Which bidding option is best suited for an advertiser focused on branding goals?
- Cost-per-click (CPC)
- Viewable cost-per-thousand impressions (vCPM)
- Cost per acquisition (CPA)
- Effective cost-per-thousand impressions (eCPM)
If you’re interested in maximizing ad views, rather than clicks, vCPM bidding strategy can help you achieve this goal better than other kinds of bid strategies. If you’d like to pay only for ad impressions measured as viewable, you can with viewable cost-per-thousand impressions (viewable CPM). An ad is counted as “viewable” when 50 percent of your ad shows on screen for one second or longer for display ads and two seconds or longer for video ads. You can select Viewable CPM as a bid strategy when you choose CPM bidding for your “Display Network only” campaign.
If you want to increase brand awareness—not drive traffic to your site—focusing on impressions may be your strategy. You can use cost per thousand viewable impressions (vCPM) bidding to put your message in front of customers.
Read more here: https://support.google.com/adwords/answer/2472725?hl=en