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Google AdWords for Videos – The Way Forward?!


We all talk about them. They makes us laugh. They inspire and teach us. I’m talking about videos here. Videos are a great way to initiate a genuine and natural connection with potential target customers. We share them and keep talking about them long after we’re done watching them.

Tapping into the world’s most popular video community – that’d be YouTube – offers you with a great advertising opportunity which you’ll often find has much cheaper keyword costs and less competition (depending on your industry of course). According to Google, on average a click or view is around 6 cents (around 3p). With Google AdWords, you’ll be able to use innovative ad formats and targeting tools, in order to focus on the right audience.

Hardfacts of AdWords for Videos

In easy terms, Google AdWords enables you basically to get your video ads displayed in the YouTube SERP itself or before, during, and after a video on YouTube, and the Google Display Network. The biggest, new upside of AdWords for video is that you’re able to use demographic targeting, in order to efficiently reach your targeted audience. And yeah, you might have noticed you don’t have that in your traditional AdWords campaign!

However, don’t get too ecstatic. AdWords has three basic targeting choices to offer you; namely by age, gender, and interests. Although they look pretty simple, that data can be quite useful, as you have much more control over who you display your advert to.

Google TrueView

TrueView video ads are a format of advertisement on YouTube, where you’ll only be charged if the viewer actually chooses to watch the ad rather than by impressions shared.  In the end it’s a win-win situation for the viewer and the advertiser – Viewers can choose ads, which might be relevant to them, and advertisers can track the engagement of your ad by primarily targeting exactly who you want to.

The data provided by TrueView can be quite helpful in terms of decreasing the cost per click/view over time. Keep an eye on that data on a weekly or daily basis, in order to interpret any fluctuations in your data set. Yeah, sounds pretty laborious, but you’ll get the hang of it sooner or later!

You can choose between three different ad formats: in-search, in-display, and in-stream. These three ad formats can influence how people engage with your ad and what they have to do from their end to access it.

  • In-Search Ads
    in search ad

Your ad appears above or next to the YouTube SERP, when users search for specific keywords – similar to PPC ads on top of the Google search results. The video automatically plays, when someone clicks on it. So, you’re only charged if the user clicks on your video and begins watching your ad.

  • In-Display Ad
    in display

These ads appear right next to another video on YouTube and is highlighted as an ad. Hence, viewers see your ad whilst they watch a relevant video. You don’t pay until the viewer clicks on your video ad.

  • In-Stream ad
    in stream

This is the most engaging ad format, which can play at the start, in the middle, or at the end of any YouTube partner video. YouTube partners are users who are approved to make money by displaying ads in their videos. As many of you know, most of the ads can be skipped after five seconds – unless you are intrigued to watch the full length.

You don’t pay unless someone has watched 30 seconds or more. If it’s under that time, you will pay when they watched the whole ad.

So, now we know all the different TrueView ad formats, but what actaually makes a good ad? Check out this one created by Nike. It was the best performing ad on YouTube in August 2013:

I mean, Nike already has amazing adverts and knows how to engage its viewers with flawless production, a good sense of humour, and a crazy array of sports stars praising their merchandise. It achieved around 8.7 million views that month – who says people on the internet don’t watch adverts, huh!

Here is a short list of what you should consider, when creating your advert:

  • The shorter the better – no longer than 60-90 seconds (especially with in-stream ads)
  • Free Impressions – Make an ad that’s around 35 seconds long and give your viewers all the essential information before it hits 25 seconds. The last part of the video can keep that information up before the 30 second mark. This can lead to a free impression if the viewer decides to skip it before the 30 second mark.
  • Have an in-search ad ready for your ad – Viewers will search your ad on YouTube, after they liked your ad. So, have an in-search ad ready!
  • Use creative visuals – Nowadays, advertisers use all sorts of creative visuals, in order to produce a captivating video advert. Making use of funny clips and animations will definitely leave customers talking about your ad.
  • Don’t burn all your money – If you want to run your campaign for a longer duration, then remember to set your daily spend to allow for it, before you run out of budget.
  • Using Annotations – Get interactive and use annotations, in order to produce a funny and animated advert.

Whatever you do as an advertiser, if you are capable of creating an advert which engages your viewers leaving them excited, happy, and talking about it, you’ve succeeded 50% of the job already. Try it out and comment below if you had any experience with YouTube video ads.


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