Create a video ad sequence campaign

You can create a video ad sequence to drive deeper awareness of your product or service. A video ad sequence is a campaign subtype available under the “Product and brand consideration” and “Brand awareness and reach” goals in Google Ads.

In this article, you will learn how to create and edit a video ad sequence campaign.

Before you begin

Video ad sequence campaigns have some features that differ from other Video campaign types:

  • Video ad sequence campaigns can only run on YouTube videos and require that you use videos from YouTube channels linked to your Google Ads account
  • You can't target keywords, topics, or placements, but you can exclude keywords, topics, or placements at the campaign level.
  • If someone sees a video promoted in a video ad sequence campaign in another campaign, they will progress through the sequence without being served the same video.
  • By default, the frequency cap for video ad sequences is one sequence per person in a 7 day period. You can change the frequency cap to show one sequence per person in a 30 day period. You can't edit the frequency cap after you save your campaign.
  • Traffic estimates for video ad sequence campaigns aren't available.

Instructions

Create a video ad sequence campaign

  1. Sign in to your Google Ads account.
  2. In the page menu on the left, click Campaigns.
  3. Click the plus button , then select New campaign
  4. Select the Product and brand consideration or Brand awareness and reach goal.
    • If you don't have a goal in mind for the campaign, you can also choose Create a campaign without a goal's guidance.
  5. Select the Video campaign type
  6. Select the Ad sequence campaign subtype.
  7. Click Continue.
  8. Enter a campaign name.
  9. In the “Bidding strategy” section, choose a bidding strategy. The bidding strategy you choose determines the ad formats that are available to you in the ad:
    • Target CPM: Set the average amount you're willing to pay for every thousand times your ad is shown. If you want to use a mix of skippable in-stream ads, non-skippable in-stream ads, and bumper ads, choose this bidding strategy.
    • Maximum CPV: Set the most you're willing to pay each time your ad is viewed. If you only want to use skippable in-stream ads, choose this bidding strategy.
  10. In the “Budget and dates” section, set your budget type and the start and end date for the campaign.
    • For the budget type, select Daily (the average amount you’d like to spend each day) or Campaign total (the total budget you’d like to spend for the duration of the campaign) and enter the amount you’d like to spend.
  11. Select the language preferences for your ads.
  12. Select the geographic locations where your ads will appear.
  13. Choose your content exclusion settings, which lets you opt out of showing your video ad sequence campaigns alongside content that may not be appropriate for your brand or product.
  14. (Optional) Click Additional settings to update your conversion settings, target specific devices, set a frequency cap, and set a schedule for the ad.
  15. Click New step to create the first step in your sequence campaign.
  16. Enter an ad group name and YouTube video URL for the first step in the sequence campaign.
  17. Choose an ad format, then fill in details like the display URL and the ad name.
  18. Set a bid for the first step in the sequence.
  19. Click Add to sequence to add the step to your sequence campaign.
  20. Click New step to create the next step in your sequence.
  21. Choose the interaction type that leads to the next step. The interaction type that you choose is based on the bidding strategy in your campaign:
    • Impression: The ad was shown to the viewer.
    • View: The viewer engaged with or watched at least 30 seconds of the ad (or the entire ad, if it was less than 30 seconds). Only available for campaigns using Target CPM as the bidding strategy and skippable in-stream ads as the ad format.
    • Skip:The viewer skipped the ad. Only available for campaigns using Target CPM as the bidding strategy and skippable in-stream ads as the ad format.
  22. Enter an ad group name and YouTube video URL for the next step in the sequence, then create your Video ad.
  23. Set a bid for the next step in the sequence.
  24. Click Add to sequence to add the step to your sequence campaign.
  25. Continue to add steps to the sequence until you've completed all sequence steps in the campaign.
  26. Click Create campaign.

Edit your video ad sequence campaign

  1. Sign in to your Google Ads account.
  2. From the page menu on the left, click Ad groups or Ads & extensions, and then click the pencil icon .
    • You can also edit your video ad sequence by clicking Campaigns in the page menu on the left, and then clicking Settings. Under "Additional settings," click Sequence steps and then Edit sequence steps.
  3. On the "Edit your video sequence" page, click New step to add a new step to the sequence or to edit the existing steps in your video ad sequence.
  4. After you're done editing your video ad sequence, click Save sequence.
  5. To confirm the change, click Yes, change order.

View reporting for your video ad sequence campaign

  1. Sign in to your Google Ads account.
  2. From the page menu on the left, click Campaigns.
  3. Choose the video ad sequence campaign you want to view. You'll be taken to the "Ad groups" tab for that campaign. From this view, you can see the performance of each step in your campaign. Each step is represented by an ad group, where you can see metrics such as impressions or views.
  4. Use the "Sequence path" column to locate where the step is in the sequence.
    • When you hover over the "Sequence path" for a step, you can see the path of steps and the interactions required to get to the step.

Fix issues with video ad sequence campaigns

Expand all

Change a video within an active sequence

If you change a video within a sequence that has started running, the following issues will occur:

  • Some users will become ineligible to see your sequence and others will repeat the sequence to follow the new sequence order.
  • Lift measurement for your campaign will be interrupted, which may cause inaccuracies in various Lift measurement metrics.
  • Reporting may be impacted and may be inaccurate due to people repeating the sequence, missing steps, or other issues.

The next step in the sequence has more impressions than the previous step

A video ad sequence looks at the videos in the campaign and reports on the impressions from the video. For example, if a video in the ad sequence is also used in other campaigns on Google Ads, and a viewer is exposed to that video, the viewer will be eligible for later steps in the sequence. This makes it possible that later steps in the sequence will have more impressions than earlier steps.

An ad is missing from a sequence step

If an ad is removed from one of your sequence steps—either from the campaign itself or by unlinking the YouTube channel from the ad—people likely won't progress in your sequence. However, if a person sees the video that was removed as part of any other campaign, and matches your sequence's targeting, they can see the next step in the sequence.

You can't create a sequence step

You can't create a sequence step until you've linked a YouTube channel. If you've already begun creating a sequence campaign without a linked YouTube channel, save your campaign and go to "Linked accounts" to link a YouTube channel. After linking, you can add steps to your campaign.

You want to make changes in bulk

You will be unable to use bulk edits to copy and paste or delete an ad group for video ad sequences. If you try to copy and paste the ad group, this will result in a new ad group that does not contain any ads. Bulk removal of an ad group will also result in a step without a Video ad. In both cases, when you go to the "Edit your video sequence" page you will see an alert that says "Step is missing an ad. Users won't likely progress in this sequence." Click Edit step to fix the issue.

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