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'll learn how to create and edit a video ad sequence campaign. Learn more about video ad sequencing

Before you start

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 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. 
  • By default, the frequency cap for video ad sequences is one sequence per person in a 30 day period. You can change the frequency cap to show one sequence per person in a 7 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

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 an eligible campaign goal: Product and brand consideration or Brand awareness and reach. 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 Video as the campaign type.
  6. Select Ad sequence as the campaign subtype.
  7. Click Continue.
  8. Enter a campaign name. 
  9. Choose a bidding strategy:
    • 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. Set your budget and end date for the campaign.
  11. Choose the locations you want to target, the target language of your customers and your content exclusions.
  12. Choose the demographics and audiences you want to target.
  13. (Optional) Click Additional settings to select the following options:
    • Selective optimisation: Choose which conversions are included in the "Conversions" column and used for Smart Bidding.
    • Devices: Choose whether to show your ads on all devices or set specific targeting for different devices.
    • Frequency capping: Choose Once per 30 days or Once per 7 days.
    • Ad schedule: Set an ad schedule to limit when your ads can run.
  14. Click New step to create the first step in your sequence campaign.
  15. Enter an ad group name and YouTube video URL for the first step in the sequence campaign, then create your video ad.
  16. Set a bid for the first step in the sequence.
  17. Click Add to sequence to add the step to your sequence campaign. 
  18. Click New step to create the next step in your sequence.
  19. Select what interaction with the previous step would lead the viewer to this step. You can choose:
    • Impression: The ad was shown to the viewer.
    • View (only available for skippable in-stream ads): The viewer engaged with or watched at least 30 seconds of the ad (or the entire ad, if it was less than 30 seconds).
    • Skip (only available for skippable in-stream ads): The viewer skipped the ad.
  20. Enter an ad group name and YouTube video URL for the next step in the sequence, then create your video ad. 
  21. Set a bid for the next step in the sequence.
  22. Click Add to sequence to add the step to your sequence campaign.
  23. Continue to add steps to the sequence until you've completed all sequence steps in the campaign.
  24. 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, 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 edit the existing steps in your video ad sequence.
  4. After you've finished editing your video ad sequence, click Save sequence. You will see a pop up that says, "Change step order of the sequence?"
  5. 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 that 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.

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 probably 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'll 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 doesn't 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 probably won't progress in this sequence." Click Edit step to fix the issue.

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