Turn inspiration into action with Video

Official guide to optimizing YouTube ads.

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Follow this best practices guide to drive the best possible performance for your video ads. 

1. Select the goal you want to achieve

  • Choose a goal that helps you focus on the outcomes that matter to your business.

Why: When you start with a campaign goal in Google Ads, you’ll see suggested settings and bidding strategies aimed at helping you obtain that goal.

Get started: Learn about goals in Google Ads.

  • Decide on the video ad formats you’ll use.  

Why: You can create compelling video campaigns with a range of video ad formats, such as TrueView video ads and 6-second bumper ads, to engage customers in different ways.

Get started: Learn about video ad formats.

Read more about how to choose the right objective for your video campaigns.

2. Reach your most qualified audiences with YouTube

  • Use intent signals to connect with high value customers more efficiently.

Why: Intent signals help you drive better results by reaching consumers who are interested in a certain message at the right moment.

Get started: Learn about audience targeting.

Read more about how to reach your most qualified audiences.

3. Follow a framework for effective video creative

  • Attract: Draw attention from the beginning.

Why: Regardless of ad format, people have the choice to watch your video or move on. It’s important to capture their attention from the start.

  • Brand: Integrate your brand naturally and meaningfully.

Why: Placing your product or business in the first 5 seconds, as well as combining it with sound, can increase ad recall and viewership.

  • Connect: Connect with the viewer through emotion and storytelling.

Why: Creating an emotional connection with your audience, such as using humor and suspense, is associated with higher brand awareness and viewership.

  • Direct: Clearly state what you want the viewer to do.

Why: It’s easier for viewers to perform a specific action once they’ve seen your ad.

Get started: Use these proven approaches to help your ads deliver on your marketing goals.

Read more about how to create effective video ad creatives.

4. Track and optimize YouTube ads

  • If your goal is to drive brand awareness or consideration, talk to your Google salesperson about Brand Lift.

Why: You can understand how viewers’ perceptions of your business are affected by your video ad in near real-time, to improve your campaign’s effectiveness.

  • If your goal is to drive online conversions like purchases, leads or sign-ups, use conversion tracking.

Why: Once you understand how viewers are engaging with your ads online, optimize to drive a higher volume of website conversions. 

Why: Seeing how your video ads influence viewers’ offline actions helps you make more informed decisions about your campaigns. 

Why: Some marketers prefer to rely on third-party measurement solutions to understand how their video ads influenced viewers’ offline purchase behavior. 

Read more about video ad metrics & reporting.


Learn more about using video ads to drive impact based on your marketing objectives.

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