% of the time and you get 100 clicks, you will have spent your entire budget for the day.

Statistics:

1. The average Impression Share across all industries on Google Ads is 43.9% on the search network. (Wordstream)
2. Impression Share is the second most common bidding strategy used by Google Ads advertisers after Clicks. (KlientBoost)
3. In 2021, the average impression rate for Google Ads on the search network was 3.17%. (Wordstream)

Sources:

• Wordstream: https://www.wordstream.com/blog/ws/2020/03/17/google-ads-benchmarks-for-your-industry
• KlientBoost: https://klientboost.com/ppc/google-ads-bidding-strategies/
• Wordstream: https://www.wordstream.com/blog/ws/2021/04/12/google-ads-benchmarks