Digital Reach
By Digital Reach | SEM | August 22, 2016

Video Ads – The Other Option

Google Pay-Per-Click offers many different kinds of advertising. Traditionally know are the search and display networks. One that’s often overlooked and forgotten are video advertising.

Many marketers have yet to discover Google AdWords for video, and this presents a great opportunity. With AdWords for video, you’ll often find less competition and much cheaper keyword costs. Of course, costs will vary greatly depending on your industry and keyword focus, but on average, they are about 6 cents per view or click.

Here are some of the facts you need to know to run a successful AdWords video campaign:

Video Ads on AdWords – A Quick Overview

AdWords for video are video display ads in the YouTube search results, or before, during, and after videos on YouTube and the Google Display Network. Unlike a traditional AdWords campaign, AdWords for video lets you use demographic targeting to more efficiently reach your audience.

The targeting options are fairly basic, but they are still useful.

Google TrueView – Three Types of Ads

A typical AdWords campaign charges you when someone clicks on your ad. For videos you are charged only when a video is actually viewed.

The three formats offered in TrueView are in-stream, in-search, and in-display. Each works a bit differently, and those differences are worth noting, as they influence how people come into contact with your ad and what they must do to access it.

In-Stream: Ads play at the beginning, middle, or end of YouTube partner videos (partners are any YouTube user that has decided to make money by displaying ads in their videos). Viewers have the option to skip the ad after 5 seconds. If the video ad is 30 seconds or longer, you’re charged once the ad reaches the 30-second mark. With shorter ads, you’re charged only if the entire video runs.

In-Search: Ads are displayed in search results when specific keywords are searched and aren’t played until someone selects the video. You’re charged once the user clicks to play the video.

In-Display: Ads appear next to other videos on the YouTube Watch page and are labeled as an ad. You’re charged once the user clicks to play the video.

It’s also worth noting that a single advertisement may appear in any number of formats, allowing you to test which works best for your product, business, or service.

Video Ad Tips and Tricks

Shorter is better.

If you read my last blog, you’ll remember I talked about the attention span of humans. We are now down to 8 seconds. That’s how long you have to grab someone’s attention, so keep your video short. (Short means no longer than 60-90 seconds.) This is especially the case with in-stream ads where users have the option of skipping your ad before watching the video they originally selected.

1.Focus your video to the specific keywords you’re targeting.

If you aren’t presenting your content to the right audience, then you might as well not even bother creating an ad. You can produce the greatest video ever made, but if it’s not relevant to the viewer, they are not going to pay attention.

One way to make sure your videos are relevant to the viewer is to create unique videos for each of your keyword groups. Is the user interested in sending their child to a coding camp or are they interested in an at home coding course for their child?  You should have videos for each of these types of search terms.

2.Testimonials are powerful. If you have them, use them.

Just like gold star reviews on the search network, “likes” on youtube can boost your position at a lower cost-per-view. People can be cynical, and if you’re speaking about your own company or product in an ad, a viewer’s initial inclination is to be skeptical. But generally, if another person is recommending a product, it carries more weight.

There are many ways to utilize customer testimonials in a video. You could conduct video interviews with customers and use these clips as the focus of your ad, take customer quotes and overlay the text in your video to reinforce messaging, or create a customer logo wall and display the images in your video. You can even have your customers record their own testimonials.

3.Leverage existing content.

You don’t always need to make new videos. There are countless ways to repurpose your existing videos. Maybe you recently spoke at a conference. You could easily turn that presentation into a how-to or educational video that teaches the audience about something they’d be interested in.

As both Facebook and YouTube have shown, the future of content is in video, and video ads will most likely become the future of advertising. Make sure your account is setup properly today – if need help, just reach out and we’ll be happy to get you moving in the right direction.

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In the time it takes to read this sentence, you could be on your way to a well-oiled demand generation machine. Ready for your blueprint?

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