When it comes to bidding strategies, Google has thought through potentially every need, option and alternative to give advertisers a wide variety of bidding choices. There is something for everyone regardless of the type of campaign.
Experience has taught us the advertiser who is brand-focused, particularly those looking to increase brand awareness (as opposed to driving traffic) is best suited by focusing on viewable cost per thousand impressions (vCPM), a manual bidding strategy for putting their ad message in front of consumers. You can set the highest amount you want to pay for 1,000 viewable ad impressions on Google Display Network.