Google is testing Creator Partnerships for YouTube Shorts ads

Google is beta testing Creator Partnerships in Google Ads. This new feature lets advertisers find and promote high-quality YouTube Shorts featuring their brand.

How it works:

• Advertisers can discover Shorts videos from YouTube creators that mention their brand or products.
• The feature is powered by BrandConnect, Google’s creator marketing platform.
• Once enabled, Creator Partnerships can be accessed under the Tools section in the Google Ads interface.

Why we care. This tool enables brands to leverage user-generated content (UGC) and creator collaborations more effectively, potentially boosting ad performance and reach.

Between the lines. This move aligns with the growing trend of brands utilizing authentic, creator-driven content in their advertising strategies.

What they’re saying. Kevin Kaneria, who shared a screenshot of the feature on LinkedIn, highlighted its potential for easily linking and promoting creator videos directly from Google Ads accounts.

Bottom line. While in beta and available on an invite-only basis, Creator Partnerships could significantly impact how brands collaborate with creators and utilize short-form video content in their advertising campaigns.

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