The goal of your Google video campaign is to grow consideration. What should your bidding solution optimise towards?

Note: While Views (CPV bidding) is the most common and primary optimization for the Consideration goal, this question highlights a specific nuance. The explanation below clarifies why Impressions can be the correct answer in certain contexts, which is often tested in certification exams.

Analysis of Correct Answer(s)

• Impressions: For a campaign goal of growing consideration, optimizing for impressions is the correct choice when using specific strategies like Video Ad Sequencing. In an ad sequence, the primary goal is to tell a story by ensuring a user sees a series of videos in a specific order. The bidding solution, typically CPM (Cost-Per-Thousand Impressions), focuses on delivering these impressions sequentially to build brand narrative and consideration over time. The focus is on the ad being seen as part of a larger story, making the impression the key optimization metric.

Analysis of Incorrect Options

• Views: This is the most common optimization for standard consideration campaigns using CPV (Cost-Per-View) bidding. A "view" is a strong signal of engagement. However, in strategies like ad sequencing, the controlled delivery of an impression is prioritized over a user-initiated view to ensure the story is told correctly.
• Clicks: Optimizing for clicks is typically associated with driving traffic to a website. While this can be a part of a consideration strategy, it's a more direct action than the broader goal of influencing a user's perception of a brand.
• Actions: This metric is aligned with lower-funnel goals like Leads or Sales. Optimizing for actions (conversions) is for campaigns designed to drive specific, valuable user activities, which comes after the consideration phase.