Test Overview
Target Impression Share is a bid strategy on Microsoft Advertising that automatically sets bids to achieve a target impression share on the search results page. This article presents a real-world comparison test.
Test Setup
| Parameter | Campaign A (Control) | Campaign B (Test) |
|---|---|---|
| Bid Strategy | Manual CPC | Target Impression Share (75%) |
| Target Position | N/A | Top of page |
| Daily Budget | $50 | $50 |
| Duration | 14 days | 14 days |
| Keywords | Same keyword set | Same keyword set |
Test Results
| Metric | Manual CPC | Target Impression Share | Change |
|---|---|---|---|
| Impressions | 12,450 | 18,720 | +50.4% |
| Clicks | 580 | 720 | +24.1% |
| CTR | 4.66% | 3.85% | -17.4% |
| Avg CPC | $1.25 | $1.38 | +10.4% |
| Spend | $725 | $994 | +37.1% |
| Conversions | 42 | 48 | +14.3% |
| Cost/Conv | $17.26 | $20.71 | +20.0% |
| Impression Share | 52% | 74% | +22pp |
Analysis
Pros of Target Impression Share
- Significantly increased impression share (+22 percentage points)
- More clicks and conversions in absolute numbers
- Automated bidding reduces management time
Cons of Target Impression Share
- Higher CPC and overall spend
- Lower CTR (broader matching for impression volume)
- Higher cost per conversion
Recommendation
Target Impression Share is best suited for:
- Brand campaigns: Where maximizing visibility is the primary goal
- Competitive markets: Where maintaining top-of-page presence is critical
- Awareness phase: When reach matters more than efficiency
For performance-focused campaigns where cost per conversion is the priority, Manual CPC or Target CPA may be more appropriate.
Related: For Google Ads bidding strategies, see Automated Bidding Guide. For Bing Ads campaign setup, check Bing Ads Registration Guide.