In a Mail.ru advertising scenario with limited budget, what is the optimal initial bidding strategy to prioritize brand awareness over immediate conversions?

In a Mail.ru advertising scenario with a limited budget where the priority is brand awareness over immediate conversions, the optimal initial bidding strategy is typically a *cost-per-mille(CPM) bidding strategy, also known as cost-per-thousand-impressions bidding. CPM bidding focuses on maximizing the number of impressions (the number of times your ad is displayed) for a given budget. This is ideal for brand awareness campaigns because the goal is to get your brand in front of as many potential customers as possible. Since brand awareness isn't directly tied to immediate actions like clicks or purchases, CPM bidding allows you to efficiently distribute your budget across a broad audience. Other bidding strategies, such as cost-per-click (CPC) or cost-per-action (CPA), are more geared towards driving specific actions and can be less effective for brand awareness when working with a limited budget because they focus on paying only when someone clicks or converts, potentially sacrificing the overall reach needed for awareness. With a focus on the reach of brand awarness, this makes CPM a more effective measure compared to any alternative.