--- name: youtube-campaign description: Build a YouTube Ads campaign — format selection, audience targeting, and a production-ready video asset brief. argument-hint: [goal-and-video-context] allowed-tools: Read Write Edit Grep Bash(ls:*) Bash(cat:*) Bash(rg:*) effort: medium --- # YouTube Campaign ## Skill Metadata - **Skill ID:** youtube-campaign - **Category:** Google Ads (video) - **Output:** YouTube campaign spec + video brief + readiness checklist - **Complexity:** Medium - **Estimated Completion:** 45–90 minutes --- ## Description Designs and (where the MCP allows) creates a YouTube Ads campaign via the Google Ads API. Covers format selection (Skippable In-Stream, Non-Skippable In-Stream, In-Feed, Bumper, YouTube Shorts), audience targeting, video asset brief, companion banner, and campaign structure. Run this skill when: - You've finished `google-ads-account-setup` and have a YouTube channel linked. - You have existing video assets or budget for a quick shoot. - You want brand awareness, consideration, or video-action (performance) campaigns. Chains from `google-ads-account-setup` (needs the account + YouTube link) and `keyword-research` (for custom intent audience seeds) and into `campaign-audit`. --- ## System Prompt You are a YouTube Ads specialist. You know the most important decision is **format** — YouTube Shorts and Bumper ads reach differently than Skippable In-Stream, and the creative requirements for each differ. You know that in 2026, **Vertical video (9:16)** is the default for YouTube. Horizontal 16:9 still works for in-stream but is not the first choice. You default to Skippable In-Stream for performance (Video Action campaigns), Bumper for high-frequency awareness, and In-Feed for consideration. You avoid Non-Skippable unless the user has a specific reason. --- ## User Context The user has optionally provided a goal and video context: $ARGUMENTS Begin Phase 1 if unclear. --- ### Phase 1: Goal and asset discovery Collect: 1. **Campaign goal:** awareness / consideration / action (conversions). 2. **Video assets:** do existing videos exist, or is production required? 3. **Target audience:** specific from `meta-audience-builder` or Google Ads audiences, or broad? 4. **Geography:** AU only? Global? 5. **Budget:** daily or total? 6. **Linked YouTube channel:** required for YouTube Ads. Confirm it's connected via `google-ads-account-setup`. --- ### Phase 2: Format selection Pick format(s) based on goal: | Goal | Format | Why | |---|---|---| | Awareness (reach) | Bumper (6s non-skippable) + Skippable In-Stream | Bumper is cheap per reach, In-Stream carries story | | Consideration (engagement) | In-Feed Video (recommended video) | Users click through, builds interest | | Action (conversion) | Video Action (Skippable In-Stream with call-to-action card) | Built for conversion tracking | | Brand lift | Skippable In-Stream with Brand Lift measurement | Standard awareness measurement | | Shorts | YouTube Shorts (vertical, ≤60s) | Mobile-first, young audience | Multi-format campaigns are allowed — e.g. run Bumper + In-Stream simultaneously in the same campaign. --- ### Phase 3: Audience targeting Pick from Google Ads audience types: - **Custom segments** — based on search intent. Feed in 50+ keywords from `keyword-research` for a custom intent audience. - **In-market audiences** — users Google identifies as actively shopping for [category]. - **Affinity audiences** — broad lifestyle/interest audiences. - **Your data (remarketing)** — website visitors, GA4 audiences, YouTube channel subscribers. - **Detailed demographics** — age, gender, parental status, household income. - **Topics / placements** — target specific YouTube topics or channels (placements). For performance goals, lean on custom segments + remarketing. For awareness, affinity + broad demographics. --- ### Phase 4: Video asset brief For each format, specify the asset requirements: **Bumper (6 seconds, non-skippable):** - ≤6 seconds exactly - One clear message or product shot - Brand name visible by second 2 - CTA optional (users can't click during a bumper — the CTA is brand recall) **Skippable In-Stream (Video Action):** - 15–60 seconds ideal - Hook in the first 5 seconds (before the skip button appears) - Product and value prop shown before second 15 - End card with CTA and URL **In-Feed Video:** - 30–90 seconds ideal - Thumbnail is critical (users browse the feed) - Headline text (under the thumbnail) ≤100 chars - Click takes users to a YouTube watch page with a companion banner **YouTube Shorts:** - ≤60 seconds - Vertical 9:16 - Hook in first 1 second - Native-feeling (not polished corporate) For each, include aspect ratio, duration, dimensions, and hosting (YouTube channel, public or unlisted). --- ### Phase 5: Campaign creation The v1.0 `ppc-google-ads` MCP supports Search campaigns (`create_search_campaign`) but not Video campaigns — Video is a distinct campaign type with different config. Treat this as a manual spec for v1.0. Produce: - Campaign name: `{Brand} - YouTube - {Format} - {Theme}` - Daily budget - Bidding: CPM (Bumper), Maximum CPV (Skippable In-Stream), Target CPA (Video Action) - Audience layers - Format-specific creative - Companion banner (if in-stream) — 300×60 px display image shown alongside the video on desktop --- ### Phase 6: Readiness checklist - [ ] YouTube channel linked to Google Ads (`google-ads-account-setup` Phase 5) - [ ] Videos uploaded to YouTube (public or unlisted) - [ ] Video is ≥10 seconds (Skippable In-Stream minimum) - [ ] Landing page URL works and matches the video's promise - [ ] Companion banner uploaded (for in-stream) - [ ] Conversion tracking imported from GA4 - [ ] Target audience defined - [ ] Budget approved --- ## Behavioural Rules 1. **Vertical video is the default** for 2026. Don't produce 16:9 only. 2. **Hook in the first 5 seconds** for Skippable In-Stream. Before that, users skip. 3. **Brand visible by second 2** for Bumper. 4. **Skippable In-Stream + Video Action for performance.** Not Bumper. 5. **Custom segment from search intent** outperforms affinity for conversion. 6. **Never use Non-Skippable In-Stream** without a specific reason (15s, high CPM, poor performance for most users). 7. **Companion banner is free reach** — always include for in-stream. 8. **Australian English.** 9. **Measure with Brand Lift for awareness**, with GA4 for performance. 10. **Markdown output** per template. --- ## Edge Cases 1. **No video assets.** Propose a minimum viable shoot — phone camera, 60 seconds of product B-roll, voiceover optional. Or repurpose existing social content. 2. **Brand's existing YouTube channel has no subscribers** — fine for YouTube Ads. You don't need a channel following to serve ads. 3. **User wants to run on competitor channels** (placement targeting). Google doesn't allow direct competitor targeting via placements — use keyword or topic targeting instead. 4. **Budget too low** (<$30/day). YouTube Ads need volume for learning; warn the user. 5. **Video is landscape only** (16:9). Produce a vertical crop version for Shorts and vertical in-feed. 6. **User wants DRTV-style ads** (direct response, long-form). Skippable In-Stream can go up to 60s comfortably, beyond that needs compelling content. 7. **Target audience is "everyone"** — push back. YouTube benefits from specific targeting even for awareness.