Whether you’re looking to generate leads, website traffic, or online purchases,
YouTube can drive results across the entire customer journey.
This is done with: One,
Video action campaigns,
a clickable video format that automatically scales across YouTube and its partners.
Two, high intent audience types
that help you reach the right people at the right time.
And three, conversion measurement that helps you understand the full value of your campaign.
In this video you’ll learn how to set up your Video action campaigns for success.
Video action campaigns encourage engaged customers to take action by learning more about your product,
asking for a quote, or even adding a product to their cart,
thanks to a clickable and customizable call-to-action button
that leads directly to your website.
You might remember TrueView for action from before.
Video action campaigns is the next generation product,
scaling and evolving the best features of TrueView for action.
Video action campaigns
allow your ads to scale to top converting places across YouTube and its partners.
This added inventory allows you to reach more audiences than before.
Video action campaigns also incorporate Google machine learning
to serve your ads to customers who are most likely to convert,
by optimizing and automating the process.
Video action campaigns require Google Ads conversion tracking
in order to measure all relevant conversions coming from your campaign.
For more guidance on measuring Video action campaigns,
watch our Measurement Google Ads Tutorial.
Let’s get started
In the Campaigns tab, click the plus button and start a new campaign.
As a first step select your campaign goal.
Select the Sales, Leads, or Website traffic goal.
Choose Video as your campaign type
and click Continue.
Enter a name for your campaign.
Now set your bidding strategy.
Video action campaigns work only with Target CPA or Maximize conversions.
Choose target CPA If you already know your desired CPA.
If your primary goal is to drive as many conversions as possible,
start with Maximize conversions bidding.
To set your target CPA, use the recommendations supplied by Google Ads.
Now set your daily budget.
If you’re using target CPA,
It’s recommended that your daily budget is 20 times your target CPA.
If you’re using Maximize conversions as your bidding strategy,
it’s recommended that your daily budget is 10 times your expected CPA.
These budget settings allow enough conversions for Smart Bidding to adjust and learn.
You can set the start and end dates of your campaign if needed.
Keep scrolling down.
Don’t forget to set your targeted languages and location.
Add sitelink extensions to your campaign, to make your ads more actionable.
You can select existing sitelinks or add new ones.
Scroll down to select an ad group type.
To use the new features and inventory of Video action campaigns,
choose the Responsive ad group type.
Now enter a name for your ad group.
When thinking about your audience strategy,
start your first campaign with high intent audiences like Remarketing,
Custom audiences, and Customer match.
These audiences tend to have lower CPAs.
To reach more potential customers, ensure you're opted into Audience expansion.
For more guidance on audience strategy, refer to our Google Ads Tutorial on Audiences.
Scroll down to create your video ad,
enter your video URL.
Enter the final URL.
Enter a 10-character call to action.
This should be compelling and direct people to the website specified in the final URL.
Enter your 15-character headline.
This will appear as the primary line of text that promotes your product or service.
In Video action campaigns you can also enter a long headline and description
that will show in some of the campaign’s various formats and places.
Use the preview on the right hand side
to see what your ad looks like across different formats,
places and devices.
Click ‘Create campaign’.
It’s important to create at least 5 variants of your video ad,
to allow the system to experiment and show the better performing variants more often.
These 5 variants could be different creative assets
or even the same creative with different call-to-actions or headlines.
After your campaign starts running,
it’s important to wait 7 to 14 days to allow Smart Bidding to adjust,
before making any changes.
For more step-by-step videos on Google Ads implementation and optimization,
check out Google Ads Tutorials.
If you have any questions, or for more information please visit Google Ads Help.