Google Video Ads – All You Need to Know

By Terrance G Kern on November 23, 2018

Google Video Ads

Increased competition for keywords, has seen traditional Google AdWords campaigns become more and more expensive to run. Fortunately, Google AdWords for video gives you a chance to achieve better marketing results with lesser competition and lower costs. Costs vary significantly based on the industry you are in and your keyword focus, but average about 6 cents for each click or view.

How do AdWords for Video Work?

Google gives you the chance to place ads before, during, or after.  Other targeting options of video ad targeting are gender, age, and interests. With this, you will have a lot of control on the person seeing your video ad.

er YouTube videos. You can also place your video ad on YouTube’s search results and on Google’s Display Network.

You can use a demographic targeting with your Video AdWords to reach your audience eGoogle TrueView – 3 Types of Ads

Google TrueView ensures that you do not pay for your video ad until a user actually views it. TrueView’s greatest strength is the feedback it gives you as an advertiser. It tells you who the users are, where they come from, and informs you whether they watch your ads. Interpreting this data will help you make an informed keyword and targeting decision for your ads. Eventually, you will successfully reduce your view over time or cost per click.

TrueView offers three formats. Each of these works differently and their differences are worth to note because they will influence how viewers will contact your ad and what they need to do in order to access the same.

 

  • In-Stream

 

Here, your ad plays at the start of YouTube partner Videos, in the middle, and at the end.

Partners are users who have decided to make money from YouTube by having ads displayed on their videos.

On these, a viewer can skip the ad after 5 seconds. When your video ad plays for 30 or more seconds, you are charged for the ad. If your video ad is shorter, you will only be charged for it if the entire video plays.

 

  • In-Search

 

Your ads will be displayed in search results when someone searches for a YouTube video using a specific keyword. The video does not play until someone clicks the video, and you only will be charged when the user plays the video.

 

  • In Display

 

Ads here appear next to other YouTube videos and are labeled as ads. You only get charged when a user clicks to play your ad video. A single ad could appear in many formats, and this enables you to test to know the one that works for your business, product, or service.

When are AdWords for Video Good For You?

There are numerous benefits associated with ads for video. However, they might not be a good option because of:

 

  • Demographics

 

In case your target audience does not watch videos, then you need not to waste money on video ads. However, almost every online user watches video, and the chances that video ads will not be viewed are minimal.

 

  • When Click-Through Rates for AdWords are Low

 

A low click through for your videos could be caused by a number of reasons. First, you could be targeting the wrong audience, and the viewer could not have an interest in your messaging. When using in-stream video, the user could let your ad play to completion, even though he might have no interest in it. As a result, this will not result in a click-through.

 

  • When Your Video is not Interesting

 

Your ad video should be well done and catchy. You should not waste any of your cash paying for an unattractive video, but should instead consider gaining video production skills or hiring a professional for it.

 

  • When You do Not Have In-House Expertise

 

It’s important you weigh your in-house expertise and compare the amount you will pay creating a video, and that you would to write a traditional AdWords ad. Which gives you a higher return on investment?

Tips for Creating a Great Video Ad

Good performing ads are those that give real value to the person viewing. How do you achieve this?

 

  • Make it Short.

 

People get easily bored and with busy schedules, our attention spans are very short. Unless the content in your ad must be longer, your video should not exceed 60-90 seconds.

 

  • Focus Your Video Ad to the Exact Keywords You are Targeting.

 

Be focused on your keywords and constantly test them. If your budget is small, you should remove all non-performing keywords. Have unique videos for all your keyword groups for better results

 

  • Leverage on Testimonials

 

When speaking about your own product or company in your ad, the viewer can be quite skeptical. However, a recommendation of your product by another person carries a lot of weight. You can surface customer testimonials for your video ads from interviews with customers, or ask your customers to record testimonials.

 

  • Your Messaging Should be Consistent and Purposeful

 

Identify who your YouTube audience is, and know why they are watching. Even before starting the creative process, you should do this analysis for sure results. For example, create a humorous video for a target group that relates to the content. Ensure consistency by synchronizing your landing page with the video ad messaging. Avoid just linking users to your home page from your video. When consistent, you will generate a good return on investment quite easily.

 

  • Leverage on Existing Content

 

Reproduce already available marketing content. For example, you can turn a presentation you did at a conference to an educative ad video.

Wake Up Call!

With YouTube alone having 17% of all North America’s online traffic, it’s safe to say that video dominates a huge portion of the web, and Video ads are one incredible way to attract customers to your business. While Video audience is huge, ad marketers have been slow in adopting video campaigns online, and this gives you lesser competition than would be the case when using traditional AdWords ads. Hesitate no more and let video ads make your brand, business, product or service stand out!

 

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