Create a video campaign with bumper ads

Bumper ads are a short video ad format that let you reach more customers and increase awareness about your brand by using a short, memorable message. With videos of six seconds or less, bumper ads let you reach people with bite-sized messages while providing a minimal impact on their viewing experience. You can create bumper video campaigns in Google Ads using the 'Video' campaign type.

How it works

  • Videos must be six seconds or shorter. Viewers can’t skip your ad.
  • A view of your bumper ad won’t increment the video’s YouTube view count.
  • Bumper ads use CPM (cost-per-thousand impression) bidding. You pay each time that your ad is shown 1,000 times. 
  • Bumper ads can help to increase awareness about your brand. They often work well when run alongside related TrueView ads. (Note: TrueView ads must be created in a separate campaign.) Find out more about TrueView campaigns
  • The short format can be especially effective on mobile, when people are often watching videos on the go.

Below, we’ll walk you through how to set up a bumper video campaign in Google Ads.

Before you begin

Before you set up a bumper video campaign, you should be familiar with video campaigns and video ad formats. Bear in mind that a bumper campaign can only contain bumper ads. You’ll need to create TrueView ads in a separate campaign.

Bumper campaigns require a video of six seconds or less, and the video must be hosted on YouTube.

Instructions

Here are step-by-step instructions for creating bumper video ad campaigns:

  1. Sign in to your Google ads account.
  2. Click Campaigns in the page menu, and then click the blue plus button  and select New campaign.
  3. Select the Video campaign type.
  4. For goals, select Brand awareness and reach, or create the campaign without a goal.
  5. Select the Standard awareness – Drive reach, impressions,and views campaign subtype.
  6. Enter a campaign name. 
  7. Set your budget. Choose networks, locations that you want to target, the language of your customers, and any advanced settings. 
  8. Set “Bidding strategy” to Maximum CPM.
  9. Enter an ad group name.
  10. Enter your Maximum CPM bid.
  11. Under "Create your video ad", enter the URL of your YouTube video (the video must be 6 seconds or shorter) and follow the steps to create your video ad.
  12. Under "Video ad format", select Bumper ad.
  13. Enter the video's final URL, display URL and URL options. 
  14. Choose whether you want to auto-generate the video's companion banner (recommended) or upload an image.
  15. Enter your ad name, then click Save and continue.
 
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