Google Ads Video cheat sheet

Campaign subtype choice: Video reach campaigns optimize for impressions and efficient reach; Video action campaigns optimize for conversions or clicks across YouTube and partners; Demand Gen campaigns run video plus image creative across YouTube, Discover, and Gmail.

Bidding eligibility gate: Video action campaigns require conversion tracking to bid for conversions; without conversion tracking, they can only optimize for clicks or view-based goals.

Ad group structure rule: one audience theme per ad group, because targeting and bidding are set at ad group level; mixing unrelated audiences inside one ad group obscures performance signals.

Networks: YouTube Search results and YouTube videos are opt-in/opt-out separately; Display Network expansion can be excluded to keep spend on YouTube surfaces only.

Frequency capping is set at the campaign level and applies per user per day; capping is a lever for reach campaigns, not a fix for weak creative.

Ad group ad formats available differ by subtype: in-stream skippable, in-feed, Shorts, and bumper ads are the core YouTube formats; Demand Gen supports video plus image assets in one ad group.

Conversion setup: import or create conversions, set primary vs secondary actions, and confirm the campaign uses the intended primary conversion for bidding.

Start with a defined marketing objective (awareness, consideration, action) before selecting subtype, bid strategy, and measurement, because these three are coupled.

Skippable in-stream: viewer can skip after 5 seconds; you pay when a view is counted (typically 30 seconds or full ad length if shorter, or an interaction).

Non-skippable in-stream: 15 seconds or less (region-dependent lengths exist); charges are based on impressions rather than cost per view.

Bumper: 6 seconds or less, non-skippable, billed on impressions; useful as a frequency and reminder layer alongside longer assets.

In-feed video: appears in YouTube feeds and search results; the user taps to play, so the thumbnail and headline carry most of the click-through burden.

Shorts ads: vertical, full-screen, and native to the Shorts feed; creative must be shot or reframed vertically, horizontal assets letterbox and lose impact.

Creative length rule of thumb: front-load brand and value proposition in the first 5 seconds because skippable and feed formats are won or lost there.

Asset variety: supply multiple headlines, descriptions, and video lengths per ad group so the system can assemble combinations; a single asset limits delivery learning.

Companion banner (where available) appears alongside in-stream ads on desktop and can carry a call to action; it does not display on mobile in-stream.

Audience types: affinity (interest-based), in-market (purchase intent), custom intent (keywords and URLs), custom affinity (interests, URLs, apps), remarketing, customer match, and combined segments.

Custom intent segments are built from keywords and URLs a user searched or visited; they are among the strongest performers for action campaigns because intent is explicit.

Remarketing list duration is configurable (commonly up to 540 days for YouTube remarketing); list size must clear minimum thresholds before the segment can serve.

Customer Match requires hashed contact uploads and policy compliance; match rates depend on list quality and user consent status.

Placement targeting: choose channels, videos, or websites; placement exclusions are the fastest way to remove wasted spend from irrelevant content.

Topic and keyword targeting operate at the content level, not the user level; they describe what the video is about rather than who is watching.

Demographic and device targeting can be layered on audiences; note that some demographic exclusions (for example, certain age or gender combinations) are restricted by policy.

Audience expansion lets the system reach beyond your selected segments when it predicts better performance; it should be evaluated separately from the core segment's metrics.

Target CPV (cost per view) is available for view-focused campaigns; Target CPA and Maximize Conversions are the standard choices for action campaigns with conversion tracking.

Maximize Conversions spends the full budget to get the most conversions; Target CPA adds a bid ceiling and typically trades volume for efficiency stability.

Learning period: expect roughly 1-2 weeks (often cited as about 50 conversions for CPA-based strategies) before judging a Target CPA or Maximize Conversions strategy.

Budget changes above roughly 20 percent in a day can reset learning; scale in smaller increments or use budget rules to step up gradually.

Shared budgets pool spend across campaigns; use them only when campaigns share the same goal, otherwise one campaign can starve another.

Budget is set at campaign level and is a daily average, not a hard daily cap; actual daily spend can be up to twice the average on some days.

Bid strategy changes should be made one at a time and left alone through the learning window; simultaneous targeting and bid changes make results uninterpretable.

Cost-per-view formula: total cost divided by number of views; view rate formula: views divided by impressions. These two diagnose creative versus targeting problems.

Core funnel metrics: impressions, view rate (views/impressions), cost per view (cost/views), click-through rate, conversion rate, cost per conversion, and conversion value/cost (ROAS).

View definition differs by format: skippable in-stream counts a view at 30 seconds or completion, whichever is shorter, or on an interaction; bumper and non-skippable count impressions.

Brand lift surveys measure ad recall, awareness, consideration, and purchase intent via a control group; they require sufficient impression volume to reach significance.

Search lift measures the change in branded or category search volume among exposed users versus a control group.

Conversion attribution: YouTube conversions are attributed by click and by view-through within the configured window; compare windows before drawing conclusions.

A/B testing: change one variable (creative, audience, or bid strategy) per test, run to statistical significance, and record the baseline before launch.

Diagnosis order: if view rate is low, fix creative and hook; if view rate is healthy but CPA is high, fix audience and landing page or bid strategy.

Frequency and impression share metrics reveal saturation; rising frequency with falling conversion rate usually signals audience exhaustion rather than a bidding problem.

Campaign subtype choice: Video reach campaigns optimize for impressions and efficient reach; Video action campaigns optimize for conversions or clicks across YouTube and partners; Demand Gen campaigns run video plus image creative across YouTube, Discover, and Gmail.

Bidding eligibility gate: Video action campaigns require conversion tracking to bid for conversions; without conversion tracking, they can only optimize for clicks or view-based goals.

Ad group structure rule: one audience theme per ad group, because targeting and bidding are set at ad group level; mixing unrelated audiences inside one ad group obscures performance signals.

Networks: YouTube Search results and YouTube videos are opt-in/opt-out separately; Display Network expansion can be excluded to keep spend on YouTube surfaces only.

Frequency capping is set at the campaign level and applies per user per day; capping is a lever for reach campaigns, not a fix for weak creative.

Ad group ad formats available differ by subtype: in-stream skippable, in-feed, Shorts, and bumper ads are the core YouTube formats; Demand Gen supports video plus image assets in one ad group.

Conversion setup: import or create conversions, set primary vs secondary actions, and confirm the campaign uses the intended primary conversion for bidding.

Start with a defined marketing objective (awareness, consideration, action) before selecting subtype, bid strategy, and measurement, because these three are coupled.

Skippable in-stream: viewer can skip after 5 seconds; you pay when a view is counted (typically 30 seconds or full ad length if shorter, or an interaction).

Non-skippable in-stream: 15 seconds or less (region-dependent lengths exist); charges are based on impressions rather than cost per view.

Bumper: 6 seconds or less, non-skippable, billed on impressions; useful as a frequency and reminder layer alongside longer assets.

In-feed video: appears in YouTube feeds and search results; the user taps to play, so the thumbnail and headline carry most of the click-through burden.

Shorts ads: vertical, full-screen, and native to the Shorts feed; creative must be shot or reframed vertically, horizontal assets letterbox and lose impact.

Creative length rule of thumb: front-load brand and value proposition in the first 5 seconds because skippable and feed formats are won or lost there.

Asset variety: supply multiple headlines, descriptions, and video lengths per ad group so the system can assemble combinations; a single asset limits delivery learning.

Companion banner (where available) appears alongside in-stream ads on desktop and can carry a call to action; it does not display on mobile in-stream.

Audience types: affinity (interest-based), in-market (purchase intent), custom intent (keywords and URLs), custom affinity (interests, URLs, apps), remarketing, customer match, and combined segments.

Custom intent segments are built from keywords and URLs a user searched or visited; they are among the strongest performers for action campaigns because intent is explicit.

Remarketing list duration is configurable (commonly up to 540 days for YouTube remarketing); list size must clear minimum thresholds before the segment can serve.

Customer Match requires hashed contact uploads and policy compliance; match rates depend on list quality and user consent status.

Placement targeting: choose channels, videos, or websites; placement exclusions are the fastest way to remove wasted spend from irrelevant content.

Topic and keyword targeting operate at the content level, not the user level; they describe what the video is about rather than who is watching.

Demographic and device targeting can be layered on audiences; note that some demographic exclusions (for example, certain age or gender combinations) are restricted by policy.

Audience expansion lets the system reach beyond your selected segments when it predicts better performance; it should be evaluated separately from the core segment's metrics.

Target CPV (cost per view) is available for view-focused campaigns; Target CPA and Maximize Conversions are the standard choices for action campaigns with conversion tracking.

Maximize Conversions spends the full budget to get the most conversions; Target CPA adds a bid ceiling and typically trades volume for efficiency stability.

Learning period: expect roughly 1-2 weeks (often cited as about 50 conversions for CPA-based strategies) before judging a Target CPA or Maximize Conversions strategy.

Budget changes above roughly 20 percent in a day can reset learning; scale in smaller increments or use budget rules to step up gradually.

Shared budgets pool spend across campaigns; use them only when campaigns share the same goal, otherwise one campaign can starve another.

Budget is set at campaign level and is a daily average, not a hard daily cap; actual daily spend can be up to twice the average on some days.

Bid strategy changes should be made one at a time and left alone through the learning window; simultaneous targeting and bid changes make results uninterpretable.

Cost-per-view formula: total cost divided by number of views; view rate formula: views divided by impressions. These two diagnose creative versus targeting problems.

Core funnel metrics: impressions, view rate (views/impressions), cost per view (cost/views), click-through rate, conversion rate, cost per conversion, and conversion value/cost (ROAS).

View definition differs by format: skippable in-stream counts a view at 30 seconds or completion, whichever is shorter, or on an interaction; bumper and non-skippable count impressions.

Brand lift surveys measure ad recall, awareness, consideration, and purchase intent via a control group; they require sufficient impression volume to reach significance.

Search lift measures the change in branded or category search volume among exposed users versus a control group.

Conversion attribution: YouTube conversions are attributed by click and by view-through within the configured window; compare windows before drawing conclusions.

A/B testing: change one variable (creative, audience, or bid strategy) per test, run to statistical significance, and record the baseline before launch.

Diagnosis order: if view rate is low, fix creative and hook; if view rate is healthy but CPA is high, fix audience and landing page or bid strategy.

Frequency and impression share metrics reveal saturation; rising frequency with falling conversion rate usually signals audience exhaustion rather than a bidding problem.