Google Brand Recommendations Link With YouTube Ads

Google launched a set of AI-powered Brand Recommendations located on the Recommendations page in Google Ads.

The tool analyzes an advertiser’s Google Ads history, as well as campaign settings and industry trends to automatically serve ways to improve brand campaign performance.

Brand Recommendations spans awareness and consideration campaigns with cost-per-thousand (CPM) and cost-per-view (CPV) bidding. 

The post explaining the new tool seems pretty straightforward until the reader reaches the end, which was penned by Philip Trencher, global video expert at YouTube Ads. That's where the reader discovers the ability to link Google Ads with YouTube Ads.

Why? These brand recommendations help drive improvements on Awareness and Brand Consideration campaigns. Typically, those types of campaigns relate to CPM and CPV campaigns running on YouTube. (I'm officially a search geek now because I find this fascinating.)

The recommendations, which are customized for each advertiser and updated regularly as Google’s systems discover new optimization opportunities, have been put into five categories:
  • Ads and assets (add bumper ads, including ideal video aspect ratios)
  • Bidding and budgets (adjust CPM/CPV bids and budgets for flighted campaigns)
  • Keywords and targeting (opt-in to audience expansion, remove contextual targeting)
  • Measurement (link with YouTube accounts for more reporting)
  • Full-funnel opportunities (connect to a brand campaign)



The tool provides guidance on assets like adding video in addition to static images, budgeting strategy, or finding an audience.

Audience expansion looks for more people similar to an existing audience segment, so advertisers may find an increase in impressions, views, clicks and conversions through campaigns. With audience expansion, advertisers can reach more people similar to existing audience segment. 

The tool finds more users who look like selected audience to increase a campaign's reach while maintaining CPM and CPV bids. Additional reach depends on the available budget and the size of the audience.  By enabling audience expansion, Google can open up additional inventory by expanding to additional, relevant audiences, the company said.

Audience expansion is available for video campaigns that use the "Product and brand consideration" or "Brand awareness and reach" goal. 
Another interesting feature is measurement recommendations because it helps to unlock additional reporting features that can give advertisers better insights into campaign performance. Some examples of these types of recommendations include linking a YouTube channel to a Google Ads account.

This link allows the Google Ads account to run ads based on interactions with YouTube channel videos. The linked Google Ads account grants permission to access video ads' organic view metrics, show ads to people who visit and interact with their channel, and get insights about how people interact with the channel after viewing the ads.

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