Google Could See Big Lift In TrueView Adoption: Folds Video Ad Campaigns Into Main AdWords UI

YouTube TrueView campaigns in AdWords have long been siloed away in a separate “All video campaigns” section that was hard to find and manage and report on in relation to other campaign  types. In a major update, Google announced on Wednesday that Video campaigns are finally getting integrated into the main AdWords UI.

Bringing Video campaigns into the AdWords fold could have a significant impact on adoption rates for YouTube TrueView campaigns. And greater adoption could, in turn, cause ad rates to rise. Google said earlier this year that TrueView campaigns have been the root of declining CPCs over the past few years because rates have remained low as click volume on the ads has escalated.

In its most recent earnings call, Google executives said that YouTube reaches more 18–49-year-olds in the US than any cable network, and that watch time is up more than 60 percent year-over-year with average viewing session on mobile now more than 40 minutes.

YouTube is under more pressure to deliver for advertisers with competition rising up from Facebook, most notably, and other channels adding video to their ad lineups.

With this change, AdWords, advertisers can manage TrueView in-display ads, which appear alongside the main video, and the skippable pre-roll in-stream ads, and report on their campaigns right alongside their text, display or shopping campaigns. For more details on the update and steps to get started, see our coverage on Search Engine Land.