Google AdWords for Video – Overview
Since we have started covering AdWords, and the benefits of advertising on their network, we have only covered the basics. Today I will be going over their Video Ads and the awesome power of a simple video ad. AdWords for video allows you to show your ad, in the YouTube search results, before, during, or after videos on YouTube.
Video Ad Branding
Video ads are a great way to brand your company because your ad shows for at least 5 seconds. Those first few seconds are crucial and getting your point across is important. Even if the viewer clicks “Skip Ad” you have still shown them your logo or company description. This helps in assisted conversions or Re-Targeting. If you think from the viewer standpoint, all you really need are 5 seconds. I know if something catches my eye then I’m going to do the research myself. So, in terms of “Branding”, think about what is going to grab your viewer and bring them to your website.
In-Stream Video Ads:
These ads play at the beginning, middle, or end of the YouTube video you are watching. You will post your videos targeted to a keyword or phrase that has to do with your content. For example, if your offer tutoring for math, you may want to place your video associated with the keywords “Math Tutor” or “Math Made Easy”. This will also only show your video to the geo-targeted area you choose. If you are located in Jacksonville, FL then you won’t want to waste your ad by showing on the west coast.
In-Search Video Ads:
After you type in the keywords of the video you wish to see on YouTube, these ads show at the top of the results. This is a great option for video placement because it is the first video they see. Your account isn’t charged unless someone clicks that video.
In-Display Video Ads:
While you are watching your video or videos, these ads show on the right side in the list of videos. I know I use YouTube often because I am a visual learner. These ad placements are excellent to catch the attention of someone like me. More often than not I don’t realize which ones are ads and which ones are regular videos.
Things to keep in mind:
1. The Shorter the Better
In an article recently written by The Huffington Post, videos can be played, understood and contextualized in as little as 3 seconds. 55% of all mobile sessions last less than 30 seconds.
2. Set The Correct Key Terms
This is a very important part of posting your video ad. If you are posting a video about how to make a homemade pie, you don’t want it to show under cakes. The best way to created and post a video ad is to be as specific as possible with your content. Then when you choose your key terms, make those as specific as possible. That way you know when someone is watching your video, it’s a quality view.
3. Repurpose Existing Content
If you don’t have a video production crew on call, and most of us don’t, utilize old videos. You may have a video that you made a few months ago that talk about what you want to post an ad for. This is perfect because you can cut out the content in a matter of seconds. All you need is about 10-15 seconds worth of material.
Remember, the video ads are here to stay and the more you use it to your benefit, the better interaction rate you will see.