Portfolio Bid Strategies.
We will have more control over the automated bid strategy in comparison with Target Keyword Position where we only set up the desired position and min and max CPC. And yet, let’s not see the world through rose-tinted glasses, this new Target IS bidding strategy is currently only available in the Google Ads interface and not at Search Ads 360 or other platforms. Plus, Target IS can’t currently be applied as an additional constraint to any other smart bidding methods, unlike Target Position. Hopefully, Google updates that soon enough.
But what if we want to know how we perform in the auctions in addition to the actual impression share? I guess in that case, we have to figure out how to calculate Average Position once it’s gone, or stop thinking of position as such a two dimensional metric. Thankfully, today we can use machine learning to reverse-engineer Avg Pos value from the new impression share metrics by using historical data for training. We definitely have some time to collect the data, there are rumours that Avg Pos will stay with us at least until September 2019. But do we really need it anyway?