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Google is rolling out a feature that automatically links Google Ads accounts with YouTube channels when the systems detect a strong data relationship between the two.
The goal is to give advertisers access to stronger audience signals — automatically.
Administrators of the channels and campaigns will receive an email 30 days before the link is created, giving them the option to opt out or link early. If no one opts out during the 30-day window, Google completes the link automatically.
Admins that can access both accounts can link immediately, and even after linking, either side can later unlink the campaigns or adjust permissions.
The goal is to streamline the advertising setup process and provide advertisers with easier access to audience data.
Simplifying the setup process, providing better audience data and improved performance insights are all part of the process by linking accounts.
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Google does not publicly provide information on the specific, proprietary signals used to determine how it identifies a “high-confidence connection” for automatic linking, but it would make sense if the signals are based on strong data relationships and entity connections that point to common ownership of both accounts.
Audience data from linked YouTube and Google Ads accounts is primarily used to create specific and engaged audience segments for targeted ad campaigns.
Google notes that linking accounts does not give the YouTube channel owner control of the Google Ads account, and does not allow the advertiser to modify or delete videos from the linked YouTube channel.
It also does not allow the Google Ads account to use videos from the linked YouTube Channel for campaigns. Video Ad Control (VAC) only prevents unlinked Ads accounts from doing this.
For those who turn off personalized ads on a YouTube channel, earned action reports and data segments will not be available for videos hosted there, and marketers can limit the YouTube channel so only linked Google Ads accounts can use it.
This setting is available for channels in the YouTube Partner Program.
Laurie Sullivan is a writer and editor for MediaPost. You can reach Laurie at lauriesullivan@gmail.com.
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