YouTube has introduced follow-on views, a new optimization feature for advertisers using Demand Gen campaigns. This feature enables advertisers to reach users who are more likely to watch additional videos from the same channel after seeing an ad.

YouTube says follow-on views as "when people watch more videos from your YouTube channel after seeing your ad." It occurs when users click on or watch a YouTube ad and then decide to explore more videos from the same channel. 

A video of the Google Ads YouTube Engagement goal, changing "channel subscriptions" and "follow-on views" to "Primary action."

Instead of only tracking basic engagement metrics like views, clicks, or conversions, advertisers can now optimize campaigns to reach people who show signs of longer-term interest. Follow-on Views aims to encourage that second or third video view, rather than stopping at one interaction. The goal is to grow organic reach in the process.

How advertisers can activate follow-on views

Advertisers already running a Demand Gen campaign can activate this feature. They should go to their Conversions Summary, find Engagements, and select Edit Goal. There, they will see an option called YouTube Follow-on Views.

Advertisers can set follow-on views as the Primary action, which prompts YouTube to optimize the campaign toward users more likely to watch additional videos. Setting it as a Secondary action allows the system to report on follow-on views without optimizing for them.

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