YouTube Creator Partnerships ads in Display & Video 360

With Creator partnerships boost, advertisers can promote YouTube creator videos in ad campaigns to achieve their marketing objectives. This article contains information specific to running Creator partnerships boost through Display & Video 360. To learn more about running Creator partnerships boost through other Google Ads products, visit Creator partnerships boost.

On this page

• Benefits
• Supported campaign types
• How to run Creator partnerships boost
• Creator partnerships boost performance measurement

Benefits

Creator partnerships boost enable brands to use YouTube creator videos in their ad campaigns across the marketing funnel on the Display & Video 360 platform. Creator partnerships boost offer brands the following features:

• Use organic creator videos in ad campaigns
• Access to organic view metrics for linked videos

Incorporating creator-made videos into your ad campaigns can boost performance through:

• Authenticity: Creator videos often have a genuine voice that resonates with viewers leading to improved ad results and stronger connections with your brand.
• Reaching new people: Creators often have strong connections with their communities. Partnering with them can expose your brand to new and receptive audiences.
• Having diverse content: Creator videos are often up-to-date with the latest video trends offering a new way to get engaging content.

Supported campaign types

Creator partnerships boost can be used across all your Display & Video 360 YouTube & partners and Demand Gen line items, but some features may only be available for certain line item subtypes. Refer to the feature availability overview to find what's available for each line item type:

How to run Creator partnerships boost

Refer to the following guidelines to successfully use creator content created for your brand in your ad campaigns:

Link YouTube creator videos to your Display & Video 360 advertiser account

Before launching your ad campaign, connect your brand's creator videos to your Display & Video 360 advertiser. The linking process enables you to use the video in ads, access valuable audience data, and gain insights into organic view metrics. Learn how to Link YouTube creator videos to your Display & Video 360 account.

Integrate the creator videos into ad campaigns

Incorporate the selected creator videos into your existing or new ad campaigns across the entire marketing funnel. All campaign types across the funnel are supported, including YouTube & partners and Demand Gen line item. Your ads will be shown from the creator's YouTube channel, adding authenticity to your message.

The new co-branded partnership ad format is supported on Demand Gen line item for In-feed and Shorts ads, providing a visually engaging experience showcasing your collaboration with the creator.

Run Creator partnerships boost and measure performance

Monitor the performance of your ads featuring creator content. Analyze key metrics such as impressions, click-through rates, conversions, and engagement to gauge their effectiveness and make data-driven optimizations. We recommend keeping the creator informed about the use of their content and the results of your campaigns. This fosters a positive relationship and opens opportunities for future collaborations.

By following these steps, you can effectively use creator content to enhance your ad campaigns, increase brand awareness, and drive better results.

Creator partnerships boost performance measurement

All standard Display & Video 360 reporting and Lift measurement capabilities are available for campaigns with Creator partnerships boost.

In addition, we recommend running experiments to assess campaign effectiveness. Learn how to Test ads with experiments.

Here’s how you can set up a head-to-head experiment:

• Control: One campaign with a regular video ad creative.
• Test campaign: One campaign with a regular video creative and a creator video (partnership ad).

Focus on testing the creative aspects of the video ad, while keeping other campaign settings consistent, for example, budgets, targeting, among others. This way, you can validate if adding a creator video to your campaign helped drive an increase in performance.