How to upgrade to multi-format ads within Video reach campaigns for efficient reach

To help you drive more reach across YouTube, we’ve evolved Video reach campaigns (VRC) for efficient reach to include an option to run In-Feed and Shorts ad formats alongside in-stream (skippable in-stream, bumpers) using the multi-format ads selector.

Now we’re upgrading all Video reach campaigns for efficient reach to multi-format ads when using the copy and paste function. When you make a copy of a previous Video reach campaign for efficient reach with Skippable in-stream and/or Bumper ads, it'll retain all of the same settings, but will now leverage multi-format ads, which require Headline and Description. You'll also have the option to opt-in to In-Feed and/or Shorts ad formats. If you make no changes to the multi-format ads selector, it'll continue to run as In-Stream only.

Benefits of multi-format ads

• Ad formats: Video reach campaigns for efficient reach now use responsive ad groups, and include the option to opt-in to a mix of in-stream (skippable in-stream, bumpers), In-Feed, and Shorts ad formats. You can use the multi-format ads selector to select any combination of ad formats, but we recommend opting into all ad formats to maximize your reach across YouTube.
• Ad assets: In addition to a video and destination urls, multi-format ads also require a 90 character Headline and a 90 character Description to be used on In-Feed and Shorts ads. Headlines and descriptions are required regardless of whether your campaign is opted in to Feed and/or Shorts, as you can change your opt-in settings after you’ve created your campaign.

Instructions

If you want to upgrade your Video reach campaigns for efficient reach to multi-format ads with the same settings as your existing campaigns, you can copy the existing campaigns and paste them.

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down in the section menu.
3. Click Campaigns.
4. Click the filter button above the statistics table.
5. Add the appropriate filters to find the campaigns to be upgraded:
   • Campaign type: Video
   • Bid strategy type: Target CPM
6. Click Apply. The table updates to show campaigns that match your filters. Above criteria will show Video reach campaigns.
7. Check the box next to each campaign that you want to upgrade.
8. From the "Edit" drop-down menu, select Copy.
9. Open the "Edit" drop-down menu again, and select Paste. A paste menu appears above the statistics table.
10. Select “Change video ads to multi-format ads (responsive ads)”.
    • Note: Hover over the X campaign to view the campaigns eligible for the upgrade.
11. Enter a long headline and description for the ads.

    • Note: If you've multiple ads, they'll all use the same headline and description you enter here. If you wish to use different headlines and/or descriptions for each ad, modify them after the upgrade is complete by editing the ads in the newly created Video reach campaign.

12. Click Paste. A new Video reach campaign with responsive video ads is created and a confirmation message that says "Your changes have been made" appears at the bottom of your window.
13. To locate the newly created Video reach campaign, navigate to the "Campaigns" table in Google Ads. The newly created campaigns are labeled with "Copied as multi-format (responsive)" under the "Label" column in the "Campaigns" table. You can use the filter button to search for specific campaigns by @their label name.