Summary
The brand should choose the VRC Efficient reach subtype. It combines skippable in-stream and bumper formats with Target CPM bidding so Google Ads buys the cheapest available impressions and spreads them across the largest possible set of unique viewers. The other reach subtypes optimise for message completion, repeated exposure or story order, not for cost efficient unique reach.
Nitin Batra is a Google Video Ads certified professional who plans and manages YouTube reach and awareness campaigns, including Video reach campaigns using Efficient reach and Target frequency subtypes.
Last updated: August 23, 2026
To maximize unique viewers within a fixed budget, choose the VRC Efficient reach subtype, which uses skippable in-stream and bumper formats with Target CPM bidding to buy the cheapest possible incremental reach.
- YouTube Select
- Target frequency
- VRC Efficient reach
- VRC Non-Skips
The correct answer is: VRC Efficient reach
Key Takeaways
- – VRC Efficient reach is the correct subtype when a brand wants the maximum number of unique viewers within a set budget.
- – Efficient reach runs skippable in-stream ads, bumper ads or both together, and always bids using Target CPM.
- – Reach subtypes trade depth of exposure for width of audience, so Efficient reach spreads budget across more people rather than showing the ad repeatedly.
- – If the brand actually needs a set number of exposures per person, Target frequency is the right choice, and picking Efficient reach there will spread impressions too thin.
Where do I select the Efficient reach subtype in Google Ads?
Create a new campaign, choose Awareness and consideration as the objective, then select Video as the campaign type. On the next screen choose Video reach campaign, and the subtype options appear. Efficient reach is usually preselected, and you then decide whether to run skippable in-stream, bumper, or both formats in the same campaign.
Why does Efficient reach use Target CPM instead of CPV bidding?
Target CPM charges per thousand impressions and lets Google Ads average out your cost across cheap and expensive auctions. That is what makes it possible to buy the widest unique audience for a fixed budget. CPV bidding charges only when someone views or interacts, which is suited to consideration campaigns, not to maximising unique reach.
How is Efficient reach different from Non-skippable reach?
Non-skippable reach forces the full 15 second message on every viewer, which protects message completion but costs more per impression, so you reach fewer people on the same budget. Efficient reach accepts that some viewers will skip after five seconds and buys far more impressions in exchange. When the brief says maximum unique viewers and best ROI, Efficient reach wins.
How do I check whether the campaign is actually delivering unique reach?
Open the campaign, go to the Columns menu and add the Reach metrics, including Unique users, Unique cookies, Average impression frequency and Average CPM. A healthy Efficient reach campaign shows a rising unique user count with frequency staying low. If frequency starts climbing, your audience is too narrow and you should widen targeting or add more inventory.