Which two bidding strategies can boost brand awareness and recognition?
Select all correct answers
Correct Answers
Cost-per-thousand viewable impressions (vCPM)
Cost-per-view (CPV)
Why is this the correct answer?
Cost-per-thousand viewable impressions (vCPM) and Cost-per-view (CPV) are the two bidding strategies that can boost brand awareness and recognition. vCPM bidding optimises for maximising the number of times your ad is seen by users, paying per 1,000 viewable impressions — ideal for display campaigns focused on reach and visibility. CPV bidding is used for video ads on YouTube, charging per view of your video content. Both strategies prioritise exposure over clicks or conversions, making them the right choice for brand awareness objectives.
Why are the other options incorrect?
Cost-per-acquisition (CPA)
Cost-per-acquisition (CPA) optimises for conversions — it is a performance bidding strategy focused on driving specific actions like purchases or sign-ups, not brand awareness.
Cost-per-click (CPC)
Cost-per-click (CPC) charges per click, optimising for traffic to your website. While useful for direct response, it is not specifically designed to maximise brand impressions or video views.
Real-World Example
A new soft drink brand runs a brand awareness campaign using vCPM on the Display Network and CPV on YouTube. Over 30 days, they achieve 8 million viewable impressions and 1.2 million video views. Brand recall surveys show a 23% increase in aided brand awareness among the target demographic.