Aligning your video content with your paid search campaigns is about to get much easier. Google is rolling out an update to streamline how advertiser accounts connect with YouTube, providing you with powerful performance and targeting insights. Here’s a look at what’s changing and what you can do to prepare.
What’s changing within Google Ads and YouTube?
From 10 June, any Google Ads account that isn’t already linked to a corresponding YouTube channel will be connected automatically. Previously, you had to link the two accounts together manually; however, this new update means you don’t need to take any action for the accounts to link.
Essentially, this new change means Google is making video engagement data and advanced audience tools a default feature of your ad dashboard, rather than an optional add-on.
How automatic account linking benefits your business
Recent data from the Australian Communications and Media Authority (ACMA) tells us that over 90% of Australian adults stream online video weekly, with YouTube consistently ranking as one of the country’s most used digital platforms. By automatically connecting the two platforms, Google makes it easier to understand your YouTube audience and how you can better target them for conversions. Other benefits this update offers include:
- All your data in one place: You’ll be able to view organic video metrics, like view counts and audience retention, right alongside your paid campaign stats, without needing to toggle between separate management tabs.
- Smarter retargeting audiences: You can easily build custom audience segments based on people who have engaged with your YouTube videos, liked your content, or subscribed to your channel.
- Deeper conversion insights: This update allows you to seamlessly track earned actions, such as organic views, likes or subscriptions driven by your ads. This gives you a clearer picture of how your video content contributes to long-term return on ad spend.
What should I check following the rollout?
While Google has handled the technical integration, there’re a few things you can do to make sure everything is running smoothly, including:
- Audit your connected emails: Make sure the YouTube channel tied to your primary business email or Google Manager Account is actually the channel you want linked to your ads.
- Review channel content: Ensure your public video library and channel assets accurately reflect your active brand messaging.
- Decide if you need to opt out: If your YouTube channel is used solely for internal hosting or isn’t intended for advertising support, you can review your account settings and unlink them manually.
If LEP Digital currently manages your Google Ads, you don’t need to worry about these checks, as we’ll manage these changes on your behalf. If you’d like support managing your Google Ads, please send us a message.
