Quick Guide to Google Ads Campaigns: Video Ads

Two marketers working on google ads campaign that is video focussed for a Toronto client.

Everything You Need to Know About Google Video Ads

From TikTiok to Instagram Reels, YouTube, and Facebook videos, video is dominating social media feeds and taking over the internet. In fact, video has become the most consumed form of content on the internet, with millions of hours viewed every day. The massive popularity of video should therefore be reflected in your brand’s digital marketing strategy. One way you can leverage the power of video is through Google Video Ads.

In this article, we will provide a brief overview of Google Ads, specifically video ads and the different formats available, along with the benefits and the steps required for getting them set up. 

What Are Google Video Ads?

Google video ads are exactly what the name suggests – video ads that appear on YouTube and other websites and apps that are part of Google’s partner network.

Video Ad campaigns function similarly to other types of Google Ads campaigns but have some key differences depending on your chosen ad format. 

There are several different video ad formats for marketers to explore, which we will explore later in this article.

What Are the Benefits of Google Video Ads?

Video is an incredibly powerful tool that all brands should be exploring when it comes to marketing. Here are a few quick facts about video content that demonstrate just how powerful of a tool it is:

When it comes to Google Video Ads, the benefits are also numerous. Here are just a few ways your brand can benefit from utilizing video ads:

  • Generate more sales
  • Increase website traffic
  • Reach the best possible audience with powerful targeting tools
  • Measure your success and make adjustments as needed

The Different Types of Google Video Ads

Google Ads offers six different video ad formats that can be shown across YouTube along with all of Google’s partner sites.

Below, we will explain what each ad format is, along with the benefits specific to that ad format.

Skippable In-Stream Ads

An iphone with the Youtube video logo on the screen.

Skippable In-Stream ads are designed specifically for YouTube. They play before, during, or after YouTube videos and give viewers the option to “skip” past the video ad after it has played for five seconds.

This ad format should be used when you have the following campaign goals:

  • Sales
  • Leads
  • Website traffic
  • Brand awareness and reach
  • Product and brand consideration

With Skippable In-Stream ads, there are four bidding options to consider:

  • CPV Bidding: With this option, you must pay anytime a viewer interacts with your video, watches 30 seconds of your video, or watches the entire video if it’s less than 30 seconds.
  • Target CPM, Target CPA, and Maximize Conversions Bidding: With these three options, you pay based on impressions.

Non-Skippable In-Stream Ads

Non-Skippable In-Stream ads are the same as Skippable In-Stream ads, except the viewer cannot skip past the ad and must watch the entire video.

These ads must be 15 seconds or less in duration and will be played before, during, or after a video. They can be used if your campaign goals are Brand Awareness and Reach.

With Non-Skippable ads, the only bidding option is Target CPM bidding. This means you must pay based on impressions.

In-Feed Video Ads

In-feed video ads appear on the YouTube watch page, channel homepage, or search results alongside related YouTube videos and consist of a thumbnail image from your video along with the text.

You will only have to pay for In-Feed Video Ads when viewers actually watch your ad by clicking the thumbnail.

These ads are used with the Product and Brand Consideration Campaign Goals.

Bumper Ads

Bumper ads are short videos that last six seconds or less and play before, during, or after a video on YouTube or Google partner websites and apps, without the option of skipping past it. This ad format is great for reaching a broad audience and capturing their attention quickly.

Bumper ads require you to pay based on impressions and can be used with brand awareness and reach campaign goals.

Outstream Ads

Outstream ads are videos that play without sound and require the viewer to unmute in order to hear the video. They can be banners, interstitials, in-feed, and native and appear in both portrait and fullscreen modes.

It’s important to note that these ads only appear on mobile websites and apps running on Google video partners. They are not available on YouTube.

As for cost, you will only be charged based on viewable cost-per-thousand impressions (vCPM). What this means is that you only have to pay when someone watches two seconds or more of your video.

This ad format is a great way to cost-effectively expand your reach on mobile.

Masthead Ads

Masthead ads appear in the YouTube Home feed across all types of devices. This includes mobile, desktop, and TV.

Launching these ads is a great way to promote a new product or service, as they have the ability to reach an incredibly large audience in a short period of time.

It’s important to note that Masthead ads cannot be set up using your Google Ads account and are only available by making a reservation with a Google sales representative. For this reason, you will only get charged based on cost-per-thousand impressions. 

Optimize Video Ad Performance and Maximize ROI With Consultus Digital

New to Google Video Ads and aren’t sure where to begin? Contact Consultus Digital today. Our team of Google Ads experts will help create your video ads, decide which format will work best, set up your campaigns, optimize your ads for success, and monitor their performance. Just sit back and watch the leads roll in while we do all the heavy lifting.

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