[fusion_builder_container hundred_percent=”yes” hundred_percent_height=”no” hundred_percent_height_scroll=”no” hundred_percent_height_center_content=”yes” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” video_preview_image=”” border_size=”” border_color=”” border_style=”solid” margin_top=”-100″ margin_bottom=”0″ padding_top=”0″ padding_right=”0″ padding_bottom=”0″ padding_left=”0″][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_1″ spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” dimension_margin=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_imageframe image_id=”2393″ max_width=”” style_type=”none” stylecolor=”” hover_type=”none” bordersize=”” bordercolor=”” borderradius=”” align=”center” lightbox=”no” gallery_id=”” lightbox_image=”” alt=”” link=”” linktarget=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]https://www.brandrocket.net/wp-content/uploads/2018/06/header-target-outranking-share.jpg[/fusion_imageframe][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container][fusion_builder_container hundred_percent=”no” hundred_percent_height=”no” hundred_percent_height_scroll=”no” hundred_percent_height_center_content=”yes” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” video_preview_image=”” border_size=”” border_color=”” border_style=”solid” margin_top=”-20%” margin_bottom=”20%” padding_top=”” padding_right=”” padding_bottom=”” padding_left=””][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_1″ spacing=”” center_content=”yes” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” undefined=”” background_repeat=”no-repeat” hover_type=”none” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”” margin_bottom=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_title margin_top=”” margin_bottom=”” hide_on_mobile=”medium-visibility,large-visibility” class=”” id=”” size=”1″ content_align=”left” style_type=”default” sep_color=””]

AdWords Bidding Options

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Target Outranking Share

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Target Outranking Share

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By David Smania

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For advertisers in a competitive space, Target Outranking Share provides an option to target a domain to beat in the search results.

When this option is selected, Google AdWords automatically adjusts bids higher or lower to help outrank the competition.

When an advertiser’s ad outranks another using this option, the ad is displayed above the target domain’s ad on Google Search pages, or displays when the other ad isn’t in circulation at the time.

It should be noted that this strategy is not tied to Ad Rank in any way. In fact, final placement is determined by the outcome of the auction, which is influenced by many different factors (such as Quality Score).

Quality Score could be a deciding factor if two advertisers have chosen this option and are aggressively trying to outrank each other.   If max CPCs were identical, Google would choose the advertiser with the better score as they are delivering a better search experience.

Target Outranking Share Settings

Domain Name to Outrank

Advertisers should look to the auction insights report to identify competitors who have the highest percentage of outranking share.

If your campaign has accumulated enough data for Google to sample properly, AdWords will also display a list of domains that you’ve competed against in the same ad auction. You can select it from the list or manually enter it here.

Target to Outrank

Adwords provides the ability to manage the percentage of auctions that you’d prefer to outrank the selected domain.   The higher this percentage, the larger the required budget to support this strategy.

Max Bid Limit

This is the maximum amount you’d like Google to set for keywords, ad groups, or campaigns for Target Outranking Share.

This is helpful if two domains are battling it out with Target Outranking Share. In this case, Google will increase both bids until someone hits their max bid limit.

It’s also important to note that bids won’t be raised in the account is limited by budget, which means this strategy could fall short of targeting goal.

Bid Automation

Advertisers get the choice of setting manual or automated bid automation.

With the automated option, Google AdWords is given full permission to raise and lower bids whenever needed to outrank the competitor’s domain.

With manual bids, the amount is set by the advertiser and AdWords makes adjustments as needed so they are as high as required to outrank the target domain.

Low Quality Keywords

The default setting for this strategy is “Don’t raise bids” on the low quality keywords.   It could cost to increase bids for keywords that are lower quality, so it’s recommended that this setting remains in the default mode.

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“Target Outranking Share provides an option to target a domain that we’d like to beat in the search results.”

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Low Quality Keywords

The default setting for this strategy is “Don’t raise bids” on the low quality keywords.   It could cost to increase bids for keywords that are lower quality, so it’s recommended that this setting remains in the default mode.

Important Items to Consider When Using Target Outranking Share

• The goal of this bidding tactic is to simply outrank your competition. It has nothing to do with optimizing on cost or conversions.   Always measure the impact on branding and/or revenue once it’s had time to run.

• While Target Outranking Share will boost your ranking over a single competitor, your Ad Rank will remain unaffected.

• If two competitors are both bidding using this option, bids will increase until someone reaches the max bid limit. At this point, the competitor with the better bid and quality score will win the auction and higher ranking.

• You are limited to one competitive domain at a time, so it’s important to monitor this carefully as competition for keywords can change quickly.

• When you first opt-in to this strategy, it can take a day for bids to be properly updated as the outranking share data is updated once a day.   This strategy can also take up to 7 days to begin working for you and producing results. Google recommends waiting this long before altering Target Outranking Share strategy settings.

• The Target Outranking Share alters bids on keyword basis and does not increase bids to win the best position in every auction.   Auctions are only affected when keywords match, and not every single ad that you and your competition are bidding on.

Next Up – Maximize Clicks

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