Google Ads offers several bid strategies that are tailored to different types of campaigns. Depending on which networks your campaign is targeting, and whether you want to focus on getting clicks, impressions, conversions, or views, you can determine which strategy is best for you.
On Google Ads, there are actually 9 different types of bidding you can use for a variety of goals.
If you're hoping to have your ads appear in the search engine results page when someone is searching for your competitors then you may want to select one of these two strategies:
Target Impression Share Bidding
This smart bidding strategy is focused on brand awareness and helping you reach as many people as possible. For example, if you're looking to dominate impressions for specific keyword searches, like basketball shoes you enter your goal percentage of impressions.
Keep in ins that the % impression share is a goal and is affected not just by your bids, but also by the quality score of each individual Google Ad Group and Ad. The impressions also don't guarantee that your ad is seen or clicked, since it can appear in a lower ad position. Target Impression Share is mostly an option for your own branded search campaigns and a limited number of search terms for your brand.
Maximise clicks is an automated bidding strategy based on your maximum daily budget. Google ads will attempt to drive the most clicks possible with your daily budget.