How to use Video View campaigns effectively in Google Ads

Welcome to our weekly Search Engine Land series, Everything you need to know about Google Ads in less than 3 minutes. Every Wednesday, I’m highlighting a different Google Ads feature, and what you need to know to get the best results from it – all in a quick 3-minute read.

Today, we’re discussing Video View campaigns (VVC). I’ll break down what they are, how they work, and when to use them as part of your Google Ads strategy.

I’ll cover:

• What are Video view campaigns in Google Ads?
• What is a view in Google Ads? How will your ads appear?
• Video view campaigns and Remarketing
• Audience targeting and Content targeting in Video view campaigns
• How to create effective video ads with the YouTube ABCDs
• When to use Video view campaigns

What are Video View campaigns in Google Ads?

Video video campaigns, or VVC for short, are one of the subtypes you can choose when creating a Video campaign in Google Ads.

What sets this subtype apart: you bid for views rather than reach by using the Target CPV bid strategy.

What is a view in Google Ads? How will your ads appear?

Here’s where it gets interesting: a “view” in Google Ads isn’t the same as on other platforms. Google Ads counts a view as a truly engaged action, and the definition depends on the placement:

• Skippable in-stream ads: These are the classic YouTube ads where you can hit “Skip ad” after 5 seconds. A view is counted if someone watches at least 30 seconds, or the entire ad, whichever comes first.
• Shorts ads: Given their shorter format, a view is registered when someone watches 10 seconds, or the whole ad, whichever comes first.
• In-feed ads: These are ads that appear as thumbnails. A view is counted when someone clicks to watch your ad, or if they watch it autoplay at thumbnail-size for at least 10 seconds.

Video View campaigns and Remarketing

One of the most powerful features of Video View campaigns is their ability to generate highly engaged audiences for remarketing.

When you run a Video View campaign, you’re not just throwing your video out into the void; you’re building a valuable audience of people who have shown genuine interest in your content.

Because VVCs only run on skippable inventory, you can then retarget those who’ve viewed your video ads with more specific, conversion-focused campaigns. In contrast, non-skippable ads only generate impressions, not views, so you can’t remarket to people who see your non-skippable video ads

Audience targeting and Content targeting in Video View campaigns

Video View campaigns offer every kind of targeting option available in Google Ads, which means so many opportunities to reach your ideal customers. Those targeting options include:

• Content targeting:
  • Topics
  • Keywords
  • Placements
• Audience targeting:
  • Google’s audience segments (Affinity, In-Market, Life Events, Detailed Demographics)
  • Your data segments (website remarketing, app remarketing, YouTube remarketing, Customer Match, Google engaged audiences)
  • Custom segments, combined segments, optimized targeting and more

How to create effective video ads with the YouTube ABCDs

Success with video campaigns is not just about your targeting. You need to craft effective creative that will engage and inspire your audience.

Google’s data-backed ABCD framework can help. You want to:

• Attract: Hook viewers from the get-go with compelling visuals and audio.
• Brand: Make sure your brand is front and center early on and throughout.
• Connect: Build an emotional connection with your audience through storytelling, humour or surprise.
• Direct: Include a clear call to action to guide viewers on what you want them to do next.

When to use Video View campaigns

Video View campaigns work best when used as part of a larger Google Ads strategy. Think of them as your top-of-funnel tactic – a way to cast a wide net, generate brand awareness, and build remarketing audiences.

Since you’re paying per view, you can achieve significant reach at a lower cost compared to other campaign types.

However, conversions aren’t the primary goal here. You should measure the success of your Video view campaigns by reach, view-through rate, and cost per view.