Grow consideration and interest with Video

Official checklist for influencing consideration and brand favorability on YouTube

Best Practices logo

More than half of shoppers say online video has helped them decide which specific brand or product to buy.1 Follow these best practices for effective consideration campaigns on YouTube.

1. Set yourself up for measurable success

  • Select “Product and Brand Consideration” as your campaign goal, then “Video” as your campaign type.

Why: When you start with a campaign goal in Google Ads, you’ll see suggested settings and bidding strategies to help you obtain that goal.

2. Optimize your creative to increase consideration

Why: Creative assets longer than 20 seconds drive more efficient consideration lift than assets less than 20 seconds.2

  • If you have multiple creative assets, combine multiple ad formats using video ad sequencing.

Why: Video ad sequencing allows you to reach potential customers with multiple creatives across their purchase journey. In a study conducted by Ipsos, video ad sequences drove significantly higher ad recall and purchase intent lift compared to single, 30 second skippable in-stream ads.3


Read more about how to create effective video ad creatives using the ABCD framework.

3. Review your settings for maximum brand impact

Why: Google Ads will try to spend your total budget evenly over the duration of your campaign.

  • Don’t limit your reach by setting an ad schedule.

Why: Google Ads will optimize your delivery so that they show at the right time to the most valuable viewers.

  • Take advantage of video partners on the Display Network to expand views beyond YouTube.

Why: Video partners help you reach more potential customers by extending your campaign to a collection of leading publisher sites and apps. TrueView ads running on YouTube and Google video partners drive similar Brand Lift.4

4. Reach potential customers with in-market, life events and custom audiences

Why: You can learn more about how your customer’s passions and interests translate into in-market and affinity audiences

  • Avoid adding gender and age on top of your selected audience.

Why: This will restrict your reach and might cause your campaign to miss potential customers.

5. Set your bidding strategy depending on your campaign goal

  • If you care most about driving consideration lift, 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.


If you’ve used CPV bidding before, start by inputting the maximum CPV you are willing to pay for a single view rather than your average CPV from your previous campaign.

Why: CPM bidding optimizes your campaign to put your message in front of as many relevant people as possible.

6. Measure your campaign’s impact

  • Measure total views and average cost-per-view from your Google Ads account.

Why: Understanding these metrics will help you achieve your short- and long-term consideration goals.

  • Use Google Brand Lift to measure changes in consideration, favorability and purchase intent.

Why: You can understand how your video ads influenced viewer perceptions of your brand or product in near real time, at no additional cost. Check the minimum budget requirements to make sure your campaign is eligible to drive statistically significant impact.


Make sure you set up your study before the campaign delivers any impressions so you have an accurate baseline to evaluate your campaign’s performance.

  • Verify performance with A/B experiments.

Why: Search lift, geo lift, or user lift studies with a Google Measurement Partner can help you dig deeper to understand what’s working. You can also run A/B tests with Brand Lift to evaluate the effectiveness of different creatives and targeting groups.



1. Source: Google/Ipsos, "How People Shop with YouTube” Study, Global [US, CA, BR, UK, DE, FR, AU, JP, IN, KR], July 2018. 18-64 year olds who go online at least monthly and have purchased something in the last year (n=24,017)
2. Source: Google Internal Data, Global, Oct 2019
3. Source: Global, Google/Ipsos Lab Experiment, US, Nov 2018. n=7,500 people ages 18-64.
4. Source: Google Video Partners Brand Lift meta-analysis, Global, 2019

Sign up for the Best Practices newsletter to get advanced Google Ads tips and updates right to your inbox.
Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Clear search
Close search
Google apps
Main menu
Search Help Center