About YouTube Creator Partnerships

The YouTube Creator Partnerships in Google Ads is the space where you can find YouTube creators to partner with on sponsored content and help you efficiently manage your creator partnerships.

This article explains the YouTube Creator Partnerships, how it works and the benefits of using it.

On this page

Benefits
How it works
Eligibility and requirements to get started with YouTube Creator Partnerships
FAQs
Next steps

Benefits

Develop authentic creator content: Explore existing sponsored creator videos that mention your brand or products, which you can link and promote.
Measure holistic impact: Access to both organic and paid performance metrics for all your linked creator videos allow you to understand and gain valuable insights of your creator videos' performance and impact.
Discover new opportunities to collaborate: Find new creators to collaborate or initiate brand partnerships with and contact them directly.

How it works

YouTube Creator Partnerships help you find the right YouTube creators, review suggested videos to promote and track key performance metrics of linked sponsored content. It provides a suite of integrated tools and features to help you effectively manage the lifecycle of your creator partnerships in one central place.

Access YouTube Creator Partnerships

Follow to steps below to access and get started with YouTube Creator Partnerships:

Go to YouTube Creator Partnerships within the Tools menu .
Depending on your account’s eligibility, you may find one or more of the following tabs:
- Overview
- Creator search
- Management
- Analytics

Eligibility and requirements to get started with YouTube Creator Partnerships

Some features of YouTube Creator Partnerships are only available in select markets and can be accessed if you meet the following requirements:

Large Customer Sales (LCS) or Google Customer Solutions (GCS) assigned
With over $1,000 USD in Demand Gen or YouTube spend in the previous year
Has creator search access
Verified advertiser
Not in a prohibited or restricted category

FAQs

In what markets is YouTube Creator Partnerships available?

YouTube Creator Partnerships is available in the following advertiser markets and growing.

Australia
Brazil
Canada
France
Germany
Hong Kong
India
Indonesia
Israel
Italy
Japan
Mexico
Netherlands
New Zealand
Philippines
Saudi Arabia
Singapore
South Korea
Spain
Switzerland
Turkey
United Arab Emirates (UAE)
United Kingdom (UK)
United States (US)

Note: For other markets, reach out to your assigned support representative.

Why do some videos appear to be linked without advertisers taking any action?

These videos are linked through creator-initiated linking. This feature enables the creator to add you as a brand partner in YouTube Studio, so that they can link their sponsored video to your Google Ads account. Here are the steps for creator-initiated linking:

Creator navigates to the 'Paid promotion and brands listing' within the upload details.
The creator searches for a brand partner and selects it.
The creator consents to the Terms and Conditions.
The creator finds that paid promotion is disclosed and the brand link has been defined.
The creator uploads the video.

Note: Creator-initiated linking requests are automatically accepted and appear as links in your Google Ads account. No further action is needed.

Why does the search for a YouTube channel return more than one channel?

In most cases, YouTube channel search will return not only the exact channel that you searched for but also other channels that are closely related to the channel. These include, but are not limited to, other channels owned by the same creator, channels that have collaborated or mentioned the channel being searched.

I applied an audience filter and now the search results seem really limited. Why?

Applying audience filters, performance and some other filters excludes the creators who have not opted in to share their detailed channel insights. In these cases, an informational message to this effect will be displayed.

What is brand partner access?

Linking a video made by a YouTube creator to your Google Ads account allows you to view video performance insights, such as organic view count and show ads to people who have watched the video. Also, by accepting the video link request, the creator enables you to promote their video as part of your ad campaigns. Learn more about Product linking: Link YouTube channels or videos and Google Ads accounts.

How do you detect videos for my brand?

We use signals available in your Google Ads account to find content that’s relevant to your brand. Examples include, but are not limited to:

Google Ads account name
Business name used when running ad campaigns
Name of your linked YouTube channel
Ad creatives used in campaigns
Landing page URLs used in ads CTA

YouTube content that we match against includes:

Creator who is part of YouTube Partner Programme (YPP)
Languages: English, Japanese, German, Portuguese, French, Italian, Spanish, Indonesia, Hindi, Korean
Partnership signals (for example, #sponsored, #ad, video marked as having a paid product placement and more)
Other signals (for example, minimum number of views and more)

Note that videos on YouTube Creator Partnerships don’t show all the videos sponsored by your brand. They show examples of sponsored creator content for your brand.

We're continuously expanding these signals to improve the quality of our recommendations.

How can I improve video suggestions?

You can help improve the quality of video suggestions by doing the following:

Update your account name to reflect your brand.
Connect your brand’s YouTube channel to your Google Ads account. Learn how to link YouTube channels or videos and Google Ads accounts.
Connect your brand’s Merchant Center to your Google Ads account. Learn how to link a Google Ads account to Merchant Centre.
Connect with your influencer team and ensure that new sponsored content is labelled as a paid product placement.

Why don't I have any video suggestions?

The YouTube Creator Partnerships in Google Ads is in open beta and may not have finished reviewing videos for your brand yet. We’re still in development and will release more content with future updates.

Next steps

YouTube Creator Partnerships integrated tools and features that can be found in several tabs.

Explore suggested sponsored creator videos that you can link and promote as creator partnerships boost.
Learn how to navigate and use the 'Overview' tab in YouTube Creator Partnerships.

Discover YouTube creators to partner with and view creator profiles with rich insights.
Learn how to navigate and use the 'Creator search' tab in YouTube Creator Partnerships.

Track the status of your enquiries and YouTube creator responses to linking requests, and follow up on collaborations in the 'Management' tab.
Learn how to navigate and use the 'Management' tab in YouTube Creator Partnerships.

Review both organic and paid performance metrics for all your linked creator videos and get a comprehensive view of their impact.
Learn how to navigate and use the 'Analytics' tab in YouTube Creator Partnerships.

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