Guidelines to Create Google Ads Video Ad to Promote YouTube Videos

by Nik Soni | Mar 7, 2022

Guidelines to Create Google Ads Video Ad

This is the fifth post in a series on Google Ads. 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 Ads.

Creating a Google Ads Video Ad

Google Ads 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 the same as the way you create a text ad. Go to the campaign tab and select the new campaign.

First, select a Goal for your campaign from the following:

Select a Campaign Objective

Product and brand consideration, brand awareness, and reach are the best objectives to select.

After that, you will see the following campaign type. Select video.

Video Campaign categories

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

In Google Ads, 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.

Video ad formats include:

Video Ad Formats

⇒ Skippable in-stream ads

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

Skippable 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, Campaigns created without a goal.

⇒ Non-Skippable in-stream ads

The importance of non-skippable video ads is that the viewers do not have a skip option on your video. You can promote your video content across YouTube and other Google video partners to view your entire message. For goals select brand awareness and reach.

⇒ In-Feed Video Ads

Use this format to reach people in moments of discovery, when they are searching on YouTube or browsing videos and next to related videos on YouTube and across the web and mobile homepage. For goals select product and brand consideration.

⇒ Bumper ads

Bumper ads are a short video ad format that lets 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 the campaign subtype select Outstream.

⇒ Masthead ads

To drive brand awareness in a short time across a massive audience for your new product or service, you can use masthead ads. This format autoplay up to 30 seconds of video without sound on desktop, with the full duration on mobile devices, on YouTube home feed.

Masthead ads are only available on a reservation basis through a Google sales representative.

YouTube advertising formats

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

YouTube advertising formats

YouTube advertising formats

YouTube advertising formats

Image source: Google

Now you have the knowledge about video ad format, start creating ads.

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

Video Ad campaign subtype

Then click continue and add your Campaign name.

Campaign name

In the Bid strategy tab, you can select your bid strategy as your goal.

Maximum CPV, Target CPM, Viewable CPM, Target CPA, Maximize conversions

Video Ads Bid Strategy

Now you have to select the Budget and dates.

Budget and dates

There are two types – Daily and Campaign total. Select 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 the accelerated method allows you to spend your budget more quickly.

If you select the campaign total budget type, you have to select the start and end dates of your campaign.

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

Now you need to configure the Networks tab.


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

Now comes Locations:


The next setting is Languages:


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

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

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

Content exclusions

In the Devices tab, you can select devices such as mobile, tablet, computer, and TV screens. 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. Likewise, 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.

Create your video ad group

Give your ad group a name.

Next comes the Demographics:


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:


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

Then come Keywords:


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

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

Topics _ Placements

Placements decide where you want your ads to be shown. Meanwhile, 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

Create Your 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.

Set a bid for this ad group

Set a bid for this ad group

Add the amount that you want to pay when someone views your video ad. Then simply hit “Create Campaign” and you are done.

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

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

Moreover, 1 billion hours of YouTube content are watched per day.

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

Key Advantages of Video Ad:

  • Video tells your story better than other formats.
  • 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.
  • Easy reporting and analytics.
  • Video ads do well among mobile users.
  • Video not only shows but also instructs and educates.
  • Increased time consumers spend on the webpage.
  • Video is Cost-effective.
  • Video allows real-time interaction and feedback.
  • It is easy to Share.

Video ad has more benefits and is worth time and effort. The Future of Video Ads is Bright. Besides that, 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 Ads, getting up and running with an Ads video campaign is surprisingly simple.

Download Free Guide: How Google Ads Can Grow Your Small Business (Ultimate Guide)

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