ALL YOU NEED TO KNOW: VIDEO ACTION CAMPAIGNS
Rolled out in 2016, a TrueView for Action (TV4A) campaign was the first evolution of a campaign type where ads were shown on YouTube with a call-to-action button prominently displayed.
However, Google is now evolving TV4A into full Video action campaigns.
What are they?
Video action campaigns are a simple and cost-effective way to drive more conversions across YouTube. They take the best features of TrueView for action and scale them to more places on and off YouTube; in a single automated campaign.
Google states that ‘with Video action campaigns, you can tell your brand’s story with longer headlines and have access to top performing places like YouTube’s home feed, watch page, watch next feed, and Google video partners — all within one campaign.’
To ensure brands achieve the best performance across all Google networks, they won’t be able to opt out from any available inventory.
Why are TV4A’s changing?
Google is turning to Video action campaigns as findings from Google Internal Data suggest that video action campaigns drive 20% more conversions per US dollar compared to TV4A, so the change could increase efficiency for advertisers- which would be a huge positive.
They also have benefits:
Driving more conversions: Expand campaigns to run on more places on and off YouTube and drive more conversions while still optimising for the lowest CPA.
Improving campaign performance: By combining inventory from the YouTube home feed, YouTube watch pages, Google video partners and more, Video action campaigns can help brands drive improved performance for their campaigns by reaching new customers. Google says, ‘Simply scale your desired audience strategy and find interested customers with the intent to take action across multiple places, whether you’re reaching your ideal users with custom audiences or remarketing to customers you already know.’
Scale campaigns easily: Video action campaigns allow you to run in multiple places in one campaign, without having to set bids and budgets for each inventory source- convenient right?
Optimise performance with machine learning: Video action campaigns are backed by Google’s machine learning capabilities, and they’ll uniquely serve your ads where they’ll perform best. Whether that’s when your customers are scrolling their home feed or watching their favourite creators. Smart Bidding also works seamlessly across all surfaces to help you achieve your desired return on investments.
What happens now?
Starting early 2022, all existing TrueView for action campaigns will automatically upgrade to Video action campaigns. To get ahead of this change and start driving conversions immediately, Google recommends creating new Video action campaigns by using the ‘responsive ad group type’ during campaign set-up. You can continue creating TrueView for action ads until September 30, 2021 and any existing TrueView for action ads will continue to run until early next year.