YouTube campaigns
Non-skippable ads are short in-stream video ads that play before, during, or after another video. Viewers don’t have the option to skip your ad. With videos between 6 and 15 seconds, non-skippable ads allow you to reach viewers with your entire message.
About non-skippable ads
- Videos must be between 6 and 15 seconds and hosted on YouTube. Viewers can’t skip your ad.
- A view of your non-skippable ad won’t increment the video’s YouTube view count.
- Bids for non-skippable ads are set based on target CPM (cost per thousand impressions). Target CPM is a way to bid where you set how much you’re willing to pay every thousand times your ad is shown (this amount is your target CPM). Display & Video 360 will optimize your bids to help get as many impressions as possible using your target CPM amount. Some impressions may cost more or less than your target CPM, but altogether Display & Video 360 will try to keep your line item average CPM equal to or lower than the target CPM you set.
- You can't build remarketing lists off of views to non-skippable ads.
Non-skippable ads in Display & Video 360
Non-skippable, bumper, and skippable ads are part of the same line item type in Display & Video 360, but you must create separate line items for each format.
Create YouTube & partners line items for non-skippable ads
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Start in an existing insertion order or create a new one. You can also duplicate an existing insertion order that contains YouTube & partnersline items and then edit the copied line items.
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In your insertion order, clickNew line item.
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SelectYouTube & partners video.
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Enter a Namefor your line item.
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Set the Objectiveto Brand awareness and reach.
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Set theLine item subtypeto non-skippable ads.
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Click Next.
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In theTargetingsection, you'll see that the inventory source and device targeting areset automatically. You can clickAdd targetingto set other line-item level targeting options. Additional types of targeting are available in the line item's ad groups.
Device targeting and bid adjustments
Device targeting allows you to target your ads to people based on the device they're using. Click the pencil icon
to edit, and ensure the box is checked for the devices you’d like to include in targeting.If you want to bid a different amount for views on each device type, click the pencil icon
to edit device targeting, then click Advanced settings to set targeted bid adjustments for tablets, smartphones, computers, and connected TVs.Example: If your standard bid is$0.10 CPV but you want your bid for smartphone views to be $0.12 CPV, you could set a smartphone bid adjustment of 20%.
Line items with advanced operating system, device model, or carrier/network targeting are only eligible to serve on smartphone or tablet devices.
Nuances of YouTube targeting
Unlike other types of line items, targeting for YouTube & partnersline items can be set at twodifferent levels: the line item level and the ad group level. Learn more about .
Note that anydefault targeting set at the insertion orderlevel will not be applied to your YouTube & partners line items.
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Configureyour line item's settings:
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Pick custom flight datesor use the same dates as the line item's insertion order.
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Enter the line item'sbudget and pacingsettings. After you save the line item, you can'tchange between daily and flight, but you can update the budget amount.
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(Optional) Select the line item'sfrequency cap. Learn more about .
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(Optional) Select the Floodlight activityyou want to use to count conversions.
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Select Create new ad group to set up an ad group for yourline item.
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Enter anamefor your ad group.
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ClickAdd targetingto configure ad-group level targeting.Learn more about .
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In the Biddingsection, set your target CPMbid, which is the average amount you want to pay every thousand times your ad is shown.
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ClickCreate new adto pick a YouTube video to use as a creative and set the landing page.
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Enter anamefor your ad.
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Search for a YouTube video or paste a YouTube URL.
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Enter thedisplay URLand landing pageURLfor your ad.
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(Optional for Campaign Manager 360users) Use the Campaign Manager 360 tracking ad field to select an existing tracking ad you'd like to use to see enhanced metrics in Campaign Manager 360.
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(Optional)Use the Click-tracker URL field to set up third-party click tracking. The click tracker must redirect to the same URL as your landing page.
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Select either an image that's automatically generated from the videos in your YouTube channel (recommended) or an image that you manually upload as your companion banner.
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(Optional) Add a call-to-action (CTA) overlay.
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Enter the text for your CTA, which can contain up to 10 characters including spaces. The CTA should be a compelling action that directs users to the website specified in your landing page URL.
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Enter the text for your headline, which can contain up to 15 characters, including spaces. The headline should promote your product or service.
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SelectDoneto create the ad.
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If you'd like to use multiple ads, clickCreate new ad againand repeat the steps above. If you use multiple ads, Display & Video 360 will optimize ad rotation based on views.
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SelectDoneto create the ad group.
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(Optional) If you'd like to use multiple ad groups, clickCreate new ad groupand repeat the steps above.
Reasons for using multiple ad groupsIt can be useful to use multiple ad groups within the same line item for non-skippable ads if you have one budget that can be allocated across the following:
- Different audiences within the same YouTube & partners line item
- Different kinds of targeting without limiting scale. For example, you could use audience targeting in one ad group and content targeting in another ad group
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Click Create to save your new line item.
to edit, and ensure the box is checked for the devices you’d like to include in targeting.Report on non-skippable ads
- You can use either the General report or the YouTube report for non-skippable ads.
- Views and views-related metrics are not available for non-skippable ads.
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