If your customer's main goal is brand exposure, what Search Ads 360 brand strategy would they set up?

For brand exposure, the most relevant Search Ads 360 strategy is to maximize impression share. Impression share measures the percentage of times your ads were shown compared to the total number of impressions they were eligible to receive. A high impression share indicates your ads are appearing frequently, which directly contributes to brand visibility and awareness. ROI and ROAS are financial metrics focused on profitability and are more suitable for performance-driven goals like sales or leads, not primarily brand exposure. Total number of clicks is a volume metric, but it doesn't guarantee visibility; an ad could get many clicks but still have low overall exposure if its impression share is low. Therefore, impression share is the direct measure of brand visibility.