Big news! YouTube Shorts just got a major upgrade with the launch of Creator Partnerships in Google Ads. This new tool lets brands team up with YouTube creators to promote their videos directly through ad campaigns. If you’ve been looking for a way to add a personal, authentic touch to your campaigns, this could be a game-changer.

What’s Happening?

Google rolled out a new “Creator Partnerships” feature that allows advertisers to use YouTube creator content in their campaigns. Here’s how it works:

• Partnership Ads: You can now use videos made by YouTube creators as part of your ads. These are designed to improve performance by tapping into the creator’s audience and authentic style.
• Link Creator Content: To use this feature, you’ll link YouTube creator videos to your Google Ads account. Once linked, you’ll get access to:
  • Organic Metrics: View counts and non-paid performance data for the video.
  • Data Segments: Insights to help optimize your targeting.
• Available Globally: This feature works with all advertisers worldwide and is compatible with AI-driven campaign types like Performance Max (PMax) and Demand Gen.

Via Google Ads Commerce Blog

Google Ads also introduced a dedicated section to manage these partnerships. You’ll find it under:

Tools → Shared Library → Creator Partnerships.

From here, you can select creator videos that fit your brand and promote them directly through Google Ads.

This feature is rolling out over the next few months, so keep an eye on your Shared Library for access.

How Does This Affect You?

Utilizing Creator Partnerships could have some HUGE impacts on your advertising effectiveness. More and more of users’ time online has been dedicated to consuming short-form video like YouTube shorts and has even contributed to the buying process for a lot of consumers in 2024. Adding UGC as a part of your advertising mix will: 

• Build Trust: Featuring creator videos in your campaigns adds an authentic touch that resonates with audiences. People trust creators, and aligning with them can boost your brand’s credibility.
• Reach New Audiences: Tapping into a creator’s following allows you to reach a highly engaged audience you may not have accessed before.
• More Insights, Better Targeting: By linking videos, you’ll get access to additional metrics and data to help refine your campaigns and improve performance.
• Simplified Workflow: Managing partnerships right in the Google Ads interface saves time and makes the process easier to handle.

What’s Next?

1. Monitor for Rollout: We’ll keep a close watch on your Google Ads account to see when the Creator Partnerships section becomes available.
2. Strategize Partnerships: Once live, we’ll identify YouTube creators whose content aligns with your brand and audience.
3. Integrate and Launch: We’ll link relevant videos, incorporate them into your campaigns, and start testing for performance.
4. Track and Optimize: Using the organic metrics and data insights, we’ll fine-tune your campaigns to ensure they’re driving results.

We’re excited to use this feature to bring fresh energy to your campaigns! Want to know more about how YouTube Shorts Creator Partnerships can work for your brand? Reach out today, and let’s discuss how we can use this new tool to make your advertising even better.