An account manager is trying to determine a target cost-per-thousand impressions (tCPM) bid for their new awareness Video campaign, but they're unsure what to base the figure on. What's a valid way for them to determine the tCPM for the business's new Video campaign?

The correct approach for determining a tCPM bid is to decide on the highest amount you are willing to pay for 1,000 impressions for that specific campaign. This directly reflects your budget and the value you place on brand awareness. The tCPM bidding strategy aims to get as many impressions as possible at or below this target. Using the estimate in the traffic estimator is a good starting point for understanding potential reach, but it's not a definitive bid. Simply inflating an estimate or an average willingness to bid doesn't guarantee optimal performance or alignment with your actual budget and goals. Your tCPM should be a deliberate decision based on your campaign's value.