Full Guide to Create Video Ads in Google Adwords Account

If you want to promote your services and products on the youtube platform then Google provides a video ads campaign for it. to see a full guide about Video ads here step by step.

Create a video campaign

Video ads are an exciting way to reach and engage your audience on YouTube and across the web. You can create and manage your campaigns in Google Ads, using the “Video” campaign type.
This article explains the steps you’ll need to follow to set up a video campaign and ad group.


Before you begin

Here are some things to keep in mind before you create video campaigns and ads:
  • Ads and ad groups are created with the "Video" campaign type. Depending on the goal selected for your campaign, specific video ad formats and bidding strategies are available.
  • To create a video ad, your videos must be hosted on YouTube.
  • Reports for video campaigns and ad groups include metrics specific to video ads, including views, view rate, and earned actions, that aren't available in all Google Ads campaign management tools.
  • If you want to run both in-stream and video discovery formats in the same video campaign, you will need to create multiple ad groups.
To create a video campaign with only one ad format, follow the first set of instructions below. To create a campaign with several ad formats, continue to the second set of instructions below to create an additional ad group.
To place ads on partner sites and apps on the Display Network, use TrueView in-stream ads or outstream ads.
  • Each ad group can contain only one video ad format, either skippable in-stream, video discovery, non-skippable in-stream, bumper, or outstream.
  • You can't use a portfolio bid strategy with a video campaign.

How to create a video campaign

  1. Sign in to your Google Ads account.
  2. In the page menu, click Campaigns.
  3. Click the plus button , then select New campaign.
  4. Select from one of the following campaign goals: 
    • Leads
    • Website traffic
    • Product and brand consideration
    • Brand awareness and reach
  5. Select the Video campaign type.
    • Depending on your campaign goal, you may also need to select a campaign subtype. Eligible campaign subtypes include: skippable in-stream, bumper, non-skippable in-stream, outstream, or ad sequence. 
  6. Enter a name for your campaign.
  7. In the “Bidding strategy” section, set your bid strategy. Learn more about setting a bid strategy
  8. In the “Budget and dates” section, set your budget type, the start and end date for the campaign, and the budget delivery method. 
    • For the budget type, select Daily (the average amount you’d like to spend each day) or Campaign (the total budget you’d like to spend for the duration of the campaign) and enter the amount you’d like to spend.
    • For the budget delivery method, select Standard (to spend your budget evenly over time) or Accelerated (to spend your budget as quickly as possible). If you select Accelerated, your budget may run out early. 
  9. Under “Networks,” select where you want your video campaign to appear. Provided your campaign is eligible, you can choose one or more of the following networks:
    • YouTube search results: Ads can appear next to search results on YouTube. You can use video discovery ads only.
    • YouTube videos: Ads can appear on YouTube videos, channel pages, and the YouTube homepage. You can use in‑stream and video discovery ads.
    • Video partners on the Display Network: Ads can appear on Google Video Partner sites and apps.
  10. Select the languages and the locations you want your campaign to target.
  11. Choose your content exclusion settings to define where your campaign runs.
  12. (Optional) Click Additional settings to target specific devices, set a frequency cap, and set a schedule for the campaign.
  13. Enter a name for your ad group.
  14. Choose the demographics and audience types you want to reach.
  15. Choose the keywords, topics, and placements where you want your ad to show.
  16. If available, set your bid amount.
  17. In the “Create your video ad” section, search for a video you’ve uploaded, or enter the video URL from YouTube.
  18. Choose an eligible video ad format. Depending on the goal you selected, you can choose: In-stream ad, Video discovery ad, Bumper ad, Non-skippable in-stream ad, or Outstream ad. You’ll see a message in Google Ads if a specific ad format is not eligible for the campaign.
  19. Enter the final URL, which is the landing page you want people to reach when they click your ad.
  20. Enter the display URL, which can be a shorter version of the final URL, or the same as the final URL.
  21. Enter a call-to-action, which should be compelling and direct people to the website specified in the final URL.
  22. Enter a headline, which will appear as the primary line of text that promotes your product or service.
  23. (Optional) Click Ad URL options (advanced) to add a tracking template, final URL suffix, or custom parameters to the final URL.
  24. Select either an image that's automatically generated from the videos in your YouTube channel (recommended) or an image that you manually upload as your companion banner. Companion banners appear on computers only.
  25. Enter a name for your ad.
  26. Click Save and continue.

How to create an ad group for an existing campaign

  1. Sign in to your Google Ads account.
  2. In the navigation panel, select Video campaigns.
  3. Select the campaign you’d like to edit.
  4. In the page menu, click Ad groups.
  5. Click the plus button  to create a new ad group.
  6. Enter an ad group name.
  7. Set a bid amount.
  8. Edit the targeting methods you want to use for your ads. By default, your ads will show to all viewers.
  9. Next to “Your YouTube video,” choose a YouTube video.
  10. Next to “Video ad format” choose an ad format. An ad group can contain only one ad format.
  11. Enter the required information to create your ad. You can always save your ad group without creating an ad.
  12. Click Save ad group.

Using goals in video campaigns

Choosing a goal is a simple way to help you set up a successful video campaign.
When setting up your campaign, you can select from these goals:
  • Leads
  • Website traffic
  • Brand awareness and reach
  • Product and brand consideration
You can also select Create your campaign without a goal if you don’t have a goal in mind.

About campaign subtypes

Leads & Website traffic

The "Drive conversions" subtype helps drive clicks and relevant conversions on your website.

Brand awareness and reach

The "Skippable in-stream" subtype helps reach viewers on YouTube and across the web with skippable in-stream ads optimized for efficient impressions.
The "Non-Skippable in-stream" subtype helps you reach the customer with your entire message with non-skippable in-stream ads.
The “Bumper” subtype helps reach viewers on YouTube and across the web with bumper ads optimized for efficient impressions.
The "Outstream" subtype helps you to get more people interested in your brand with video ads designed to reach people on their phones and tablets.
The "Ad sequence" subtype helps you tell your product or brand story by showing people a series of videos in the order that you define.

Product and brand consideration

The "Influence consideration" subtype connects users with your brand through video ads designed to drive interactions and engagements.
The "Shopping" subtype allows you to promote relevant products alongside your video ads to encourage viewers to learn about your products and shop on your website (a Google Merchant Center account is required).
The "Ad sequence" subtype helps you tell your product or brand story by showing people a series of videos in the order that you define.

Video campaign goals and subtypes

Goal
Subtype
Networks
Ad formats
LeadsDrive conversions
YouTube videos, Video partners on the Display Network
Skippable in-stream
Website trafficDrive conversionsYouTube videos, Video partners on the Display NetworkSkippable in-stream
Product and brand consideration
Influence consideration
YouTube search, YouTube videos, Video partners on the Display Network
Skippable in-stream
Video discovery
Shopping
(requires a Google Merchant Center account)
YouTube videos
Skippable in-stream
Ad sequence
YouTube videos
Skippable in-stream

Non-skippable in-stream

Bumper

Brand awareness and reach
Skippable in-stream
YouTube videos, Video partners on the Display Network
Skippable In-stream
Non-skippable in-streamYouTube videos, Video partners on the Display NetworkNon-skippable in-stream
BumperYouTube videos, Video partners on the Display NetworkBumper
OutstreamVideo partners on the Display NetworkOutstream
Ad sequenceYouTube videos
Skippable in-stream

Non-skippable in-stream
Bumper

No goal
Custom video campaignYouTube search, YouTube videos, Video partners on the Display Network
Skippable in-stream
Video discovery
Bumper
Ad sequence
YouTube videos 
Skippable in-stream

Non-skippable in-stream
Bumper

Related links

Source:  https://support.google.com/google-ads/answer/2375497

About video ad formats

In Google Ads, you can create compelling video campaigns with a range of video ad formats to engage customers in different ways on YouTube and across video partner sites. Available video ad formats include: skippable in-stream ads, non-skippable in-stream ads,  video discovery ads, Outstream ads, bumper ads, and YouTube Masthead ads.
Note: Masthead ads are only available on a reservation basis through a Google sales representative. To learn more, see About reserved media placements on YouTube.
While video ad content must be hosted on YouTube, video ads can appear on YouTube and on video partner sites and apps across the Google Display Network, including on tablets and mobile devices (depending on your format and settings).
This article describes the benefits of video ads and compares the different video ad formats available. Explore the formats in detail below. You can also learn more about our policies and requirements.

Skippable in-stream ads

When should I use them?
Use this format when you have video content you'd like to promote before other videos on YouTube and across the Display Network.
How does it work?
Your video ad plays before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad.
Where can the Display Network ads appear?
Skippable in-stream video ads can appear on YouTube watch pages, on videos on partner sites, and apps in the Display Network.
​How will I be charged?
With CPV bidding you pay when a viewer watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or interacts with your video, whichever comes first.
With CPM bidding you pay based on impressions. Skippable in-stream ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.
Which campaign goals allow in-stream ads?
  • Leads
  • Website traffic
  • Brand awareness and reach
  • Product and brand consideration (all)
  • Campaign created without a goal

Non-skippable in-stream ads

Non-skippable in-stream ads are a non-skippable ad format designed to allow you to reach customers with your entire message.
When should I use them?
Use this format when you'd like to reach viewers with your entire message.
How does it work?
Your non-skippable in-stream ad is 15 seconds or shorter and plays before, during or after another video. Viewers do not have the option to skip the ad.
Where can the ads appear?
Non-skippable ads can appear on YouTube videos, on videos on partner sites, and apps on the Google Display Network.
How will I be charged?
You pay based on impressions. Non-skippable ads use target CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.
Which campaign goals use non-skippable ads?
  • Brand awareness and reach

Video discovery ads

    When should I use it?
    Use this format to promote a video in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube mobile homepage.
    How does it work?
    Your ad consists of a thumbnail image from your video with some text. While the exact size and appearance of the ad may vary depending on where it appears, video discovery ads always invite people to click to watch the video. The video then plays on the YouTube Watch page.
    Where can the ads appear?
    • On YouTube search results
    • Alongside related YouTube videos
    • On the YouTube mobile homepage
    How will I be charged?
    You’ll be charged only when viewers choose to watch your ad by clicking the thumbnail.
    Which campaign goals allow video discovery ads?
    • Product and brand consideration
    • Campaign created without a goal

    Outstream ads

    Outstream ads are mobile-only (phones and tablet devices) video ads that play on partner websites and within apps.
    When should I use them?
    Outstream ads are a way of expanding the reach of your video ads on mobile, helping you reach more customers.
    How does it work?
    Outstream ads begin playing with the sound off. Users tap the ad to unmute. Advertisers are only charged when more than half of the ad screen space is shown for two seconds or more. The format is designed to increase your video reach at an efficient cost.
    Where can the ads appear?
    One video template can run across a variety of different mobile placements. For mobile web placements outstream ads appear in banners, while for mobile app placements they'll appear in banners, interstitials, in-feed, native, as well as in both portrait and fullscreen modes.
    Outstream videos are mobile-only ads that appear on partner sites and apps on the Google Display Network. This ad format isn’t available on YouTube yet.
    How will I be charged?
    You’re charged for outstream ads based on viewable cost-per-thousand-impressions (vCPM), so you’ll only be charged when someone sees your video play for two seconds or more.
    Which campaign goals use outstream ads?
    • Brand awareness and reach
    • Campaign created without a goal

    Bumper ads

    Bumper ads are a short video ad format designed to allow you to reach more customers and increase awareness about your brand.
    When should I use them?
    Use this format when you’d like to reach viewers broadly with a short, memorable message.
    How does it work?
    Your bumper video ad is 6 seconds or shorter and plays before, during, or after another video. Viewers do not have the option to skip the ad.
    Where can the ads appear?
    Bumper ads can appear on YouTube videos, on videos on partner sites, and apps on the Google Display Network.
    How will I be charged?
    You pay based on impressions. Bumper ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.
    Which campaign goals use bumper ads?
    • Brand awareness and reach
    • Campaign created without a goal

    YouTube Masthead ads

    Masthead ads are a native video-ad based format that appear at the top of the YouTube Home feed on desktop, mobile, and TV screens. The YouTube Home feed is a very important destination for viewers, and the Masthead ad allows you to be first and foremost in that home experience. Masthead ads are only available on a reservation basis through a Google sales representative. To learn more, see About reserved media placements on YouTube.
    When should I use them?
    Use this format when you want to drive awareness for a new product service or launch or reach a massive audience in a short period of time (for example, a sales event).
    How does it work?
    Desktop
    • A featured video in a Masthead ad autoplays without the sound for up to 30 seconds at the top of the YouTube Home feed. The Masthead ad can appear in a widescreen or 16:9 aspect ratio format and includes an information panel to the right that automatically uses assets from your channel. You can optionally include up to 2 companion videos in this panel. People can click the mute icon if they want to hear sound from the video.
    • After autoplay, the main video defaults to the video thumbnail. When people click on the video or click on the thumbnail, they’re taken to the YouTube watch page for the video.
    Mobile
    • A featured video in a Masthead ad autoplays without the sound for the full duration of the video at the top of the YouTube app or m.youtube.com Home feed.
    • The mobile video Masthead ad features a video thumbnail, customizable headline, description texts as well as an external call-to-action (CTA). The mobile video Masthead ad also automatically pulls in the channel name and icon from the advertiser’s channel. When a user clicks on the mobile video Masthead ad, it will exit to the YouTube watch page for the featured video.
    TV
    • A featured video in a Masthead ad autoplays (where supported) without the sound for the full duration of the video at the top of the YouTube app for TVs. The Masthead ad can appear in a widescreen or 16:9 aspect ratio format. People can use their TV remote to interact with the Masthead ad. After autoplay, the main video defaults to the video thumbnail.  When people click on the video or thumbnail, they're taken to the watch page for the video to watch full-screen.
    • You can’t add a CTA to a Masthead ad on TV screens.
    How will I be charged?
    Because Masthead ads are only available on a reservation basis, you’re charged on a fixed cost-per-day (CPD) or cost-per-thousand-impressions (CPM) basis. You can work with the Google advertising team to get a rate estimate and campaign impression goals.
    Note: Masthead ads on TV screens can only be booked on a CPM basis. All targeting and ad serving options are the same as other Masthead campaigns booked on a CPM basis.

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