Hello Goodbye to Google TrueView and Video Action Campaigns for Action Campaigns

Google’s TrueView for Action campaign was discontinued in just a few years as the ad network evolved its YouTube advertising service. Instead, advertisers create video action campaigns.

First, let’s talk about what a TrueView for Action (TV4A) campaign is and why it’s important to us.

When Google first started allowing ads on YouTube, the campaign was a branding effort that had no way for stakeholders to actually take any action (such as buying or filling out a lead form). The TV4A campaign was the first evolution of the campaign type where ads with prominent summon buttons appear on YouTube. These were welcome steps in the right direction for lead generation or e-commerce clients.

And surprisingly, they worked well. In both remarketing (targeting visitors to sites you haven’t purchased yet) and prospecting with advertising cost-effectiveness (ROAS) that goes beyond some search campaigns (based on different audiences). We saw more than 10 ROAS campaigns. And before I thought typos and Google were inflating the numbers, it was born out of internal tracking of clients in two separate accounts-they achieved 8+ incremental ROAS in those campaigns. ..

To be honest, TrueView for Action campaigns are one of my favorite campaign types these days, and when I first read that they were obsolete, I was shocked and worried. However, I noticed that the new video campaign I created recently was created as a video action campaign. I was honestly unaware that there was an ad group type option during setup and it was responsive by default.

So how do you know that it has switched? It’s due to the difference in advertising.

For the YouTube TrueView for Action campaign, enter the YouTube video link, then the final URL, display URL, 10-character summons, and a short 15-character headline.

But video action campaigns need more.

The final URL, subpoena, and 15-character heading are the same. The display URL is gone, requiring a long 90-character headline and a 70-character description.

Why is there a difference? That’s because of where Google displays ads. Both appear on YouTube and Google Video Partners, but video action campaigns can also appear on YouTube’s home feed, watch page, or watch in the next feed, expanding your reach. According to Google: You cannot opt ​​out of available inventory for best performance on all Google networks.

Note: Both campaign types can appear in mobile apps, so we hope that account-level mobile app category exclusions will continue to work.

So, based on my experience, as long as I choose the responsive ad group type, I’m creating a video action campaign and it’s been active since around April. TrueView for Action campaign ads can continue to be created until the end of September and will continue to run until early next year.

Beginning in 2022, existing TrueView for Action campaigns will be automatically upgraded to video action campaigns. This makes me wonder what to do to add a long headline and description. Where does it come from?

The cut and paste feature is coming soon. This allows you to copy and paste existing TV4A ads, add missing details and upgrade to video action ads.

Google shared that the video action campaign boosted 20% more conversions per dollar than the TrueView for Action campaign. Over time you will see if this is really a step in a video campaign.

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