Video campaign

Video reaches people who are not searching yet, with sound and motion. It builds the awareness that later shows up as brand searches and direct visits.

It is judged differently from Search: reach, completion and later conversions matter more than clicks.

1. Open Campaigns and filter by type: Video.
2. Check the campaign's goal and bid strategy, such as reach or views. Video campaigns built for conversions now run as Demand Gen.
3. Add columns for views, view rate, and video played to 25% and 100%.
4. Check frequency caps and audience exclusions.

A furniture brand runs six second bumpers for reach and 20 second skippable ads for people interested in home decor. Brand searches rise over the next month, which the video campaign's own conversions only partly show.

• Judging video on clicks alone.
• Using one length of video for every goal.
• Running without a frequency cap.

The audit checks Oppy runs on this, each with its own page.

• Videos most of the audience leaves before the end
• Every video the same length, doing the same job
• A Display or Video campaign with no frequency cap

• YouTube ads: Video ads shown on YouTube through Video, Demand Gen or Performance Max campaigns.
• Engaged-view conversion: A conversion after someone watched at least 10 seconds of a video ad, or all of it if shorter, without clicking.
• Frequency cap: A limit on how many times one person sees a Display or Video ad in a period.