Which Bidding Option is Best Suited for an Advertiser Focused on Branding Goals?

Last updated: November 25, 2022

When using Google AdWords, you have many options for advertising and even more options in terms of the goals you want to set. However, some bidding options are better than others, especially concerning branding goals. Which bidding option is best suited for an advertiser focused on branding goals?

Cost per acquisition (CPA)

Effective cost-per-thousand impressions (eCPM)

Viewable cost-per-thousand impressions (vCPM)

Cost-per-click (CPC)

The correct answer is viewable cost-per-thousand impressions (vCPM). This is because different bidding options allow you to accomplish different goals. 

In terms of increasing brand awareness, focusing on impressions is far more effective than other bidding options that might drive traffic to your site, for example. The best way to get your brand and message seen by potential customers is by using viewable cost-per-thousand impressions (vCPM).