What is it you want to achieve through advertising ? Do you want your advert just to be seen by a lot of people; do you want lots of people (anyone) to click on your ads; or - might I suggest - something else perhaps? Impression sharte is probably the least valuable of all imho. Whatever you do, don't chnage your bidding strategy on a live campaign, always set up a 50/50 experiment so you can regress if it doesn't work. You'll lose a lot of data otherwise. If you are not getting at least one (business valuable) conversion per day, don't bother with automatic strategies at all, there simply isn't enough data for Google to work with On that, be sure conversions being tracked are ones worth optimising. i. e. not dwell time on site, or number of pages visisted, or crap like that.
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