Google Ads is introducing new features aimed at helping advertisers get more value from their video budgets. With updates to both video reach and video views campaigns, brands now have smarter tools to maximize visibility across YouTube formats like Shorts, in-feed videos, bumper ads, and skippable in-stream placements.
For businesses looking to boost awareness, the platform now offers three strategic options: efficient reach, non-skippable reach, and target frequency. Efficient reach uses bumper and skippable ads to reach the widest audience at the lowest cost.
Smarter video views strategy
Non-skippable formats guarantee that viewers see the full message, while target frequency ensures repeated exposure to the same audience over time. All options are designed to work seamlessly within a single campaign setup, saving time and budget.
Another major update centers on video views campaigns. These will now rely exclusively on multi-format video ads and a target cost-per-view (CPV) bidding strategy. Advertisers simply set their average CPV, and Google’s AI does the rest—optimizing placement and format to get the most views possible. This streamlined system can result in up to 40% more views for the same budget.
Optimizing for mobile delivery
To help ads perform better on mobile, Google Ads now uses AI to automatically generate vertical versions of horizontal videos, tailoring content for Shorts and other mobile-first placements. This feature is on by default but can be switched off.
With these changes, advertisers are encouraged to use both horizontal and vertical videos in multiple aspect ratios and resolutions to cover all available inventory. For brands aiming to scale video impact or marketers looking for expert help, hiring a Google Ads expert for hire or tapping into Google Ads management services could make all the difference in campaign performance and ROI.
