Google this month launched a new smart bidding method called Target Impression Share. The newly automated bidding will try to show the ad on 100% of auctions in the campaign. Target Impression Share only works on Search.
Amulya Sanagavarapu, Product Manager, Bidding, at Google says Target Impression Share was launched for some situations where ideal performance means being present on certain search terms.
Target Impression Share bidding was designed to show in a certain percentage of eligible auctions, increasing or stabilizing awareness.
Other smart biddings available in Google Ads are Max Conversions, Target CPA (increase sales or leads), Target ROAS (increase profit), and Max Clicks (increase website visitors).