About Video campaign goals

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:

About video campaigns 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

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

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 icon YouTube search results icon Video partners on Display Network icon
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 icon Non-skippable in-stream icon Bumper icon Video discovery icon Outstream icon
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 YouTube Videos icon Video partners on Display Network icon
Ad formats Skippable in-stream icon
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 YouTube Videos icon YouTube search results icon Video partners on Display Network icon
Ad formats Skippable in-stream icon Video discovery icon
Bid strategies Set bids on video views or interactions with your video (Maximum CPV)

Ad sequence

Networks YouTube Videos icon
Ad formats Skippable in-stream iconNon-skippable in-stream iconVideo discovery icon
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 YouTube Videos icon
Ad formats Skippable in-stream icon
Bid strategies Set bids on video views or interactions with your video (Maximum CPV)

Brand awareness and reach

Skippable in-stream

Networks YouTube Videos iconVideo partners on Display Network icon
Ad formats Skippable in-stream icon
Bid strategies Set bids on the cost-per-thousand impressions (Target CPM)

Non-skippable in-stream

Networks YouTube Videos iconVideo partners on Display Network icon
Ad formats Non-skippable in-stream icon
Bid strategies Set bids on the cost-per-thousand impressions (Target CPM)

Bumper

Networks YouTube Videos iconVideo partners on Display Network icon
Ad formats Bumper icon
Bid strategies Set bids on the cost-per-thousand impressions (Target CPM)

Outstream

Networks Video partners on Display Network icon
Ad formats Outstream icon
Bid strategies Set bids for every thousand times your ad is shown in a viewable position (Viewable CPM)

Ad sequence

Networks YouTube Videos icon
Ad formats Skippable in-stream iconNon-skippable in-stream iconVideo discovery icon
Bid strategies

Set bids on the cost-per-thousand impressions (Target CPM)

Set bids on video views or interactions with your video (Maximum CPV)

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