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YouTube Campaign — Reference

1. Format matrix (2026)

Format Length Aspect Bidding Use for
Bumper ad ≤6 sec non-skippable 16:9 or 9:16 Target CPM (tCPM) Awareness, high-frequency reach
Skippable In-Stream 12 sec minimum, 3 min max (60s recommended) 16:9 or 9:16 Maximum CPV (cost-per-view) Consideration, awareness
Non-Skippable In-Stream 15 sec (or 20s in some regions) 16:9 or 9:16 tCPM Rarely — lower engagement
In-Feed Video (formerly TrueView Discovery) any length 16:9 Max CPV Consideration
YouTube Shorts ≤60 sec 9:16 CPV or CPM Mobile-first, younger audience
Video Action 10–60 sec 16:9 or 9:16 Maximize conversions / tCPA Conversions — e-commerce, lead-gen
Masthead any 16:9 Fixed-price (sold via Google sales) Launch day reach, not self-serve

2. Video asset specs

Format Dimensions File format
16:9 1920×1080 MP4 H.264 or H.265, YouTube-hosted
9:16 Shorts 1080×1920 MP4
Square 1080×1080 MP4 (for some placements)
Thumbnail 1280×720 JPG/PNG
Companion banner 300×60 JPG/PNG, ≤150 KB

All videos must be hosted on YouTube (not uploaded to Google Ads directly). Unlisted visibility is fine if the video shouldn't appear on the channel's public feed.

3. Bidding strategies

Strategy Format Use when
tCPM (target CPM) Bumper, Non-Skippable Default for reach campaigns
Max CPV Skippable In-Stream, In-Feed Default for view-through engagement
Max conversions Video Action >30 conversions/30 days
tCPA Video Action Cost-per-acquisition target, >30 conv/30 days
tROAS Video Action Revenue optimisation, >50 conv with values

4. Audience layering

Best combinations by goal:

Awareness

  • Affinity (broad) + Demographics (age / gender)
  • Topics (YouTube content categories the audience watches)
  • Placements (specific channels, only for highly targeted brand alignment)

Consideration

  • Custom segment — keywords (from keyword-research)
  • In-market audiences (e.g. "Home & Garden > Furnishings")
  • Remarketing — website visitors, YouTube channel engagers

Action (conversion)

  • Custom segment — keywords + URLs
  • Customer lists (first-party)
  • Remarketing — cart abandoners, purchaser lookalikes

5. Creative structure (Skippable In-Stream)

0–1s:    HOOK — visual attention grabber
1–5s:    HOOK carries to prevent skip
5–10s:   Identify problem / show product
10–15s:  Value prop, proof, benefit
15–25s:  Demo / social proof
25–30s:  CTA + offer

After second 5, viewers who haven't skipped are qualified audience.

6. Brand lift measurement

Google Ads offers Brand Lift studies for campaigns ≥$5,000 AUD. They measure:

  • Ad recall
  • Brand awareness
  • Consideration
  • Favourability
  • Purchase intent

Request when setting up the campaign. Requires ~2 weeks of data. No manual action beyond enabling.

7. Typical campaign structure

Campaign: Koala - YouTube - Awareness - Q2 2026
  └── Ad group: Bumper - AU Homeowners
        ├── Audience: Affinity - Home Decor + Demo 30-55
        ├── Bumper video (6s horizontal + 6s vertical)
        └── tCPM $8

Campaign: Koala - YouTube - Consideration - Q2 2026
  └── Ad group: Skippable - Custom Intent
        ├── Audience: Custom segment "wool throw searches" + Remarketing
        ├── Skippable In-Stream video (30s)
        ├── Companion banner 300×60
        └── Max CPV $0.08

Campaign: Koala - YouTube - Action - Q2 2026
  └── Ad group: Video Action - Purchasers LAL
        ├── Audience: Lookalike Purchasers 1% + Custom segment
        ├── Video Action video (30s with CTA overlay)
        └── Maximize conversions with tCPA $45