When you create a Video campaign in Google Ads, you choose a campaign goal first. A campaign goal is the main thing you want your campaign to achieve for your business (for example, sales or website traffic).

Video campaign goals

When setting up your campaign, you can select from one of these goals:

If you don’t have a goal in mind, you can also select “Create a campaign without a goal’s guidance”. 

Video campaign subtypes

After you choose a goal, you can then choose a campaign subtype. The campaign subtype specifies how you want to reach people, where the campaign runs, and which ad formats can be used in the campaign.

Sales / Leads / Website traffic

• Drive conversions: Drive interactions and relevant conversions on your website. Also known as TrueView for action and Video action campaigns.

Product and brand consideration

• Influence consideration: Connect users to your brand using ads designed to drive interactions and engagements.
• Shopping: Promote relevant products alongside your ads to encourage viewers to learn about your products and then shop on your website (a Google Merchant Center account is required). Also known as TrueView for shopping.
• Ad sequence: Tell your product or brand story by showing ads in a particular sequence to individual viewers.

Brand awareness and reach

• Video reach campaigns: Get the most reach for your budget, either by reaching more unique users (through the use of bumper ads, skippable in-stream ads, or an optional mix of the two formats) or by reaching users with your entire message (through the use of non-skippable in-stream ads).
• Outstream: Get more interest in your brand with ads designed to reach people on their phones and tablets.
• Ad sequence: Tell your product or brand story by showing ads in a particular sequence to individual viewers.

And here are the bidding strategy options for each campaign subtype under the Brand Awareness and Reach goal.

• Standard Awareness – Maximum CPV and Maximum CPM
• Skippable In-Stream – Target CPM only
• Outstream – Viewable CPM only
• Ad Sequence – (Just like previous goal type) Target CPM, Maximum CPV, or Maximum CPM.

Available ad networks and ad formats for Video campaigns

The campaign goal and campaign subtype that you choose determines the ad networks where your ads can appear, and the ad formats that you can use in the campaign.

Ad networks

Ad networks are places where your ads can appear. Video ads can appear in the following places:

• YouTube videos, channel pages, and the YouTube homepage
• YouTube search results
• Websites and apps on the Display Network (also known as Google video partners)

About attribution reports

Once you’ve set up conversion tracking, you’ll have access to attribution reports, a handy set of reports about your conversions (those important actions your customers take on your website, such as a purchase or email signup).

Benefits

Attribution reports show you the paths customers take to complete conversions and provide insights into how your different advertising efforts work together to create conversions. For example, you can see whether certain keywords assisted conversions that eventually happened through other keywords. This gives you a better sense of your potential customers’ conversion paths than just looking at the last-clicked keyword.