Create a video campaign with bumper ads

Bumper ads are a short video ad format that let you reach more customers and increase awareness about your brand by using a short, memorable message. With videos of 6 seconds or less, bumper ads let you reach people with bite-sized messages, while providing a minimal impact on their viewing experience. You can create bumper video campaigns in AdWords using the “Video” campaign type.

How it works

  • Videos must be 6 seconds or shorter. Viewers can’t skip your ad.
  • A view of your bumper ad won’t increment the video’s YouTube view count.
  • Bumper ads use CPM (cost-per-thousand impression) bidding. Your pay each time your ad is shown 1,000 times. 
  • Bumper ads can help increase awareness about your brand. They often work well when run along with related TrueView ads. (Note: TrueView ads must be created in a separate campaign.) Learn more about TrueView campaigns
  • The short format can be especially effective on mobile, when people are often watching videos on the go.

Below, we’ll walk you through how to set up a bumper video campaign in AdWords.

Before you begin

Before you set up a bumper video campaign, you should be familiar with video campaigns and video ad formats. Keep in mind that a bumper campaign can only contain bumper ads. You’ll need to create TrueView ads in a separate campaign.

Bumper campaigns require a video of 6 seconds or less, and the video must be hosted on YouTube.

Instructions:

Here are step-by-step instructions for creating bumper video ad campaigns:

  1. Sign in to your AdWords account.
  2. Click Campaigns in the navigation panel, click +Campaign, and then select Video.
  3. For goals, select Brand awareness and reach, or create the campaign without a goal.
  4. Select Standard awareness - Drive reach, impressions, and views for a campaign subtype.
  5. Enter a campaign name. 
  6. Set your budget. Choose networks, locations you want to target, the language of your customers, and any advanced settings. 
  7. Set “Bidding strategy” to Maximum CPM.
  8. Enter an ad group name.
  9. Enter your Maximum CPM bid.
  10. Enter the URL of your YouTube video (the video must be 6 seconds or shorter) and follow the steps to create your video ad.
  11. Under "Create your video ad," select Bumper ad.
  12. Enter the video's final URL, display URL, and URL options. 
  13. Choose whether you want to auto-generate the video's companion banner (recommended) or upload an image.
  14. Enter your ad name, then click Save and continue.
 
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