Create a video campaign

Video ads are an exciting way to reach and engage your audience on YouTube and across the web. You can create and manage your campaigns in Google Ads, using the “Video” campaign type.

This article explains the steps you’ll need to follow to set up a TrueView video campaign and ad group.

Before you begin

Here are some things to keep in mind before you create video campaigns and ads:

  • Ads and ad groups are created with the "Video" campaign type. Depending on the goal selected for your campaign, specific video ad formats and bidding strategies are available.
  • Video campaigns cannot include text, images, or other video ad formats, such as bumper ads.
  • To create a video ad, your videos must be hosted on YouTube.
  • Reports for video campaigns and ad groups include metrics specific to video ads, including views, view rate, and earned actions, that aren't available in all Google Ads campaign management tools.
  • Ad groups will each be assigned a format (either in-stream or video discovery for video campaigns), and can contain only ads of that same format. For example, an in-stream ad group can contain only in-stream video ads and their associated targeting criteria and bids. Likewise, a video discovery ad group can contain only video discovery ads and their associated targeting criteria and bids.
  • If you want to run both in-stream and video discovery formats in the same video campaign, you will need to create multiple ad groups.

To create a video campaign with only one ad format, follow the first set of instructions below. To create a campaign with several ad formats, continue to the second set of instructions below to create an additional ad group.

To place ads on partner sites and apps on the Display Network, use TrueView in-stream ads or outstream ads.

Note: 

  • Each ad group can contain only one video ad format, either in-stream, video discovery, non-skippable in-stream, bumper, or outstream. To create non-skippable, bumper or outstream video ads, you’ll need to create a separate campaign. 
  • You can't use a portfolio bid strategy with a video campaign.
If the information in this article doesn’t reflect what you’re seeing in your account, you may have a different set of goals. Learn more about goals in the new Google Ads experience

The new Google Ads experience is now the exclusive way for most users to manage their accounts. If you’re still using the previous AdWords experience, choose “previous” below. Learn more

How to create a video campaign

  1. Sign in to your Google Ads account.
  2. In the page menu, click Campaigns.
  3. Click the plus button , then select New campaign.
  4. Select from one of the following campaign goals: Leads, Website traffic, Product and brand consideration, Brand awareness and reach.
    1. If this step doesn’t reflect what you’re seeing in your account, select a campaign type first then select a goal. Learn more about goals in the new Google Ads experience
  5. Select the Video campaign type.
  6. Enter a campaign name, select your budget, locations, and choose the networks you want the video campaign to run on.
  7. Choose the locations where you want to target (or exclude) your campaign.
  8. Choose the language of your customers.
  9. (Optional) Choose the devices you want to show your ads on. You can target particular operating systems, device models, and carriers. By default, your ads will show on all eligible devices.
  10. (Optional) Edit your campaign’s advanced settings.
  11. Enter an ad group name.
  12. Set a bid amount.
  13. Edit the targeting methods you want to use for your ads. By default, your ads will show to all viewers.
  14. Next to “Your YouTube video,” choose a YouTube video.
  15. Next to “Video ad format” choose an ad format. Enter the required information.
  16. Click Save and continue.

How to create an ad group

  1. Sign in to your Google Ads account.
  2. In the navigation panel, select Video campaigns.
  3. Select the campaign you’d like to edit.
  4. In the page menu, click Ad groups.
  5. Click the plus button to create a new ad group.
  6. Enter an ad group name.
  7. Set a bid amount.
  8. Edit the targeting methods you want to use for your ads. By default, your ads will show to all viewers.
  9. Next to “Your YouTube video,” choose a YouTube video.
  10. Next to “Video ad format” choose an ad format. 
    Note: An ad group can contain only one ad format.
  11. Enter the required information to create your ad.
    Note: You can always save your ad group without creating an ad.
  12. Click Save ad group.

Using goals in video campaigns

Choosing a goal is a simple way to help you set up a successful video campaign.

When setting up your campaign, you can select from these goals:

  • Leads
  • Website traffic
  • Brand awareness and reach
  • Product and brand consideration

You can also select Create your campaign without a goal if you don’t have a goal in mind.

Learn more about the formats and networks available for each goal

About campaign subtypes

Leads & Website traffic

The "Drive conversions" subtype helps  drive clicks and relevant conversions on your website.

Brand awareness and reach

The "Skippable in-stream" subtype helps reach viewers on YouTube and across the web with skippable in-stream ads optimized for efficient impressions.

The "Non-Skippable in-stream" subtype helps you reach customer with your entire message with non-skippable in-stream ads.

The “Bumper” subtype helps reach viewers on YouTube and across the web with bumper ads optimized for efficient impressions.

The "Outstream" subtype helps you to get more people interested in your brand with video ads designed to reach people on their phones and tablets.

Product and brand consideration

The "Standard consideration" subtype connects users with your brand through video ads designed to drive interactions and engagements.

The "Shopping" subtype allows you to promote relevant products alongside your video ads to encourage viewers to learn about your products and shop on your website (a Google Merchant Center account is required).

Video campaign goals and subtypes

Goal

Subtype

Networks

Ad formats

Leads Drive conversions YouTube videos In-stream
Website traffic Drive conversions YouTube videos In-stream

Product and brand consideration

Standard consideration

YouTube search,

YouTube videos, Google Display Network

In-stream,

Video discovery

Shopping

(requires a Google Merchant Center account)

YouTube videos

In-stream

Brand awareness and reach

Skippable in-stream

YouTube videos, Google Display Network

In-stream

Non-skippable in-stream YouTube videos, Google Display Network Non-skippable in-stream
Bumper YouTube videos, Google Display Network Bumper
Outstream Google Display Network

Outstream

No goal

None

YouTube search,

YouTube videos, Google Display Network

In-stream,

Video discovery,

Bumper (if CPM bidding strategy is chosen) 

 

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