Optimize Video Action Campaigns

Question 1

What type of conversions should Video action campaigns be optimised for?

Answer 1

Desired conversion events like leads, website traffic, sales, and lighter actions such as “add to cart” or “form submissions”.

Question 2

What daily budget is recommended for Video action campaigns using Target CPA?

Answer 2

At least 15x the tCPA bid.

Question 3

What audience types are ideal to start with in Video action campaigns?

Answer 3

• Remarketing
  
  • Custom Audiences (search terms)
  • Customer Match
  • Similar Audiences
  • Use Audience Expansion to scale

Question 4

What are best practices for bidding in action campaigns?

Answer 4

• Start with tCPA if you know your Video CPA
  
  • Use Maximize Conversions if you want to drive as many conversions as possible
  • Monitor for 3–7 days before optimising

Question 5

What is the benefit of tracking lighter actions like “add to cart”?

Answer 5

Provides more data signals to Google’s machine learning to help optimise toward final conversions more quickly.

Question 5

What creative practices improve Video action campaign performance?

Answer 5

• Use sitelinks (up to 40% higher conversions on mobile)
  
  • Test multiple creative variants
  • Follow ABCD creative guidelines (Attention, Branding, Connection, Direction)

Question 6

Compare CPA with non-brand Search or Display campaigns

Answer 6

Check for improved Search efficiency while Video is running