About interactive video ads
So, you're running TrueView video ads to reach your ideal audience and increase awareness. Now, you want to take your video ads to the next level by driving more engagement with your audience.
Adding interactive elements can create opportunities for viewers to engage with your brand on a deeper level, beyond watching and enjoying your video ad. Making your video ads interactive can also help you to tailor your ads to better achieve specific advertising goals, such as driving app installs, product purchases or visits to your website.
Here are some ways in which to make your video ads interactive:
|Goal||Interactive feature||Where to create it|
|Increase engagement with your video ad or brand||
|Drive visits to your website||
|AdWords or YouTube|
|Encourage viewers to buy your products||
|AdWords – TrueView for shopping campaign|
|Drive visits to your website and increase conversions||Auto end screens
TrueView for mobile app installs campaign
TrueView video ads are billed on a cost-per-view (CPV) basis, which means you pay when a viewer watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or engages in other video interactions, such as clicks on call-to-action overlays (CTAs), card teasers or icons, or companion banners.
Here’s more information about each interactive feature:Cards
Cards are created in YouTube and shown on a per-video basis, on both desktops and mobile devices. You can provide a Final URL from a list of eligible sites and, depending on the card type, customise an image, title and call-to-action text.
A teaser is shown at the designated time for a few seconds, and viewers who click it can then access the card directly. At any other point in the video, viewers will see an icon appear when they hover over the player on desktops or whenever the player controls show on mobile devices. Viewers can also click the icon to browse all of the cards present on the video.
Find out how to set up cards for your videos in YouTube.
If you have a YouTube channel linked to your AdWords account, then you can create CTA overlays for video plays across YouTube (whether the video play is triggered by a video ad or not). The overlay will appear as soon as the video begins to play and can be closed by the viewer. When viewers click the overlay, they'll be redirected to your external site as specified in the overlay's Final URL.
Currently, CTAs remain on the video for as long as the video owner chooses, even if the video is no longer being promoted.
Create a CTA overlay in AdWords
Only one overlay may appear per video at a time. If you change the overlay, then the original overlay information will be replaced. To create or edit a CTA overlay in AdWords for an existing video campaign, follow these steps:
- Sign in to your AdWords account.
- Click the Campaigns tab, and then select the video campaign that you want to edit.
- Go to the Videos tab. Click the drop-down menu next to the video that you want to edit and select Edit Call to Action.
- Enter the required information and click Save.
Note: If you can't see the drop-down menu, then you may need to link your YouTube channel with your AdWords account. Click next to your account name at the top of the page, click Linked accounts, and select YouTube. Find out more about linking your accounts.
TrueView for shopping campaigns uses shopping cards to make video ads interactive by linking viewers directly to products that they’ve already viewed or to products related to the video that they’re watching. They are created in AdWords and run on in-stream TrueView ads only. The product images and details are generated by information from a linked Google Merchant Centre account.
A teaser with the name of a product will show for a few seconds, and viewers who click it can see the shopping card. At any other point in the video, viewers can click an icon to browse the shopping cards. Up to six shopping cards can appear on your video ad, depending on the number of products eligible from your feed.
- Note: When shopping cards are added to a video ad, they'll replace any other cards or call-to-action overlays created for that video in YouTube.
How shopping cards work
Shopping cards use your Merchant Centre product data and can be personalised using either remarketing information or other audience signals. Additionally, you can tailor the products that can be shown on shopping cards by using the product filter.
If you're familiar with dynamic remarketing for Display ads, shopping cards use the same information to dynamically generate cards based on items that visitors previously viewed on your site. If you don’t have dynamic remarketing set up in AdWords, then you can create custom filters based on attributes from your product data, including brand, product type, AdWords label and AdWords grouping.
An auto end screen is an automatically-generated screen that appears for a few seconds at the end of your video ad to show details about your products or services. End screens can help drive ad performance and increase engagement with your audience by providing information that encourages viewers to take an action, such as installing your mobile app or buying your products.
End screens are automatically generated using information from your campaign. For example, in a mobile app installs campaign, the end screen will show certain details about your app, such as the name and price, along with a link to install the app.
Advertising policies for interactive features
All interactive features used for your TrueView video ads, such as CTA overlays, end screens and cards, must adhere to the Google AdWords Advertising Policies.