YouTube steps up roll out of Shorts ads

YouTube Shorts is launching ads for more advertisers as it transitions from beta to general availability. This marks the first time that marketers have the ability to select Short ads as a video format, integrate them with in-stream ads, and combine them with in-feed ads. While this feature is not yet available on all accounts, Google plans to roll it out to all advertisers in the coming months. This shift has excited many marketers, who see YouTube Shorts as a way to embrace new consumer demand for short-form video content, similar to TikTok and Instagram Reels.

To check if the YouTube Shorts ad format is available on your YouTube Ads account, you can go to Create Campaign, choose “Create a campaign without a goal’s guidance,” and select “Video.” If the feature is available, it will appear under the Video section in the Efficient Reach category.

Google Ads plans to expand this feature to additional video campaign formats in the near future. A Google spokesperson explained that while Shorts in Video reach campaigns are now available to all advertisers, YouTube Select Run of Shorts lineups remain in limited pilots. The new YouTube Select lineups are Shorts-specific, and advertisers can opt into either Shorts or other surfaces based on their preferences.

YouTube is encouraging advertisers to take advantage of solutions that enable them to achieve their goals fluidly across formats. Additionally, advertisers can read Search Engine Land’s guide to getting their YouTube Shorts noticed for tips and tricks for maximum engagement.

YouTube Shorts ads are a new and exciting opportunity for advertisers to diversify their campaign formats and reach consumers who are interested in short-form video content. As this feature becomes more widely available, advertisers will have the opportunity to create engaging Shorts ads and connect with their target audience in new and innovative ways.


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