In Google’s wide array of formats across Google Ads, YouTube bumper ads have emerged as a powerful tool to enhance brand visibility within a concise timeframe. In an era where capturing the attention of viewers swiftly is pivotal, bumper ads serve as a concise yet powerful medium to convey your brand message. Here, we’ll dig in to the intricacies of bumper ads, outlining what they are, why they are essential, and how to set them up.

What are YouTube Bumper Ads?

YouTube bumper ads are short, 6-second video ads that play before a user’s selected video can be viewed. Due to their brevity, these ads are unskippable, offering advertisers a guaranteed way to convey a brief but impactful message to their target audience.

Designed to maximise reach and increase brand awareness, bumper ads are primarily used to complement larger advertising campaigns. They are particularly effective in reiterating messages or highlighting a brand’s unique selling points succinctly.

The Significance of YouTube Bumper Ads

In an online environment where users are inundated with information, the significance of YouTube bumper ads cannot be understated. Their brief nature allows brands to convey concise, focused messages, which can be an excellent way to capture and retain the viewer’s attention. Moreover, their unskippable format ensures that the message reaches the audience effectively, without being drowned out in the sea of online content.

Furthermore, bumper ads facilitate higher recall and recognition rates, enhancing the overall impact of your advertising strategy on YouTube, a platform known for its vast and diverse user base.

Benefits of Using YouTube Bumper Ads

Leveraging Bumper ads in your advertising campaigns can offer several distinct advantages:

  • Focused Messaging: Bumper ads encourage advertisers to craft concise, sharp messages. These hone in on the core value proposition or the most critical information.
  • Increased Brand Awareness: Due to their unskippable nature, bumper ads guarantee visibility, thus potentially increasing brand awareness and recall.
  • Cost-Effective: Bumper ads operate on a cost-per-thousand-impressions (CPM) basis. This makes them a cost-effective choice for businesses looking to enhance their reach without inflating their budget.
  • Versatility: These ads can complement various advertising strategies. Whether aiming to reinforce a message from a broader campaign or spotlight a specific product feature.

Setting Up YouTube Bumper Ads

Setting up your campaign is a straightforward process. Here are the steps to follow:

Step 1: Sign in to Your Google Ads Account

Navigate to your Google Ads account and click on the “Campaigns” tab in the left-hand menu.

Step 2: Create a New Campaign

Select Create campaign by clicking the blue “plus” icon and select the “New Campaign” option. Choose “Awareness and Consideration – Reach a broad audience and build interest in your products or brand” as your campaign objective.

Step 3: Select Video Campaign Type

Choose “Video” as the campaign type and then select the “Video reach campaign” campaign subtype. Then, depending on your goals, under “Select the ways you’d like to reach your goal” select either:

  • Efficient reach (Bumper, Skippable in-stream, or a mix) – this will reach more unique users at a lower cost with bumper ads, skippable in-stream ads, or a mix of both types.
  • Target frequency – this will reach the same people more than once with your choice of ad type – skippable in-stream ads, non-skippable in-stream ads, or bumper ads.

Step 4: Configure Your Campaign

Configure your campaign Budget, scheduling and Targeting. Note that your bid strategy can only be set to Target CPM here, with all other bid strategies unavailable.

Step 5: Create Your Ad

Upload your 6-second video – Note that Ad types are chosen based on the length of your video. There is no option to choose ad type otherwise. Add your call to action and Headline to accompany it.


In recent years we’ve seen the rise of short form content from platforms like YouTube shorts and TikTok. YouTube bumper ads are an invaluable tool for businesses aiming to consolidate their brand message concisely and powerfully. Should you have any questions or need further guidance, our expert PPC Agency team is here to help.