Google Ads is stepping up its video game with a brand-new video option in the assets section, and it’s a total game-changer. This update simplifies how advertisers like you upload and manage video content while signaling Google’s not-so-subtle message: video is the future of digital advertising. If you haven’t already embraced video, now’s the time. Let’s break down what’s happening, why it matters, and how you can get ahead.

What’s Happening?

Until now, adding videos to your Google Ads campaigns was kind of a pain. They were hidden in the Shared Library, which made the process clunky and harder to scale. That’s all changing. With the new Video option in the Assets section, Google has made it much easier to upload and incorporate video content directly into your campaigns.

Via Craig Graham on LinkedIn

Here’s the kicker—this feature is still in limited rollout, but once it’s fully available, you can expect video to become even more central to Google’s ad strategy. This update ties into Google’s broader plan to boost video placements across platforms like YouTube, Discover, and Gmail, ensuring your ads get more visibility.

Why This Matters

This isn’t just another tweak to the Google Ads interface—it’s a shift that could transform your campaign performance with broader adoption of video. Here’s why:

• Streamlined Access: No more digging through the Shared Library. Now, you can quickly upload and manage your video assets, saving time and encouraging experimentation.
• Enhanced Performance: Videos grab attention, boost click-through rates, and stand out in the crowded ad space.
• Wider Reach: With video gaining priority across Google’s platforms, your ads will have more opportunities to show up in high-traffic areas.
• Increased Competition: As it becomes easier to get video content into Google Ads, expect competition to rise in these mediums. This may drive up costs and lower CTRs. 
• Adapting to Big Changes: Video Action Campaigns are on their way out, set to be replaced by Demand Gen campaigns in 2025. This new video feature gives you a way to stay competitive and ahead of the curve.

What Should You Do?

If you want to take advantage of this shift, here’s the playbook:

1. Start Testing Video: If you’re not using video in your campaigns yet, now’s the time to jump in. Create short, engaging clips that highlight your products or services in a way that grabs attention fast.
2. Track Your Metrics: Keep an eye on performance data like click-through rates and conversions. This will tell you if your videos are resonating with your audience—or if it’s time to adjust.
3. Keep It Simple: You don’t need a Hollywood budget. Authentic, straightforward videos often perform just as well (if not better) than polished productions.
4. Stay in the Loop: Google is all-in on video, so expect more updates to roll out soon. Keeping up with these changes will help you maximize your ad potential.

Let’s Chat

Google Ads’ new video feature isn’t just a cool update—it’s a signal that video is becoming essential for successful campaigns. If you’re ready to build a video strategy or optimize your current campaigns, we’ve got you covered. Reach out today, and let’s make sure your campaigns are ahead of the curve!