How to Choose the Right Google Ads Video Campaign Subtype

By: Jyll Saskin Gales, Google Ads Coach

Do you want to make sure your video ad message hits the right audience on the right platform? Understanding Google Ads video campaign subtypes is key to achieving just that! Video campaigns in Google Ads are unique because you have to choose a subtype before you can create your campaign.

Let's break down each subtype and help you choose the perfect one for your video advertising goals.

Video Views Campaign

A Video views campaign is the default Google Ads video campaign subtype. It's your go-to for maximizing views and engagement, because it runs on Target CPV (cost per view) bidding.

Remember, on YouTube, a view means they watched at least 30 seconds or until the end of the video, whichever comes first. (On YouTube Shorts, the threshold is 10 seconds.)

Efficient Reach campaign

If your goal is to cast a wide net and reach as many people as possible, then Efficient Reach is your best bet. It's all about maximizing your reach while keeping costs low - efficient. That's why you'll be using an impression-based bid strategy, not a view-based strategy.

Target Frequency campaign

This subtype optimizes for how often your target audience sees your ads. Want to ensure your audience remembers your message without feeling overwhelmed? Target frequency campaigns help you strike that perfect balance. Unless you're a large brand, this probably isn't the right subtype for you.

Non-Skippable Reach campaign

Need to deliver a message that demands attention? Non-skippable ads ensure your audience watches your entire ad, making it ideal for conveying crucial information or leaving a lasting impression.

Because these ads are non-skippable, they don't collect "views," only "impressions." That means you can't build a remarketing list off of them, since remarketing requires a view, not just an impression. You can also only run very short ads, so that users don't get annoyed. But the trade-off is that they HAVE to see your message before they can continue watching, well, whatever it is they want to watch.

Ad Sequence campaign

Want to tell a story or guide your audience through a specific journey? Ad sequence video campaigns allow you to show a series of videos in a predetermined order, creating a more immersive and engaging experience. Think of it like chapters in a book – each video builds upon the previous one, leading to a satisfying conclusion.

Again, this is something that larger brands typically use, as it requires a large budget to be successful

Audio campaign

If your focus is on sound rather than sight, then Audio campaigns are the way to go. These campaigns let you run audio ads on YouTube Music and other platforms, reaching audiences who are more engaged with audio content. These are non-skippable, short ads, billed on an impression basis

How to choose the right video campaign subtype

Selecting the right Google Ads video campaign subtype depends on your specific goals.

If you're unsure where to start, the video views subtype is generally a safe bet for most use cases.

Remember:

• Each video campaign subtype has its own unique strengths and limitations.
• Consider your campaign goals and target audience when choosing a subtype.
• Don't be afraid to experiment with different subtypes to see what works best for you.