If your marketing objective is to maximize your Return on Investment (ROI) when building brand and product awareness, you can do so by buying a Video reach campaign with "Efficient reach" goal. Note that YouTube Shorts ads are only available for Video reach campaigns with "Efficient reach" goal. It’s not available with other goals under the Video reach campaign.
With the Video reach campaign and "Efficient reach" goal, you’ll be charged when a user views your video ads, and the campaign will optimize toward delivering the best cost-per-unique-users-reach.
How it works
Video reach campaigns with "Efficient reach" goal are a great option for maximizing your reach when building brand and product awareness. When you use Video reach campaigns with "Efficient reach" goal, you're charged when a user views your video ad. The campaign will then optimize to deliver the best cost-per-unique-users-reached.
How it works
YouTube Shorts ads are available to serve across all devices when bought through Video view campaigns with "Efficient reach" goal. How YouTube Shorts ads look on each device:
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| Mobile | Desktop | TV Devices | Tablet |
Plan your campaign
Reach Planner: You can use Reach Planner to plan your YouTube Shorts ads with Video reach campaigns with "Efficient reach" goal. Customize the mix to select Shorts to view the forecasted reach and cost-per-impression based on your budget and targeting. Learn more about Reach Planner or take the Reach Planner Skillshop.
Traffic Estimator: You can find reach and budget utilization estimates for your campaign, based on their specific settings during campaign construction on the right hand side of the screen.
Buy your campaign
Buy YouTube Shorts ads with Video reach campaign by checking “YouTube Shorts” in the “Multi-format ads” section. You can find this setting during campaign construction and in campaign settings after the campaign is built. You can change this setting throughout the campaign flight dates.
Best Practices
Creatives & Assets
- Use a variety of vertical videos to connect with your audiences.
- Keep under 10-60 seconds in length with a variety of messaging
- Use trending music and sound.
- If you have a mix of horizontal and vertical assets in your video view campaign, we will prioritize the vertical asset to be shown on YouTube Shorts. However, if you only have horizontal assets in the campaign, we will deliver the horizontal assets on YouTube Shorts still.
- You can check how your ads would look like on Shorts, including how text would be displayed and how the Right Hand Side (RHS) Panel would be positioned by using the preview feature in the ads creation panel during campaign construction in ads settings after campaign creation.
Inventory
- If you have additional video assets available, we recommend using both vertical and horizontal videos and select “Skippable in-stream ads” and “In-feed ads” in the “multi-format ads” tab when buying your Video Reach campaign.
- Adding assets in different orientations and using multi-surface solutions will allow our AI solution to optimize the campaign performance to deliver more reach based on the given budget and reach the audience in the most relevant way.
Bids & Budgets
- Plan the bid and budgets by using the planning tools listed above.
Audiences & Targeting
- Broaden targeting to ensure strong reach.
- Use Affinity, In-Market, Custom Segments like Interests, Detailed Demographics, or Life Events to reach new users who might be interested in your brand.
- Custom Search Term Segments & Infinite Taxonomy restrict serving on Shorts-only campaigns are not recommended.
