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once2 Target impression share is for brand awareness. So if you want more awareness, then it might be something to try. However, you said you aren't getting sales. That's not the purpose of that bid strategy. You have to get more granular to really tell if something odd is happening with the CPC. Over the short term, it can be all over the place. There are a number of things that could affect that from different search terms accounting for click volume from one day to the next. To competitors jumping in and out of the auction, their bids going up, or changes you have made. As far as sales, if there is not something obvious wrong, like you suddenly aren't receiving impressions or clicks, then start as close to the end of the sale as possible (i. e. look at the step right before the sale is complete), then work your way back toward everything you're doing in GAds. Compare the time when your sales were doing good versus the same number of days since it's been down, looking for which step(s) dropped.
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