People are engaging with YouTube in new ways, from exploring shorts
on their mobile devices, to browsing for content on their TV screens.
This evolving landscape presents you with even more
opportunities to connect with your target audience on the platform.
Video Reach Campaigns (VRC) for Efficient Reach
allows you to reach the maximum number of unique viewers for your budget
and set of targeting criteria across all of the ways they engage with YouTube.
Multi-format ads use AI to intelligently serve your video creatives
across in-stream, in-feed video and Shorts ad formats.
In testing, campaigns opted into all three ad format types delivered an average
of 54% more reach at 42% lower
CPM than in-stream only video Reach Campaigns.
To get started, log into your Google Ads account
and on the Overview page, click “New campaign”.
Select the “Awareness and consideration” objective.
Select the “Video” campaign type.
Select “Video reach” as your campaign subtype.
Select “Efficient Reach” as the way you'd like to reach your goal
and click “Continue”.
Start by giving your campaign a name.
Next, within the “Multi-format” ad section,
you can select the ad formats you want your campaign to serve.
We recommend using all three ad format types as they will help
you maximize the unique reach you can get for your campaign.
Next, you'll enter details
about your campaign, such as budget and flight dates.
These settings apply to all ad groups in your campaign.
Then, move on to ad group creation where you'll define
the people you want to reach and where you want your ads to show.
Start by entering a name for your ad group.
Choose the demographic and audience segments that you want your ads
in your ad group to reach.
If you have specific keywords, topics, or placements
where you want your ads to show, you can input those as well.
Note that content targeting can narrow your reach.
Now, onto the fun part.
Uploading your video creatives and creating your ads.
To create an ad start by entering
the YouTube URL that corresponds to your video asset.
You only need one video to get started, but
we recommend uploading at least three video assets.
A 6 second horizontal 16 by 9 video, to take advantage of bumper ads,
a 15 second horizontal 16 by 9 video,
and a 6 to 15 second vertical 9 by 16 asset to take advantage of Shorts.
Next, provide the final URL, which is the landing page
people will visit when they click on the display you are shown on your ad.
When using multi-format ads, you'll need to enter a headline
that promotes your brand, product
or service, and a description that explains more about it.
These fields are used within feeds and on Shorts,
but are required regardless of the format selected.
You can opt to use a call-to-action or an ad tracking template,
or you can upload a 300 by 60 companion banner.
Now enter a name for your ad.
You can create another ad in the same campaign by clicking “New video ad” in ad creation.
As a final step,
set your target CPM bid amount.
The system will automatically recommend a bid for you
based on your campaign settings and targeting criteria.
Keep in mind that if your bid is too low, your campaign may not perform
well in the Google Ads auction and you may not spend your full budget.
Once you've entered your budget, campaign end date,
video ad or ads, and bid,
the system will also estimate impressions, reach and eCPM.
You can further
adjust your targeting, budget and bid to achieve your desired result if need be.
When you finish, click “Create campaign”.
It's that easy!
Now that you’ve successfully launched your Video Reach Campaign,
you can see performance by ad format as well as where your ad served across YouTube.
To see performance segmented by ad format,
click “Segment” on the top right hand side of the reporting table.
If you have any questions or for more information,
please visit the Google Ads Help Center.