Towards the end of June, Google is set to remove the Target Search Page Location and Target Outranking Share bid strategies. Following the introduction of the smart bidding strategy ‘Target Impression Share’ introduced last September, the search engine has decided there is no longer a need for Target Search Page Location or Target Outranking Share.
For those who aren’t aware, Target Impression Share is a smart bidding strategy which has been introduced to give advertisers the opportunity to automatically set bids relative to where the ad will display. This ultimately means that advertisers can opt to set their bids to show up at the absolute top of the page, anywhere on the search results page, or anywhere in the top section of the page.
This change will take place starting in late June. Any campaigns that are currently making use of the two bid strategies that are set to be removed (Target Search Page Location or Target Outranking Share) will automatically be switched over to Target Impression Share. From here, the campaigns will be automatically optimised in correspondence with the originally determined target locations and historical impression share.