Google has introduced Partnership Ads powered by BrandConnect, allowing advertisers to use YouTube creator videos in their ad campaigns on the Google Ads platform. This integration aims to enhance marketing efforts by leveraging the authenticity and reach of creator content.
What are Partnership Ads?
Partnership ads enable brands to incorporate YouTube creator videos into their ad campaigns across the marketing funnel. Key features include:
- Use of organic creator videos.
- Creation of data segments for audience optimization.
- Access to organic view metrics for linked videos.
Benefits of Using Creator Videos
Incorporating creator videos into ad campaigns can improve performance through:
- Authenticity: Genuine voice of creators resonates with viewers.
- Reaching New Audiences: Creators' strong community connections expose brands to new audiences.
- Diverse Content: Creator videos are often aligned with the latest trends, providing engaging content.
Supported Campaign Types
Partnership ads can be used in various Google Ads campaigns, with some features available only for specific types:
| Feature \ Campaign | Video action | Demand Gen (In-Feed & Shorts) | Video reach | Video View | App campaigns | Performance Max |
|---|---|---|---|---|---|---|
| Run ads with organic creator videos | Yes | Yes | Yes | Yes | Yes | Yes |
| Co-branded partnership ad format | No | Yes | No | No | No | No |
| Data segments | Yes | Yes | Yes | Yes | Yes | Yes |
| Organic view metrics | Yes | Yes | Yes | Yes | Yes | Yes |
How to Run Partnership Ads
To effectively use creator content in ad campaigns, follow these steps:
- Link Creator Videos: Connect your brand's creator videos to your Google Ads account to use them in ads and access audience data and organic view metrics.
- Integrate into Ad Campaigns: Incorporate creator videos into new or existing campaigns across the marketing funnel, including Demand Gen, Video Action, Video View, Video Reach, App, and Performance Max campaigns.
- Monitor and Measure Performance: Analyze key metrics such as impressions, click-through rates, conversions, and engagement to optimize campaigns. Keep creators informed about the use and results of their content.
Measuring Performance
Standard Google Ads reporting and Lift measurement capabilities are available for campaigns with partnership ads. Running experiments to assess campaign effectiveness is recommended. Set up a head-to-head experiment by comparing a campaign with a regular video ad creative to one with both a regular video and a creator video. This helps validate the impact of creator videos on campaign performance.
By following these guidelines, brands can enhance their ad campaigns, increase brand awareness, and achieve better results through the use of creator content.
