Guidelines to Create Google AdWords Video Ad to Promote YouTube Videos

create Google AdWords Video Ad to promote youtube videos

This is the fifth post in a series on Google AdWords. Previously in the series, we have covered a variety of topics related to Google AdWords Ads:

In this post, we will be focusing on how to create video ads via Google AdWords.

Creating a Google AdWords Video Ad

Google AdWords Video ad allows you to display your video ads in the YouTube search results or before, during, and after videos on YouTube and the Google Display Network.

The first step of creating a video ad is exactly same to the way you create a text ad. Go to the campaign tab and select a new campaign.

After that, you will see the following categories. Select video.

Google AdWords Video Ad

Before moving further, you need to know about video ad formats.

In AdWords, you can create compelling video campaigns with a range of video ad formats to engage customers in different ways on YouTube and across video partner sites. Available video ad formats include TrueView in-stream ads, TrueView video discovery ads, bumper ads, and Outstream ads.

TrueView video ads

TrueView video ads are a new format for reaching and targeting audiences directly on YouTube with video-based content.

The importance of TrueView ads is that you pay when a viewer watches 30 seconds of your video. You do not pay for random impressions. You are only charged when viewers watch or interact with elements of your video.

  • TrueView in-stream ads

Use this format when you want your video ad to appear before, during, or after other videos on YouTube and video partner sites on the Display Network. You can select goals such as – Leads, Website traffic, Brand awareness and reach, Product and brand consideration, Campaign created without a goal.

Google AdWords Video Ad

  • TrueView video discovery ads

It was previously known as “TrueView in-display ads.” Use this format to reach people in moments of discovery, when they are searching on YouTube or browsing videos on YouTube and across the web. For goals select Product and brand consideration.

Google AdWords Video Ad

  • Bumper ads

Bumper ads are a short video ad format that let you reach more customers and increase awareness about your brand by using a short, memorable message. Your video must be 6 seconds or shorter. For goals, select Brand awareness and reach. Then select Standard awareness – Drive reach, impressions, and views for a campaign subtype.

  • Outstream ads

Outstream ads are mobile-only (phones and tablet devices) video ads that play on partner websites and within apps. For goals select Brand awareness and reach, and then in campaign subtype select Outstream.

YouTube advertising formats

There are several types of ads, which may appear next to your videos.

Google AdWords Video Ad

Image source: Google

Now you have the knowledge about video ad format, select a Goal for your campaign from the following:

Google AdWords Video Ad

After selecting a goal, you will be asked to select campaign subtype. Select subtype as per your goal and video ad format.

Read More: How to Create the Best Google AdWords Campaign?

Then click continue and add your Campaign name.

Google AdWords Video Ad


Now you have to select Budget type.

Google AdWords Video Ad

There are two types – Daily and Campaign total. Select the budget as per requirement and enter the amount of your daily or campaign total budget.

If you select a daily budget, then you need to select a delivery method – standard or accelerated. The standard method allows you to spend your budget evenly over time and accelerated method allows you to spend your budget more quickly.

If you select campaign total budget type, you have to select the end date of your campaign.

Now you need to select Start and end dates:

Google AdWords Video Ad

By filling start and end dates your campaign will automatically stop after your date range.

Now you need to configure the Networks tab.

Google AdWords Video Ad

As you can see, by selecting a specific option, you can show your video across YouTube search results, YouTube videos and display network.

Next setting is Languages:



Select your preferred language of your customers to whom you want to show your ad.

Now comes Locations:

Google AdWords Video Ad

You can target audiences based on location. By selecting locations your ad will only show in that specific locations.

Google AdWords Video Ad

In Bid strategy tab you can select your bid strategy as your goals. Maximum Cost Per View (CPV), Maximum or Viewable Cost Per Thousand Impressions (CPM) and Target Cost Per Acquisition (CPA).

Know More: How to choose the best Bidding Strategy for New Google AdWords 2018?

Google AdWords Video Ad

Content exclusions help you filter out potentially negative or sensitive videos that could reflect poorly on your brand or message.

In Devices tab, you can select devices such as mobile, tablet and computer. You select the device on which you want to show your video ad by operating systems, device models and networks.

Next comes the Ad schedule. Select the time to which you want to show your video ad. Alternatively, if you simply want to run it only on specific days of the week, you can do that too.

Now you are ready to go to Create your ad group.

Google AdWords Video Ad

Give your ad group a name and the Bidding amount like maximum cost-per-view you want to pay. You can change your bidding amount later also.

Get More Information Read: How Google AdWords Works?

Next comes the Demographics:

Google AdWords Video Ad

Select your demographic target from Gender, Age, Parental status and Household income. Pick specific visitors as to whom you want to show your video ad.

Next, you can select Audiences:

Google AdWords Video Ad

You can select your audience by affinity groups, in-market and life events group, and remarketing group. Affinity groups allow you to get very specific in what audience you are looking for. You can also mix the groups.

Then come Keywords:

Google AdWords Video Ad

Add keyword related to your video ad. Keywords are words or phrases that are used to match your ads with the terms people are searching for.

Google AdWords Video Ad

Topics will determine what videos your ads show up on. Topics are a great way to target a more relevant audience to your product or service.

Placements decide where you want your ads to be shown. If there are certain YouTube channels or videos you would like to pre-roll your ads on, enter them here!

Here is the final step: Create Your Video Ad

Google AdWords Video Ad

For this step, you need an active YouTube account with video content on it. If you don’t have videos on your YouTube, you will have to create an account on google and upload your video.

Do not worry, if you do not have one yet. Simply hit “Save and Continue” and come back to the editor when you are ready to paste your video link!

That’s all you are now set to show your video ad. After approval from Google, your video ad goes live.

YouTube has 1.57 billion logged-in monthly users watching a ton of mobile video.

1 billion hours of YouTube content are watched per day.

There is 30+ million Total Number of Daily Active YouTube Users.

Let’s look at key advantages of video ad:

  • Video tells your story better than other formats.
  • The video is more interesting for viewers.
  • A video conveys huge amounts of information in a short time.
  • Video gives access to worldwide audiences.
  • Video marketing improves Search Ranking.
  • It is easy to Share.
  • Video ads do well among mobile users.
  • Video not only shows but also instructs and educates.
  • Easy reporting and analytics.
  • The video is Cost-effective.
  • Increased time consumers spend on the webpage.
  • Video allows for real-time interaction and feedback.

Video ad has more benefits and definitely worth time and effort. The Future of Video Ad is Bright. While the audience is large, there is less competition, as many marketers have been slow to adopt online video campaigns. This presents a great opportunity for marketers willing to invest in video content. Moreover, if you have used Google AdWords, getting up and running with an AdWords video campaign is surprisingly simple.

Download e-book: How Google AdWords can grow your small business (AdWords Guidelines 2018)


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