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?

The selection is correct because target cost-per-thousand impressions (tCPM) is specifically engineered to align with "brand awareness and reach" by prioritizing the scale and volume of ad deliveries rather than specific user actions like clicks or conversions. Unlike performance-based bidding strategies that narrow the target audience to find likely buyers, tCPM uses Google’s machine learning to optimize bids to put the campaign's message in front of as many relevant people as possible within a specified budget. By focusing on the cost of every 1,000 impressions, the algorithm identifies the most efficient opportunities to serve your ad across the Google network, ensuring that your brand achieves maximum visibility and market presence. This approach is fundamental for awareness goals, as it allows advertisers to define the value of reaching a broad audience while maintaining control over their average cost-per-reach.