Video & YouTube Advertising – Detailed Guide
What is Video Advertising in Google Ads?
Video ads run on YouTube and the Google Display Network. You can show ads before,
during, or after videos, as well as in YouTube search results and YouTube home feeds. These
ads help build awareness, consideration, and sometimes direct response (sales).
Key Campaign Types
🎬 Video Reach Campaigns
→ Focus on maximizing reach at a low cost. Good for building awareness. Example: 6-
second bumper ads shown before a YouTube video.
🎯 Video View Campaigns
→ Designed to maximize views or engagement. Good for product interest and storytelling.
Example: Skippable in-stream ad promoting a new boot collection.
🧠 Brand Lift Studies (Optional)
→ Used to measure awareness, recall, and consideration if you’re running a large video
campaign. Helps prove impact beyond clicks.
Best Use Cases
👟 Launching a new collection or seasonal offer
→ Showcase lifestyle videos of people wearing your products in the right season (e.g.,
winter boots on snow paths).
📣 Building brand recognition in new markets
→ Use videos to introduce your brand in Spain if you're expanding there.
🧲 Re-engaging past visitors with tailored messages
→ Serve product videos to people who viewed specific products but didn’t buy.
🚀 Pushing high-margin hero products
→ Use video to spotlight premium products with high visual appeal and high margins.
Creative Tips
Hook users in the first 5 seconds
→ The skip button appears quickly — make the opening strong with visuals or questions.
💬 Use subtitles and branding early
→ Many users watch without sound — ensure your message is clear visually.
📏 Use the right formats (16:9, vertical, square)
→ Make sure your videos look good on all devices, especially mobile.
🎥 Keep videos short and focused (6s, 15s, or 30s)
→ Attention spans are short — deliver one clear message per video.
Performance Measurement
Impressions & Views
→ Track how many people saw or watched your video (important for reach and
awareness).
🔁 View-through Conversions
→ Measure if someone saw your video but converted later without clicking — very
common for YouTube.
💡 Engagement & Watch Time
→ How long did users stay? Did they skip? Useful to understand creative performance.
🛒 Conversions (if applicable)
→ With the right setup (e.g., target CPA or conversion value), you can also drive sales from
video ads.
