What’s new
The beta introduces an automated bidding option that removes the requirement to enter a Target CPM when creating eligible Video Reach campaigns.
How it works
Google automatically sets and adjusts bids in real time, aiming to spend the campaign’s full budget while maximizing reach.
Advertisers can choose between two approaches:
- Automated bidding: Leave the bid field empty and let Google manage bids to spend the available budget.
- Target CPM bidding: Set a preferred cost per thousand impressions, allowing Google to optimize delivery around that target.
Where it’s available
The beta supports two Video Reach campaign subtypes:
- Efficient reach
- Non-skippable campaigns using Target CPM
More flexibility
Advertisers can switch between automated and manual bidding during campaign creation, through ad group settings, from reporting tables or when duplicating campaigns.
The catch
Automated bidding prioritizes budget delivery, which means advertisers give Google more control over CPMs. Those with strict cost targets may prefer to retain manual Target CPM settings.
Why we care
The update could simplify campaign management for advertisers focused on maximizing brand exposure rather than maintaining a specific CPM.
However, advertisers should monitor actual CPMs, impressions, reach and frequency to determine whether automated bidding delivers better results than their existing approach.
The bigger picture
Google continues to expand automated bidding across its advertising products, shifting more campaign optimization decisions from advertisers to its algorithms.
The bottom line
Automated bidding gives Video Reach advertisers a simpler way to manage campaign delivery, but the trade-off is less direct control over costs. For now, the feature remains in beta.