Video Basic Terms Flashcards
Ad Types
Bumper, skippable insteam, not skibbable instream
Bumper Ads
When to use this ad format
You want to reach a broad audience with a short, memorable message.
How it works
Bumper ads are six seconds (or shorter) and play before, during, or after another video. Viewers don’t have the option to skip the ad.
How you’ll be charged
Pay based on impressions. Bumper ads use Target CPM bidding, so you pay each time your ad is shown.
Bumpers
Best used for: Delivering the lowest CPM among auction video formats
Use if: You have a message that’s six seconds or less, and you want to have greater unique reach
CPM: Lowest
In-Stream skippable
When to use this ad format
You have video content you’d like to promote before, during, or after other videos on YouTube and across websites and apps running on Google Video Partners.
How it works
Skippable in-stream ads play before, during, or after other videos. After five seconds, the viewer has the option to skip the ad.
How you’ll be charged
Pay based on impressions.\
Skippable in-stream (CPM)
Best used for: Delivering highly efficient impressions to your audience on YouTube and GVP at efficient CPM prices
Use if: You have a message that’s 30 seconds or less, and you want to have greater unique reach
CPM: Moderate
Non-skippable in-stream
When to use this ad format
You have video content you’d like to promote before, during, or after other videos on YouTube and across websites and apps running on Google Video Partners, and you want viewers to see the entire message without skipping your video.
How it works
Non-skippable in-stream ads are 15 seconds (or shorter). Viewers don’t have the option to skip the ad.
How you’ll be charged
Pay based on impressions.
Non-skippable in-stream
Best used for: Delivering non-skippable video assets that are 15 seconds or less (with the exception of most of Europe, Mexico, Singapore, India, and Malaysia, which can support up to 20 seconds)
Use if: You want your audience to watch your entire message, despite a potentially higher cost; best at driving awareness lift
CPM: Highest
Campaign Types Set Up
Create separate campaigns for each format for maximum control on budget per format.
More than one Format
What are the bidding solutions for awareness?
Your bidding strategy controls how you pay for users to interact with your ads.
If you selected Brand awareness and reach as your goal when creating your campaign, you’ll only be able to select Target CPM as your bidding strategy.
If you didn’t select a goal, you’ll be able to select Maximum CPV, Target CPM, or Maximize Lift as your bidding strategy
When it comes to awareness campaigns, it’s a best practice for your bid type to be Target CPM.
A closer look at target CPM
What it is: Target cost-per-thousand impressions (tCPM) is a bidding strategy where you set how much, on average, you’re willing to pay every thousand times your ad is shown. This amount is your target CPM. Your bids will be optimized to get as many impressions as possible using your target CPM. While some impressions may cost more or less than your target CPM , Google Ads will try to keep your campaign’s average CPM equal to or lower than the target you set.
Main benefit: Target CPM will optimize bids to help get as many impressions as possible, which directly influences increasing awareness.
Determin bid strategy
How to determine your bidding strategy
Set your bidding strategy depending on your campaign goal:
If you care most about driving consideration via views, use maximum cost-per-view (CPV) bidding with skippable in-stream video ads.
Why: If users don’t engage with your ad, you don’t pay.
Note: If you’ve used CPV bidding before, start by inputting the maximum CPV you’re willing to pay for a single view rather than the average CPV from your previous campaign.
If you care most about driving consideration via Brand Lift, use Maximize Lift bidding with skippable in-stream video ads.
Why: Maximize Lift bidding prioritizes discovering and reaching people who are more likely to consider your brand, product, or service.
