Turn inspiration into action with Video

Select the goal you want to achieve

Whether you’re looking to drive awareness, consideration, conversions, or full-funnel success, YouTube is a proven place for driving business outcomes. While success is never one-size-fits-all, these best practices are backed by research and successful YouTube campaigns developed by businesses like yours. 

Choose a goal for your video campaign

Goal: Build brand awareness and reach
Capture the attention of potential customers and keep your business top of mind with existing ones. Pair ad formats such as TrueView for reach (i.e. skippable in-stream) and Bumper ads with cost-per-thousand (CPM) bidding to help you reach as much of your audience as possible at an efficient price.

Goal: Grow consideration and interest
Influence potential customers to consider your product or service, especially in moments when they’re actively making purchase decisions. Use cost-per-view (CPV) bidding with TrueView in-stream ads, TrueView for shopping, or TrueView discovery formats to drive views and engagements from the core audience considering your business.

Goal: Drive action
Reach potential customers in decision-making moments, and make it easier for them to take meaningful actions with your business. Pair target CPA bidding with TrueView for action to optimize your video ads to drive any online action that’s important to your business. For example, you can get interested customers to “buy now,” “get a quote,” or “learn more” with a clickable button that leads to your site.

Learn more about how to drive impact across the customer journey with YouTube.

Understand video ad formats and contexts

In Google Ads, you can create compelling video campaigns with a range of video ad formats to engage customers in different ways on YouTube and across partner sites.

TrueView in-stream ads are skippable video ads that play before, during, or after a video on either YouTube or partner sites. People can choose to skip the ad after the first five seconds, so you want to catch your viewer’s attention quickly. Depending on your goal, you can use TrueView in-stream ads to drive reach, views, or actions. Your goal will align with a bidding strategy such as CPM bidding to drive reach, CPV bidding to drive views or CPA bidding to drive conversions.

TrueView video discovery ads are video ads that appear on YouTube search results and watch pages for both desktop and mobile web, as well as the mobile app homepage. The ad unit consists of an image thumbnail and up to three lines of text, so be sure to pick interesting assets that give users a reason to click and watch your video.

Bumper ads are a short (6 seconds or shorter), non-skippable video ad format designed to help you reach more customers and increase awareness about your brand. You can use this short, memorable format to tease content before it’s released, amplify a message with quick reminders or echo a message through video remarketing or Video Ad Sequencing.

Non-skippable in-stream ads play before, during or after a video on YouTube or partner sites, and cannot be skipped. Non-skippable in-stream ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.

Outstream ads are mobile-only (phones and tablet devices) video ads that play on partner websites and within apps. Outstream ads designed to expand the reach of your video ads on mobile, helping you reach more customers at an efficient cost.


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

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