Turn inspiration into action with Video

Official guide to optimizing YouTube ads.


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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