About the reach objective

Last updated: January 2026

The reach objective allows you to show your ads to the maximum number of impressions in your targeted audience at the most efficient price. Reach campaigns help raise awareness for your product/service to large audiences. After you choose the Reach advertising objective, you can choose the Auction or Reach & Frequency buying type.

Key considerations

When you set up a campaign with a reach objective, you will need to consider:

  • Your marketing goal

  • How often you want users to see your ad

  • How much you are willing to pay for impressions


Frequency control

Frequency control allows you to manage exposure to your messaging. When you run a campaign with the reach objective, the bidding method is CPM, the price you are willing to pay for one thousand impressions.


Create a new reach campaign in TikTok Ads Manager

To jump into your TikTok Ads Manager account with a new reach campaign setup open, click this link.


Learn more about the reach objective

Explore the Intro to brand building on TikTok course on TikTok Academy to learn how to use the reach objective to increase brand awareness.