The Problem with Google Video Partners for Google Ads

Google video partners are additional websites and mobile apps where you can show your video ads, beyond YouTube.  That’s the good news. The bad news is that when you set up a Google Ads video campaign, the partner sites are default-enabled. Now, it’s not a problem to disable them — and generally you should — but if you’re still learning the ropes around Google Ads, and particularly their video ads, it’s a setting that could be missed, among the many settings that require decisions for every campaign.

Now, to be clear, it’s not that the video partners should never be used.

It’s just that if you are doing any advertising (video or otherwise) you should be testing and optimizing the settings as well as the video and messaging themselves. Hence, the basic idea is to minimize the variables to begin with and then test them when you’re ready.

In other words, the video partners should be tested separately than presenting your videos directly on YouTube. Find out for yourself if the video partners are increasing or decreasing your ad performance. Don’t just take Google’s suggestions, when their goals are different than your own.

You, of course, want to optimize your advertising so that it benefits your business the most with the least cost. And of course, Google wants you to spend more of your money with them.

They will tell you that it’s in their best interest to provide you a good experience so that you’ll continue to spend money with them. But the truth is, most new advertisers are not going to do a good job, which means you won’t be continuing your advertising, which also means they would like to generate as much revenue from you as possible, while they can.

The professional way to approach Google Video Ads or any advertising, is to test different messages, demographics, geographical zones and other targeting options, as well as the messaging, and test them all discretely and one at a time, so you can find out for yourself what is supporting your goals and what is not.

Don’t get me wrong, Google Ads and Google Video Ads are worthy of testing and for many businesses, Google can be an important channel for business growth.

But you’re better off going through a strategic, step-by-step testing process which will give you a stronger opportunity for winning.