Answers
When should I use target impression share?
Almost never for eCommerce. It is a visibility strategy, not a profit one.
The short answer
Almost never for eCommerce. It is a visibility strategy, not a profit one.
It bids to appear a given share of the time, irrespective of whether those appearances pay. That suits brand defence and little else in a store context.
If you want more volume from a profitable campaign, raise the budget rather than chasing position.
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