Google Ads Video Certification

Measure the full value with Google Ads conversion tracking and exclude lighter conversion events.

Measure only complete offline conversions for a more accurate return on investment calculation. 

Measure the full value with Google Ads conversion tracking and include lighter conversion events. 

Measure only complete online conversions for a more accurate return on investment calculation 

You’d use masthead ads and non-skippable in-stream ads. 

You’d use skippable in-stream ads and bumper ads. 

You’d use skippable in-stream ads and non-skippable in-stream ads.

You’d use masthead ads and bumper ads 

You’d use use core performance metrics. 

You’d use Brand Lift. 

You’d use use viewability with Active View. 

You’d use use forecasting reach of your YouTube campaign alongside print ads. 

Lead form

Sitelinks 

Product feed 

Location 

Start with all-new video ad creative that’s already working well for other platforms. 

Continue running campaigns with existing creative and slowly introduce new variations. 

Use research-backed creative guidelines and iterate with experimentation. 

Run an experiment with existing creative and use whichever one performs best. 

Affinity Audiences and Life Events 

Affinity Audiences and Custom Audiences

In-Market Audiences and Custom Audiences

Life Events and In-Market Audiences 

Use engaging pacing and tight framing. 

Set up scenes to be zoomed out so viewers can see all story elements.

Build suspense with a slow pace to start. 

Keep visuals low-contrast to avoid overwhelming viewers. 

Awareness 

Consideration

Hybrid 

Action 

Consideration 

Awareness

Action 

Perspective 

You’d compare your CPA to that of brand Search performance and allow one to three days to achieve desired CPA performance before making adjustments. 

You’d compare your CPA to that of brand Search performance and allow three to seven days to achieve desired CPA performance before making adjustments. 

You’d compare your CPA to that of non-brand Search performance and allow one to three days to achieve desired CPA performance before making adjustments. 

You’d compare your CPA to that of non-brand Search performance and allow three to seven days to achieve desired CPA performance before making adjustments.