Demand Gen Creative Preferences: Route Every Video to the Right Format

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1. Treat creative preferences as routing metadata

The operational objective is to preserve why a particular video exists and where it is supposed to run.

Google Demand Gen creative preferences allow individual videos to be associated with in-stream, in-feed, and Shorts formats. Google describes in-stream as video shown before, during, or after another video; in-feed as placements that include YouTube Home, Search, and Watch Next as well as Discover and Gmail feeds; and Shorts as YouTube’s short-form feed. These environments create different viewing contexts, so the placement decision belongs in the creative brief rather than being left to the person building the ad. Google Ads Help

Aspect ratio is only one input. A vertical export does not, by itself, prove that the video was assigned to Shorts. The routing record also needs to capture the intended format, live Google Ads selection, runtime eligibility, version, and exact YouTube upload. This distinction prevents a production instruction such as “make this vertical” from being mistaken for a completed media-platform configuration.

Google states that all formats is the default. It also says that when an ad contains only one video, that video serves across all formats. For complete routing control, every format needs an assigned video, or one video must be deliberately assigned across all formats. That makes “all formats” a valid decision when intentional, but an unsafe placeholder when nobody has reviewed it. Google Ads Help

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2. Make the routing decision before resizing or editing

Assign one of four routing states to every concept: in-stream only, in-feed only, Shorts only, or all formats by design.

Start with the role of the video, not its dimensions. Record the expected viewing context, the idea that must land in the opening, the desired action, and the landing page. The editor can then make a version for that context rather than cutting one master and assuming each crop will communicate equally well.

Use “all formats by design” only when the same opening, composition, runtime, CTA, and message are acceptable in each selected environment. If the concept needs a different opening or framing for one placement, create a separate version and preserve the relationship through a shared concept or creative-family ID.

Teams that repeatedly use the same definitions can document them as reusable ad types. This gives brief writers, editors, and uploaders a shared interpretation of phrases such as “Shorts-native product demonstration” or “in-stream offer cut.” See Choosing Creative Format and Managing Your Ad Types for ways to structure those decisions.

1. Assign a stable concept or creative-family ID.
2. Choose the intended Demand Gen format before editing starts.
3. Specify the opening treatment, offer, CTA, and destination.
4. Decide whether the concept needs separate placement-native renders.
5. Mark all-formats routing as an affirmative choice, never as an empty default.

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3. Build a routing sheet that separates intent from live state

The sheet should record both what the team intended and what is currently configured in Google Ads.

A useful routing record must survive filename changes, handoffs, and new renders. Do not use a filename as the only identifier. Keep a stable asset ID for the creative unit, then add a version such as V01, V02, or V03 for each materially different export.

Use the following fields as a starting template: | Field | What to record | |---|---| | Asset ID | Stable identifier that remains consistent across handoffs | | Concept or creative family | Parent idea connecting alternate cuts and crops | | Intended format | In-stream, in-feed, Shorts, or all formats by design | | Aspect ratio | 16:9, 1:1, 4:5, or 9:16 | | Runtime | Exact video duration | | Opening treatment | Product-first, problem-first, creator hook, offer reveal, or another specific description | | First-five-second event | What viewers see and understand in the opening | | Sound-off check | Whether the essential message remains understandable while muted | | On-screen text or captions | Text treatment carrying essential narration or claims | | CTA intent | The action the edit is designed to prompt | | Copy set | Headline and description version paired with the video | | Final URL | Approved landing page | | File version | Controlled version label such as V03 | | YouTube URL or video ID | Exact upload selected in Google Ads | | Approval status | Draft, creative-approved, compliance-approved, or ready to upload | | Upload owner | Person accountable for the YouTube and Google Ads steps | | Campaign, ad group, and ad identifiers | References needed to find the live configuration | | Intended assignments | What the brief requires | | Live assigned formats | What the verifier sees in Google Ads | | Last editing method | Google Ads UI, Ads Editor, API, or another tool | | Verification owner and timestamp | Who checked the current live state and when |

The intended-assignment and live-assignment columns should remain separate. If they disagree, the sheet should show an unresolved exception rather than allowing one column to overwrite the history. A centralized record can be managed in a spreadsheet or in ad creative management software; the essential requirement is that everyone checks the same current record.

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4. Produce versions for the intended viewing context

Use placement-aware editing criteria, while remembering that dimensions alone do not determine delivery.

For in-stream, a horizontal 16:9 version is a practical starting point. Google says viewers may skip an in-stream video after five seconds, so record what the audience will see before that point. Google also says videos must be at least five seconds, while videos shorter than 10 seconds cannot serve in YouTube in-stream inventory. If in-stream delivery is required, runtime belongs in the eligibility check. Google Ads Help

For in-feed, review the opening frame at feed size and without relying on narration. Google’s specifications say YouTube Home, Discover, Gmail, and Google Display Network contexts default to muted playback. Captions, product visibility, and an understandable opening can therefore be part of the production specification rather than last-minute additions. Google Ads Help

For Shorts, begin with a native vertical composition where possible. Google supports 16:9, 1:1, 4:5, and 9:16 video orientations and recommends 1080×1920 for 9:16; it specifically recommends 9:16 for Shorts. Shorts viewers may skip at any time, so the routing sheet should identify the immediate visual hook rather than merely saying “use the standard intro.” Google Ads Help

Google recommends 1920×1080 for 16:9, 1080×1080 for square, 1080×1350 for 4:5, and 1080×1920 for 9:16. These are production references, not guarantees that a video will serve in a particular format. The live preference selection, coverage, runtime, and asset eligibility still have to be verified. Google Ads Help

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5. Lock the approved render to a specific YouTube identity

Do not hand off an approved filename without recording the exact YouTube upload used in the ad.

Google requires Demand Gen video assets to be uploaded to YouTube. An unlisted YouTube video can be used when the advertiser does not want the video publicly visible on the channel. Once the approved render is uploaded, add its YouTube URL or video ID to the routing record before campaign setup continues. Google Ads Help

If an editor changes the hook, CTA, offer language, runtime, crop, or other material element, create a new controlled file version. When that new render is uploaded, record its new YouTube identity. Avoid silently treating a new upload as though it were the previously approved asset.

The upload owner should confirm the file version, runtime, aspect ratio, approval state, and destination before selecting the video in Google Ads. This creates an accountable handoff between creative production and campaign configuration.

1. Approve the render and record its controlled version.
2. Upload that exact version to YouTube.
3. Copy the resulting URL or video ID into the routing sheet.
4. Match the ID—not just the title or thumbnail—during ad setup.
5. Create a new version record when the creative itself changes.

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6. Configure and preview creative preferences in Google Ads

Build the live assignment from the routing sheet, then inspect every selected format before saving.

Google’s documented workflow is to add the approved videos, enable “Choose where your videos show,” and select the intended format for each video. An asset that does not meet a format’s requirements cannot be selected for that format. Google recommends changing the preview from By Property to By Format before saving. Google Ads Help

Coverage is part of the check. Confirm that in-stream, in-feed, and Shorts each have an assigned video, unless a video is deliberately assigned to all formats. Google notes that it may use another video in a format without a selected preference when format coverage is incomplete. Google Ads Help

The preview review should cover more than framing. Compare the selected YouTube ID, headline or copy set, CTA, final URL, logo, product context, and offer with the approved routing record. If the format preview exposes an awkward crop, unreadable text, or a message mismatch, return the asset to production instead of documenting the problem as approved.

1. Create or edit the Demand Gen video ad in Google Ads.
2. Add the approved YouTube videos by their recorded identities.
3. Enable “Choose where your videos show.”
4. Assign every video to its intended format.
5. Confirm complete format coverage or an intentional all-formats assignment.
6. Add the approved copy, logo, CTA, and final URL.
7. Switch the preview to By Format and inspect each selected format.
8. Save, then record the live assignments and verification timestamp.

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7. Run independent prelaunch routing QA

The verifier should compare the live ad with the routing sheet rather than relying on filenames, thumbnails, or memory.

Use a two-column comparison: intended state versus observed live state. The verifier should be able to locate the campaign and ad from the recorded identifiers, inspect the exact YouTube IDs, and confirm that no video has an unintended all-formats assignment.

Treat any mismatch as a blocked launch item. A correct aspect ratio does not compensate for an incorrect preference selection, and a correct preference does not compensate for an outdated video ID or destination.

1. Confirm the selected YouTube video ID for every asset.
2. Check aspect ratio and runtime against the approved version.
3. Confirm the intended in-stream, in-feed, Shorts, or all-formats selections.
4. Check that all three formats have deliberate coverage.
5. Inspect each By Format preview.
6. Verify accompanying copy, CTA, final URL, logo, and product context.
7. Confirm there are no asset-ineligibility warnings.
8. Record the verifier, timestamp, and observed live assignments.

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8. Reverify after Ads Editor, API, bulk, or external-tool changes

Any external campaign edit should automatically reopen the routing QA task.

Google currently warns that modifying ads with creative preferences through Google Ads Editor or the Google Ads API can remove the preferences and cause every video to revert to all formats. This makes post-change verification a required control, even when the change appeared unrelated to video routing. Google Ads Help

Add a “last edited through” field and require the person making the change to identify the tool used. After the change, a designated owner should open the ad in the Google Ads interface and compare the live selections with the routing sheet. Do not close the change request based only on a successful bulk upload or API response.

Use a simple status rule: external edit means routing unverified; direct inspection in Google Ads restores routing verified. This keeps the workflow understandable without requiring the creative team to diagnose how a particular tool handled the preferences.

1. Open the affected ad in the Google Ads interface.
2. Confirm “Choose where your videos show” remains enabled.
3. Verify every video’s format assignment.
4. Check that no asset reverted unintentionally to all formats.
5. Confirm complete format coverage.
6. Review the By Format previews again when assets or copy changed.
7. Add the verification owner, timestamp, and observed live state to the routing sheet.

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9. Close the loop with placement-specific creative observations

Evaluate a concept by placement before turning a result into a reusable creative rule.

Google Ads reporting can be segmented by ad format to distinguish YouTube in-stream, YouTube feed, and YouTube Shorts traffic. Google’s Demand Gen reporting documentation also describes video-level asset metrics and audience-retention reporting. Keep that media evidence in Google Ads, where the delivery and performance data originate. Google Ads Help

Google’s asset-reporting documentation explains that Demand Gen asset reports can show asset-level performance information. Use those reports to investigate versions, but avoid converting one result into a universal rule without repeated evidence. Google Ads Help

Write observations in a placement-specific form: “The product demonstration opening retained attention better in this Shorts test,” “The offer appeared within the first five seconds of the in-stream version,” or “The creator narration needed captions in the muted feed preview.” Include the asset ID, placement, date range, and relevant ad-platform reference so the observation can be traced back to its evidence.

Media performance remains in the ad platform and ATIYO preserves creative context and learnings. ATIYO can organize the roadmap, brief, brand context, assets, iterations, routing decisions, and reusable observations around a creative family. It does not connect to ad accounts, buy media, calculate ROAS, or know performance unless a user records it. If scattered briefs and version histories are causing routing errors, start a card-confirmed seven-day ATIYO trial; billing begins afterward on the selected plan.