Google has announced significant changes to its Video View Campaigns starting in April 2025. The tech giant will discontinue the Maximum CPV (Cost Per View) bid strategy for new campaigns, replacing it with Target CPV bid strategy. While existing campaigns using Maximum CPV will continue to run, they are expected to transition to Target CPV in the future.
Along with the bidding strategy update, Google is implementing multi-format ads functionality for Video View Campaigns. This new feature enables advertisers to customize their inventory options, including:
- Skippable In-Stream ads
- In-feed ads
- Shorts ads
According to Google, multi-format ads can achieve up to 40% more views with the same bid and budget allocation. The Target CPV bid strategy gives advertisers greater control over their campaign spending by allowing them to set their desired cost per view.
While advertisers maintain the ability to create campaigns focusing on single formats like skippable in-stream, in-feed, or Shorts ads exclusively, Google indicates that combining different formats can lead to improved performance with lower cost-per-view metrics.
