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?

Analysis of the Correct Answer(s)

The optimal bidding strategy is chosen based on the campaign's primary goal. For a "brand awareness and reach" campaign, the main objective is to maximize the number of people who see your ad.

• Target cost-per-thousand impressions (tCPM) is a bidding strategy where you set an average price you are willing to pay for every 1,000 impressions.
• Google's system then automatically optimizes your bids to maximize unique reach. This means it focuses on showing your ad to as many different, relevant people as possible within your budget.
• This directly aligns with the goal of building awareness and expanding reach, making it the most suitable choice.

Analysis of Incorrect Options

• "It'll create as many impressions as possible in line with the target cost-per-acquisition.": This is incorrect because it mixes two different goals. Target CPA is a conversion-focused bidding strategy, not an awareness-focused one. The goal here is impressions, not acquisitions (conversions).

• "It'll analyse historical feedback and make adjustments to bids based on performance signals.": While this is a true statement about how Smart Bidding works in general, it is not the specific reason tCPM is optimal for this goal. The key is what it optimizes for (reach and impressions), not just that it optimizes.

• "It'll acquire as many clicks as possible according to the daily budget that's been set.": This describes the Maximize Clicks bidding strategy. Its goal is to drive traffic (clicks) to your website, which is different from the goal of maximizing visibility and brand awareness.