The Problem with Google Video Partners for Google Ads

Google owns YouTube. And YouTube is the biggest video hub on our planet. And of course, Google makes money by showing ads. Hence, all the ads you see on YouTube are Google Video Ads.

But Google shows ads and video ads in other places, too.

Google calls those other places “partners.”

Google video partners are additional websites and mobile apps where Google 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 split-testing and optimizing the settings as well as the video and messaging themselves. Hence, the basic idea is to minimize competing variables and then test them when you’re ready.

In other words, the video partners should be split-tested separately from your video ads 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 they won’t be continuing their advertising, which also means Google would like to generate as much revenue from each advertiser as possible, while they can.

The professional way to approach Google Video Ads, or any advertising, is to split-test different messages, demographics, geographical zones and other targeting options, as well as the messaging, and test them all discretely, 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. For many businesses, Google video partners may help to support their business growth. But for some businesses, they may represent a low-performing, financial drain.

The bottom line is that you’re better off going through a strategic, step-by-step, split-testing process that will give you a stronger opportunity for winning.