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Create a bumper video campaign

Bumper ads are a short video ad format, designed to allow you to reach more customers and increase awareness about your brand by using a short, memorable message. With videos of just six 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 six 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. You pay each time that your ad is shown 1,000 times. 
  • Bumper ads can help to increase awareness about your brand. They often work well when run alongside related TrueView ads. (Note: TrueView ads must be created in a separate campaign.) Find out 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. Bear 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 six 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 the Campaigns tab, click +Campaign, and then select Video.
  3. Enter a campaign name. Keep the campaign subtype set to "Standard". 
  4. Next to “Video ad formats” select Bumper ads: six-second video ads.
  5. Set your budget. “Bidding” will be set to Maximum CPM.
  6. Choose networks, locations that you want to target, the language of your customers, and any advanced settings.
  7. Click Save and continue.
  8. Enter an ad group name. Enter your YouTube video (the video must be six seconds or shorter) and follow the steps to create your video ad.
  9. Enter your Maximum CPM bid.
  10. Select your targeting.
  11. Click Save ad group.
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