About Creator Partnerships

Creator Partnerships in Google Ads is the space where brands can collaborate with YouTube creators to enhance their ad campaigns.

Availability

Creator partnerships is in beta and enabled on an invite-only basis.

Features

Creator partnerships supports these features:

Video suggestions
Video linking suggestions

How to use video suggestions

Creator partnerships in Google Ads helps you find videos made by YouTube creators that mention partnerships with your brand or products.

In your Google Ads account, click the Tools icon on the left-side navigation panel.
Click Creator partnerships.
Under “Promote sponsored videos mentioning your brand”, you can find video previews that feature a partnership with your brand.
1. Click on the video to watch it on an expanded view.
2. To watch the video on YouTube, click on the video preview and the YouTube button at the bottom right corner to open a new tab with the video.
3. You can also select Share icon in the top right corner to get the URL to the uploaded video.
To send a linking request, which unlocks video audience data and better reporting, click the Link icon in the top left corner of the video preview. The Link icon will update to the status of the request.

Note: You should send a request to link the creator video to your Google Ads account. The creator may accept the request, enabling you to use the video in your Google Ads campaign. Google isn't involved in your agreement with the creator. You're responsible for securing the rights to use the video as an ad, which may require a separate agreement with the creator or other rights holders.
If you want to use these videos in an ad campaign, click the Promote button to open ad campaign selection.
1. Click the Copy URL button, then you can paste the video link to an ad campaign of your choice.
2. You can also click the Start Campaign button to start making your campaign.
  1. Click Copy URL or Start Campaign to initiate the video linking process with the creator.
3. To start a new campaign or add to an existing one, follow the steps described under Partnership ads powered by BrandConnect.
To give feedback on videos suggested, click the Feedback icon in the top right corner of the video preview. Click Send Feedback.
1. A side panel should appear for your input. Write a description on the issue, and our team will aim to quickly resolve the issue. Click Send in the bottom right corner when you’re done.

How to use video linking suggestions

Video linking lets you partner with YouTube creators to use their videos and improve performance with Partnership ads. Here's how video linking suggestions work:

In your Google Ads account, click the Tools icon on the left-side navigation panel.
Click Creator partnerships.
Under "Link and approve creator videos", you'll find suggested videos that have been used in your ad campaigns.
Click Link video under the “Action and status” column to send a linking request. The Link icon will update to the status of the request. You can also send a linking request to all suggested videos by clicking the Link All button.
- Note: You’re responsible for obtaining the rights to use the video as an ad. It may require a separate agreement with the creator or other rights holder.
In the “Link a YouTube video” slide panel, click the Link button at the bottom.
To check all your linked videos and requests, go to Data Manager.

Note: Video linking lets you:

Run ad without potentially being blocked from serving due to lack of linking
Run partnership ads with co-branded ads layout
Access performance data and opportunity to create audience segments

Frequently asked questions

What’s video linking?

Linking a video made by a YouTube creator to your Google Ads account allows you to view video performance insights, such as organic view count, and show ads to people who have watched the video. Also, by accepting the video link request, the creator enables you to promote their video as part of your ad campaigns. Learn more about video linking.

How do you detect videos for my brand?

We use signals available in your Google Ads account and other Google Ads accounts (like the same Manager account hierarchy) to find content that’s relevant to your brand. Examples include but are not limited to:

Google Ads account name, or names of the division and parent the account belongs to
Business name used when running ad campaigns
Name of your linked YouTube Channel

YouTube content that we match against includes:

Creator who's part of YouTube Partner Program (YPP)
Language: English
Partnership signals (for example, #sponsored, #ad, video marked as having a paid product placement, and more)
Other signals (for example, minimum number of views, and more)

Note that videos on Creator partnerships don’t show all the videos sponsored by your brand. They show examples of sponsored creator content for your brand.

We're continuously expanding these signals to improve the quality of our recommendations.

How can I improve video suggestions?

You can help improve the quality of video suggestions by doing the following:

Update your account name to reflect your brand.
Connect your brand’s YouTube channel to your Google Ads account. Learn more about linking YouTube.
Connect your brand’s Merchant Center to your Google Ads account. Learn more about linking Merchant Center.
Connect with your influencer team and ensure new sponsored content is labeled as a paid product placement.

Why don't I have any video suggestions?

Creator partnerships is in beta and may not have finished reviewing videos for your brand yet. We’re still in development and will release more content with future updates.

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