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wouldn’t target impression share work better in this case?

I mean we are anyways getting 100% impression share

You can try Target CPA and see for an week if this lowers down your conversion cost. Meanwhile, I feel targeting 100% impression share always increases cost of conversion. Isn't it?

i would suggest that if impression share is not a problem, focus on improving the quality score. improving quality score will get your cpc down immediately. if qs is also good and IS is also good and even then the CPC is high, it means that you're operating in a very competitive industry and not much is in your control, just continue what you're doing.

Yes, this is a new ad account, so that hurts our CPC, but these are brand terms

what's your click share? is it also high? if not, i would suggest work with maximize clicks strategy for 2 weeks and see if it changes anything

Yes, actually i think maximize clicks should work here

yes and intent is not the problem, so wasted spend would be minimum. you may want to have non-performing website audiences as a negative, if that is an issue? for example in B2B, i would remove recent free trial conversions from my brand campaigns but that may not be an issue with d2c

Correct

Is anyone else even bidding for your brand keywords? Asking since you said you're getting 100% impression share. If no, why run ads for brand keywords? It may make sense to run them for keywords for which you aren't able to rank organically yet. Eg: brand alternatives, brand pricing, etc. If you still want to, run ads at enhanced CPC. You should see very low CPCs.

Yeap, people are running ads for our brand, there are only two direct competitors in the market and both of them are running ads. Impression share wont get affected , 3 ad slots, 3 ads, we will always come first becuase of relevancy.