You’re creating a Google video campaign with ‘brand awareness and reach’ as the campaign goal. Why is target cost-per-thousand impressions (tCPM) the optimal bidding strategy?

Why is tCPM bidding ideal when running a Google video campaign focused on brand awareness and reach?

• tCPM optimises bids to maximise impressions and reach while controlling costs
• tCPM focuses solely on driving conversions
• tCPM automatically increases clicks regardless of budget
• tCPM limits ad delivery to specific users only

Explanation

Target cost-per-thousand impressions (tCPM) is the optimal bidding strategy for brand awareness and reach campaigns because it focuses on showing your video ads to as many users as possible while keeping your cost per thousand impressions within your target. This approach allows advertisers to maximise exposure and increase brand recognition efficiently across the Google Display Network and YouTube, rather than optimising for clicks or conversions, which are more relevant for action-focused campaigns.