Create a video ad sequence campaign

You can create a video ad sequence to drive deeper awareness of your product or service. In this article, you will learn how to create and edit a video ad sequence campaign. Learn more about video ad sequencing

Before you begin

Video ad sequence campaigns have some standard features and defaults that differ from other video campaigns.

  • For video ad sequence campaigns, you can only exclude demographics at the campaign level, which can be done on the “Exclusions” page. 
  • Sequence campaigns can run on the “YouTube videos” network only and can only use videos from linked YouTube channels.
  • You can’t target with keywords, topics, or placements, but you can exclude keywords, topics, or placements at the campaign level. 
  • If the same video is used in another campaign, it will be served as part of the sequence when the targeting is also the same. 
  • Frequency capping is by default set to show 1 entire sequence per user, per 30 days. Frequency capping can’t be edited. 
  • Traffic estimates for video ad sequence campaigns aren’t available.

Instructions

Here are step-by-step instructions for creating a video ad sequence campaign:

  1. Sign in to your Google ads account.
  2. Click Campaigns in the page menu on the left, then click the plus button  plus.
  3. Select New campaign.
  4. Select the Video campaign type.
  5. Select a campaign goal: Product and brand consideration, Brand awareness and reach, or Create a campaign without a goal’s guidance.
  6. Select the Ad sequence campaign subtype.
  7. Enter a campaign name. 
  8. Set your budget. Choose the locations you want to target, the language of your customers, and any advanced settings. 
  9. Choose your bidding strategy.
    • To use a mix of skippable in-stream ads, non-skippable in-stream ads, and bumper ads, select Target CPM.
    • To use skippable in-stream ads, select Maximum CPV. 
  10. Click New step to create the first step in your sequence campaign.
  11. Enter an ad group name, then set your bid. 
  12. Under "Create your video ad," enter the URL of your YouTube video, then follow the steps to create your video ad.
  13. Click Add to sequence to add the step to your sequence campaign. 
  14. Click New step to create the next step in your sequence.
  15. Select what interaction with the previous step would lead the viewer to this step. The choices are:
    1. Impression: The ad was shown to the user.
    2. View (only available for skippable in-stream ads): The user engaged with your ad or watched at least 30 seconds of it (or the entire ad if it was less than 30 seconds).
    3. Skip (only available for skippable in-stream ads): This is for viewers who skipped the ad.
  16. Enter an ad group name, then set your bid. 
  17. Under "Create your video ad," enter the URL of your YouTube video, then follow the steps to create your video ad.
  18. Click Add to sequence to add the step to your sequence campaign.
  19. Repeat steps 14 to 18 until you have created all of the sequence steps for your campaign.
  20. Click Save and continue.

Edit your video ad sequence campaign

Use the following steps to edit the steps of your video ad sequence:

  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, you can add a new step by clicking New step or adjust the order of the existing steps in your video ad sequence.
  4. Once you are done editing your video ad sequence, click Save sequence. You will see a pop up that says “Change step order of the sequence?” Confirm by clicking Yes, change order.

View reporting for your video ad sequence campaign

You can view reporting for the overall campaign or each step in your video ad sequence.

  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. You can use the “Sequence path” column to locate where the step is in the sequence. 
    1. 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.

Troubleshooting

Changing 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

Step is missing an ad: If an ad is removed from one of your sequence steps—either from the campaign itself or due to unlinking the video ad’s YouTube channel—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. 

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. 

Bulk edits: 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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