With the goal of driving awareness for a new product from their company, a business owner considers inflating their target cost-per-thousand impressions (tCPM) bid in their Google Video campaign. What may be the unwanted result of inflating the tCPM bid for this new campaign?

Target cost-per-thousand impressions (tCPM) is designed to optimize bids to maximize unique reach while keeping the campaign’s average CPM at or below the target that is set. Raising that target too aggressively signals a willingness to pay more for impressions, which can win more expensive inventory. In an awareness campaign, that can make spend accelerate faster than the gain in additional unique reach . The main risk is lower reach efficiency, where budget is exhausted more quickly without a meaningful increase in new people reached. Google Help+1