YouTube campaigns

About YouTube video action campaigns

YouTube video action campaigns are a simple and cost-effective way to drive conversions across YouTube. 

By combining inventory from YouTube, Google video partners, and more, YouTube video action campaigns can help you drive improved performance for your campaigns by reaching new customers.

YouTube video action campaigns may be a good choice for you if:

  • You want to use video to drive action to your business, service, or product.
  • You’re looking to increase scale or improve CPA performance and efficiency.
  • You already use conversion tracking in your line items.

About YouTube video action campaigns

Responsive in-stream and in-feed ads

Visual representation of in-stream and video discovery ads on mobile phones.

Ads can also appear in videos running on desktop and in the YouTube app on TV. Functionality may be different depending on the device.

Features

Specifications

Step 1 Call-to-action

Max 10 characters

Step 2 Headline

Max 15 characters

Used in the skippable in-stream ad format

Step 3 Long headline

Max 90 characters

Used in the in-feed video ad format

Step 4 Description

Max 70 characters

Step 5 Creative options (optional)

You can add:

Adding a creative option may change the overall appearance of the ad. Only one creative option can serve at a time in a single campaign.

Extensions may not be eligible to show on all inventory.

Bidding

Bids are set based on either maximizing conversions or target CPA (cost per acquisition). Both of these automated bidding strategies optimize your bids for conversions rather than views in order to drive clicks and relevant conversions on your websites.

  • Maximize conversions (recommended): Display & Video 360 automatically sets bids to help get the most conversions for your campaign while spending your budget. This bid strategy uses advanced machine learning to optimize bids and offers auction-time bidding capabilities that tailor bids for every auction.
  • Target CPA: You set the average amount you’re willing to pay for a conversion, and Display & Video 360 then automatically sets your bids to give you as many conversions as possible at your targeted cost-per-acquisition. Target CPA is only suggested if you have robust conversion data in your Display & Video 360 advertiser.

More details about Maximize conversions bidding

Using historical information about your line item and evaluating the contextual signals present at auction-time, Maximize conversions bidding automatically finds an optimal bid for your ad each time it's eligible to appear. Display & Video 360 sets these bids to help maximize conversions for your line items while spending your budget.
When you’re using Maximize conversions, check your daily budget amount. Maximize conversions will try to fully spend your daily budget, so if you’re currently spending much less than your budget, your spend could increase significantly.

More details about target CPA bidding

Target CPA bidding uses conversion data from your campaign to predict the likelihood that an engaged user will convert. Display & Video 360 uses this prediction to manage your bids to maximize conversions at your target CPA.

Your actual CPA may be above or below your target CPA. This is because:

  • Your actual CPA depends on factors outside of Google’s control, like changes to your website, your ads, or increased competition in ad auctions.
  • Your actual conversion rate can be lower than the predicted conversion rate.

Conversion tracking and optimization

YouTube video action campaigns can be configured to report and optimize toward the following conversion and measurement scenarios:

 

 

Floodlight optimization for YouTube

Optimized using YouTube-enabled Floodlight activities

YouTube-enabled Floodlight activity requirements

Not required

Must enable each Floodlight activity for YouTube tracking

Compatible conversion types for optimization

  • Website conversions (Iframe, Global Site Tag, GTM, image)
  • Mobile app conversions
  • Offline conversions
  • Website conversions (iframe, Global Site Tag, GTM)

Methodology used for optimization of video action campaigns and Display & Video 360 YouTube report (inc. YouTube Conversions metric)

Floodlight methodology, deduplicated across YouTube and other media measured by your Floodlight configuration.

YouTube-enabled Floodlight methodology, does not take into account any other type of media measured by your Floodlight configuration.

Methodology used for Display & Video 360 standard report (inc. Conversions metric)

Floodlight methodology, source for cross-media measurement is based on Floodlight attribution.

Create a YouTube video action campaign

Creating a YouTube video action campaign has a few different steps from a regular YouTube & partners line item based on the bidding options and ad setup.

Reporting for YouTube video action campaigns

YouTube video action campaigns use the same reporting options as regular YouTube & partners line items. Learn more

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