Your Google Video campaign is driving awareness of a new service your company will soon release, and you're considering inflating your target cost-per-thousand impressions (tCPM) bid to achieve that goal. Why should you avoid inflating the tCPM bid for your new campaign?

Target CPM should reflect the amount the advertiser is actually willing to pay for one thousand impressions. Inflating the bid can make the campaign serve more aggressively within the same eligible audience. For an awareness campaign, that can increase repeated exposure instead of improving efficient reach. Managing bid levels with frequency capping helps avoid showing the same ads too often to the same users.