Google Ads is a powerful advertising platform that became very popular because of the search campaigns it provides. However, over the past few years, the CPC to drive someone to the website from Google search has increased, making marketers around the world searching for more cost-efficient ways to communicate their message with their audience.
Google is an excellent video advertising tool as well, allowing businesses to reach a wider audience and communicate through targeted and effective campaigns. In this article, we'll explore:
- Why you should consider using Google Ads for your video advertising needs
- How to set up your account to get started
- 5 tips on how to run a successful video ad campaign
First, let's talk about the benefits of using Google Ads for video advertising before we dive into how to get started.
Why you should use Google Video Ads for your business
One of the major advantages is the ability to reach a large and diverse audience. Google Ads allows you to target specific demographics, interests, and locations, such as age, gender, income, interests, etc, ensuring that your video ads are seen by the right people. This targeted approach can help increase the effectiveness of your campaigns, while making it easier to achieve your marketing objectives.
Another benefit of using Google Ads for video is the ability to track and measure the performance of your campaigns. Google provides detailed analytics and reporting tools, allowing you to see how your ads are performing and make any necessary adjustments to optimise your campaigns. This level of insight can help you make informed and calculated decisions about your advertising strategy and budget.
How to get started
So, how do you get started with Google Ads for video?
First, you'll need to create a Google Ads account, and link your Youtube account.
From there, you can set up a new campaign and then choose your objective.
To be eligible for a video campaign you need to choose either “product and brand consideration” or “brand awareness and reach”. You can also choose to continue without an objective, but we do not suggest using this option, since the algorithm won’t be able to optimise, in order to give you the desired results.
Next, you'll need to select “Video” and then you must choose a campaign subtype:
Each objective will give you different campaign subtypes, but these are the 4 available:
- Video reach campaign
- Ad sequence
- Influence Consideration
The cool thing is that you get to choose whether you want your ad to be skippable or not, which is a strong feature.
Moving on, you need to set the duration of your campaign, your budget and the targeted location.
The last step is to choose your target audience and then insert the URL of the YouTube video you want to show to the potential customers. Some of the available targeting options are gender, age, parental status, income, keywords used, topics and placements.
After finishing all the above you need to set your target CPM bid, which is the average amount you're willing to pay for every thousand times your ad is shown.
After you have set up your campaign you need to keep an eye on the key metrics, while also trying to find ways to improve the performance.
5 Tips for a successful video ad campaign on Google:
- Start with a clear and concise message
Your ad should convey your unique value proposition quickly and effectively, so that viewers understand what you are offering and why they should care.
- Use high-quality video footage
While this seems pretty obvious it’s a key element of any successful video campaign. Use high-quality video footage to make your ad stand out and grab viewers’ attention.
- Use a compelling call to action
Your ad should encourage viewers to take a specific action, whether it's visiting your website, signing up for a newsletter, or booking a seat to a live webinar. Make sure your call to action is clear and compelling.
- Test, test, test
It’s almost impossible to find the best-performing ad from the very first time, so it’s really important to experiment with different versions of your ad to see what works best. You can change the first scene of your video, the marketing angle, or the call to action to see what better attracts your audience.
- Keep it short
People have short attention spans, so it's important to keep your video ad short and to the point. Aim for a length of 30 seconds or less. You can always test different ad duration to see what works best.
In summary, Google Ads is a powerful tool for video advertising that allows you to reach a targeted audience, track the performance of your campaigns and make informed decisions about your advertising strategy. If you're not already using Google Ads for your video advertising needs, you’re missing out on a huge advertising opportunity that is worth giving a try.