Summary
The default buy flow for a Video view campaign is multi-format, and its performance benefit is that it can drive up views and consideration lift. A single campaign serves in-stream, in-feed and Shorts inventory together, so the bidding system can pick whichever format delivers the cheapest qualified view. Deselecting formats narrows the auction and typically raises your cost per view.
Nitin Batra is a Google Video Ads certified professional who plans and runs YouTube Video view, Video reach and Demand Gen campaigns for clients in Google Ads.
Last updated: August 23, 2026
When you set up a Video view campaign in Google Ads, the default buy flow is multi-format, which serves in-stream, in-feed and Shorts placements together so the campaign can drive up views and consideration lift.
- Single-format; it ensures 100% viewability on desktop.
- Shorts-only; it maximizes engagement through vertical-only views.
- Manual placement; it allows for exact channel selection.
- Multi-format; it can drive up views and consideration lift.
The correct answer is: Multi-format; it can drive up views and consideration lift.
Key Takeaways
- – The default buy flow in a Video view campaign is multi-format, and its benefit is that it can drive up views and consideration lift.
- – One VVC campaign serves skippable in-stream, in-feed video and Shorts together, and Google Ads picks the format per impression to win the cheapest qualified view.
- – Video view campaigns are built for the consideration stage and bid towards views, not impressions, so they sit between reach campaigns and action-focused Demand Gen or Video action campaigns.
- – You can deselect formats during setup, but doing so shrinks the auction pool and normally pushes your cost per view up, which is the most common mistake advertisers make with VVC.
What exactly counts as a view in a multi-format Video view campaign?
It depends on the format the ad served in. On skippable in-stream, a view is counted when someone watches 10 seconds or the full ad, whichever comes first. On in-feed video and Shorts, the view is counted at 10 seconds of watch time. Because the counting rules differ, always check the format breakdown before comparing cost per view across surfaces.
Can I turn off Shorts or in-feed inventory in a Video view campaign?
Yes, during campaign setup you can uncheck individual formats and run a narrower mix. Google Ads will warn you that this reduces reach. In practice, restricting formats limits the auction and raises the average cost per view, so only do it when a brand safety or creative aspect ratio requirement forces your hand.
How is a Video view campaign different from a Video reach campaign?
A Video reach campaign optimises for impressions and unique reach, usually on a CPM basis, and sits at the top of the funnel. A Video view campaign optimises for views at the lowest possible cost per view and is built for the consideration stage. If your goal is people actually watching the message rather than just being exposed to it, VVC is the right subtype.
What creative should I upload for a multi-format Video view campaign?
Upload a horizontal asset for in-stream and add a vertical or square version so your ad qualifies cleanly for Shorts and in-feed placements. Google Ads will serve what it has, but a landscape-only video on Shorts inventory performs poorly and pulls down your overall view rate. Adding the vertical variant is the single easiest fix for weak Shorts performance in a VVC campaign.