Create a Video reach campaign

With Video reach campaigns, you can choose to reach more unique users or reach users with your entire message. In this article, you’ll learn how to create a Video reach campaign that’s optimized to your reach goal.


Before you begin

When building a Video reach campaign, you can choose how you’d like to reach your goal, which determines the ad formats available to you.

  • “Efficient reach” allows you to reach more unique users at a lower cost using bumper ads, skippable in-stream ads, or an optional mix of both ad formats in the same campaign. If you enable “multi-format ads,” you can also use in-feed and Shorts ads to get even more reach for your budget.
  • “Non-skippable in-stream” allows you to reach your audience with your entire message.
  • “Target frequency” allows you to reach the same users a set number of times each week using bumper, skippable in-stream, and non-skippable in-stream ads.

Optimize your campaign as you create it

As you create your campaign, you may receive notifications based on your setting selections. These notifications may alert you of issues that can result in decreased performance or that may be significant enough to prevent you from publishing your campaign.

The campaign construction navigation menu that appears as you construct your campaign provides a holistic view of your construction progress and will call attention to notifications that you may want to address. Move between steps in the navigation menu to easily review and resolve potential issues with your targeting, bidding, budget, or other campaign settings. Learn how to Set up your campaign for success.


Instructions

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Create a Video reach campaign for efficient reach (with bumper ads, skippable-in stream ads, in-feed ads, Shorts ads, or a mix)

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu and then click Campaigns.
  3. Click the plus button Add, then select New campaign.
  4. Select the Awareness and consideration objective.
  5. Select the Video campaign type.
  6. Select Video reach as your campaign subtype.
  7. For how you’d like to reach your goal, choose Efficient reach.
  8. Click Continue.
  9. Choose how you want to buy your ads by selecting either Auction or Reservation.
  10. Enter a name for your campaign.
  11. (Recommend) We recommend enabling multi-format ads by checking the box “Reach more unique users with multi-format video ads” in the “Multi-format ads” section.
    • Note: You can select the inventory you want your campaign to serve in the section. The available ads are: in-stream ads (bumper, skippable), in-feed ads, and Shorts ads. You must have at least one inventory selected. We recommend using all three inventories as it will maximize the unique reach you can get for your campaign.
  12. Enter details about your campaign, such as the bid strategy and budget.
  13. (Optional) To limit how many times that ads are shown to the same user, click Additional settings, then click Cap impression frequency in the “Frequency capping” section. When you cap impression frequency, you enter the number of impressions that you want to cap and set the frequency on a per day, per week, or per month basis.
  14. Enter a name for your ad group.
  15. Choose the demographic and audience segments that you want your ad group to reach.
  16. Choose the keywords, topics, and placements where you want your ads to show.
  17. Set your Target CPM bid amount.

    Check the "Campaign estimates" widget to see an estimate on the available impressions and estimated performance. The estimated performance is a combination of targeting, budget, and bids. You can adjust your campaign settings to achieve your desired result. Keep in mind that if your bid is too low, your campaign may not perform well in the Google Ads auction and you may not spend your full budget. Estimates are only provided when you’ve added at least one ad format in your campaign.

    In addition, when multiple ad formats are enabled, setting a bid too low may also result in your ads not serving in all selected formats.

  18. Use the editor to create your ad.
    • Your YouTube video: Search for a video you’ve uploaded or paste the video URL from YouTube. When you provide your video URL, Google Ads automatically determines the video ad format based on the length of your video.
    • Final URL: Provide the final URL, which is the landing page people visit when they interact with your ad.
    • Display URL: Provide the display URL, which is the website address that appears in your ad (up to 255 characters).
    • [Optional] Call-to-action: Enter a call-to-action that compels people to click on the ad (up to 10 characters).
    • [Optional] Short Call-to-action Headline: If desired, enter a headline that accompanies the call-to-action (up to 15 characters).
    • Long headline: When using multi-format ads, you must enter a headline that promotes your product or service (up to 90 characters).
    • Description: When using multi-format ads, you must enter a description that explains more about your product or service (up to 90 characters).
  19. Click Ad URL options (advanced) to add a tracking template, final URL suffix, or custom parameters to the final URL.
  20. Select either an image that's automatically generated from the videos in your YouTube channel (recommended) or an image that you manually upload as your companion banner. Companion banners appear on computers only.
  21. Enter a name for your ad.
  22. To create another ad in the same campaign, click New video ad.
  23. When you finish, click Create campaign.

    You can add more ads to a campaign after it’s created. To do so, go to the “Ads” page in Google Ads, select the plus button Add, and choose Video ad. You can only add skippable in-stream ads or bumper ads to the campaign when you choose “Efficient reach”.

Create a Video reach campaign with non-skippable in-stream ads

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Campaigns drop down in the section menu and then click Campaigns.
  3. Click the plus button Add, then select New campaign.
  4. Select the Awareness and consideration objective.
  5. Select the Video campaign type.
  6. Select Video reach as your campaign subtype.
  7. For how you’d like to reach your goal, choose Non-skippable in-stream.
  8. Click Continue.
  9. Choose how you want to buy your ads by selecting either Auction or Reservation.
  10. Enter a name for your campaign.
  11. Enter details about your campaign, such as the bid strategy and budget.
  12. (Optional) To limit how many times that ads are shown to the same user, click Additional settings, then click Cap impression frequency in the “Frequency capping” section. When you cap impression frequency, you enter the number of impressions that you want to cap and set the frequency on a per day, per week, or per month basis.
  13. (Optional) To add a product feed to your campaign, expand the “Product feed” box and click the checkbox.
  14. Enter a name for your ad group.
  15. Choose the demographic and audience segments that you want your ad group to reach.
  16. Choose the keywords, topics, and placements where you want your ads to show.
  17. Set your Target CPM bid amount.
    Check the "Campaign estimates" widget to see an estimate on the available impressions and estimated performance. The estimated performance is a combination of targeting, budget, and bids. You can adjust your campaign settings to achieve your desired result. Keep in mind that if your bid is too low, your campaign may not perform well in the Google Ads auction and you may not spend your full budget.
  18. Use the editor to create your ad.
    • Your YouTube video: Search for a video you’ve uploaded or paste the video URL from YouTube. When you provide your video URL, Google Ads automatically determines the video ad format based on the length of your video.
    • Final URL: Provide the final URL, which is the landing page people visit when they interact with your ad.
    • Display URL: Provide the display URL, which is the website address that appears in your ad (up to 255 characters).
    • Call-to-action: Enter a call-to-action that compels people to click on the ad (up to 10 characters).
    • Headline: Enter a headline that promotes your product or service (up to 15 characters).
  19. (Optional) Click Ad URL options (advanced) to add a tracking template, final URL suffix, or custom parameters to the final URL.
  20. Select either an image that's automatically generated from the videos in your YouTube channel (recommended) or an image that you manually upload as your companion banner. Companion banners appear on computers only.
  21. Enter a name for your ad.
  22. To create another ad in the same campaign, click New video ad.
  23. When you finish, click Create campaign.
You can add more ads to a campaign after it’s created. To do so, go to the “Ads” page in Google Ads, select the plus button Add, and choose Video ad. You can only add non-skippable in-stream ads to the campaign when you choose “Non-skippable in-stream”.

Learn more about how to create a Video reach campaign with Target frequency to reach the same people multiple times.

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