When you create a Video campaign in Google Ads, you choose a campaign goal first. A campaign goal is the main thing you want your campaign to achieve for your business (for example, sales or website traffic).
In this article, you’ll learn about Video campaign goals and how they determine the campaign subtypes, ad formats, ad networks, and bidding strategies available to you when creating the campaign.
Video campaign goals
When setting up your campaign, you can select from one of these goals:
If you don’t have a goal in mind, you can also select “Create a campaign without a goal's guidance”. Learn more about campaign goals.
Video campaign subtypes
After you choose a goal, you can then choose a campaign subtype. The campaign subtype specifies how you want to reach people, where the campaign runs, and which ad formats can be used in the campaign.
Sales / Leads / Website traffic
- Drive conversions: Drive interactions and relevant conversions on your website. Also known as TrueView for action and Video action campaigns.
Product and brand consideration
- Influence consideration: Connect users to your brand using ads designed to drive interactions and engagements.
- Shopping: Promote relevant products alongside your ads to encourage viewers to learn about your products and then shop on your website (a Google Merchant Center account is required). Also known as TrueView for shopping.
- Ad sequence: Tell your product or brand story by showing ads in a particular sequence to individual viewers.
Brand awareness and reach
- Skippable in-stream: Reach viewers with skippable in-stream ads optimized for efficient impressions.
- Non-skippable in-stream: Reach viewers with your entire message using non-skippable in-stream ads.
- Bumper: Reach viewers with bumper ads optimized for efficient impressions.
- Outstream: Get more interest in your brand with ads designed to reach people on their phones and tablets.
- Ad sequence: Tell your product or brand story by showing ads in a particular sequence to individual viewers.
Available ad networks and ad formats for Video campaigns
The campaign goal and campaign subtype that you choose determines the ad networks where your ads can appear, and the ad formats that you can use in the campaign.
Ad networks
Ad networks are places where your ads can appear. Video ads can appear in the following places:
- YouTube videos, channel pages, and the YouTube homepage
- YouTube search results
- Websites and apps on the Display Network (also known as Google video partners)
| YouTube videos | YouTube search results | Video partners on the Display Network |
Ad formats
Ad formats determine what your ads look like and how they behave to people who see them. Learn more about Video ad formats.
| Skippable in-stream | Non-skippable in-stream | Bumper | Video discovery | Outstream |
Compare goals
Expand a section below to see the campaign subtypes, ad networks, ad formats, and bid strategies available for each goal.
Sales / Leads / Website traffic
Drive conversions
| Networks | ||
|---|---|---|
| Ad formats | ||
| Bid strategies |
Set bids on the cost-per-conversion (Target CPA) Automatically set bids to help get the most conversions for your campaign while spending your budget (Maximize conversions) |
|
Product and brand consideration
Influence consideration
| Networks | |||
|---|---|---|---|
| Ad formats | |||
| Bid strategies | Set bids on video views or interactions with your video (Maximum CPV) | ||
Ad sequence
| Networks | |
|---|---|
| Ad formats | |
| Bid strategies |
Set bids on the cost-per-thousand impressions (Target CPM) Set bids on video views or interactions with your video (Maximum CPV) |
Shopping
| Networks | |
|---|---|
| Ad formats | |
| Bid strategies | Set bids on video views or interactions with your video (Maximum CPV) |
Brand awareness and reach
Skippable in-stream
| Networks | |
|---|---|
| Ad formats | |
| Bid strategies | Set bids on the cost-per-thousand impressions (Target CPM) |
Non-skippable in-stream
| Networks | |
|---|---|
| Ad formats | |
| Bid strategies | Set bids on the cost-per-thousand impressions (Target CPM) |
Bumper
| Networks | |
|---|---|
| Ad formats | |
| Bid strategies | Set bids on the cost-per-thousand impressions (Target CPM) |
Outstream
| Networks | |
|---|---|
| Ad formats | |
| Bid strategies | Set bids for every thousand times your ad is shown in a viewable position (Viewable CPM) |
Ad sequence
| Networks | |
|---|---|
| Ad formats | |
| Bid strategies |
Set bids on the cost-per-thousand impressions (Target CPM) Set bids on video views or interactions with your video (Maximum CPV) |