YouTube In-Feed Ads: A Complete Guide for Beginners

By: Jyll Saskin Gales, Google Ads Coach

Do you want YouTube to recommend YOUR videos to users? You can do just that with in-feed ads! These Google Ads seamlessly blend into YouTube's content, offering viewers a natural way to discover your videos. Let's explore what in-feed ads are, how they work, and why they're a valuable tool for brand awareness and beyond.

Here's what we'll cover:

• What are In-feed Ads?
• Video In-Feed availability: Video Campaign Subtypes
• Use Cases for Video In-feed Ads
• Tips for Success with In-feed Ads

What are In-feed Ads?

In-feed ads are a unique YouTube ad format that leverages your video's thumbnail to entice viewers. Unlike skippable in-stream ads that interrupt your viewing experience, In-feed ads appear as recommendations in three places:

• On the YouTube homepage: Your video can be suggested to users based on their viewing history and interests.
• In YouTube search results: When users search for relevant keywords, your video can show up alongside organic results.
• As "Watch Next" recommendations: As a user finishes watching a video, yours can be suggested as the next thing to watch.

Video In-Feed availability: Video Campaign Subtypes

In-feed ads are available for two Google Ads video campaign subtypes:

• Efficient Reach: Ideal for maximizing brand awareness by reaching a broad audience.
• Video Views: Perfect for increasing views and engagement with your videos.

Use Cases for Video In-feed Ads

• Brand Awareness: With their prominent placement and engaging format, In-feed ads are excellent for building brand awareness.  Your compelling thumbnail acts as a mini-billboard, capturing viewers' attention and enticing them to click.

• Mid-Funnel Consideration: In-feed ads are also effective for targeting users who are already familiar with your brand or products and are actively considering a purchase. By using specific targeting options like custom interest audiences or YouTube placements, you can reach viewers who are most likely to be interested in your offerings.

• Driving Conversions: Although In-feed ads are primarily used for reach and engagement objectives, they can also be used to drive conversions.  By utilizing remarketing audiences and strong calls to action in your videos, you can encourage viewers to take the next step, whether it's visiting your website or making a purchase.

Tips for Success with In-feed Ads

• Create an Eye-Catching Thumbnail: Your thumbnail is the first thing viewers will see, so make sure it's visually appealing and accurately represents your video's content.

• Use Compelling Headlines and Descriptions: Craft headlines and descriptions that pique viewers' interest and encourage them to click.

• Target the Right Audience: Utilize YouTube's robust targeting options to ensure your ads are seen by the most relevant viewers.

• Monitor and Optimize: Track your campaign performance and make adjustments as needed to improve your results.

In-feed ads offer a powerful way to reach and engage your target audience on YouTube.  Whether your goal is to build brand awareness, drive consideration, or even generate conversions, In-feed ads can be a valuable addition to your video advertising strategy.