The Secret To Google Ads Success – Video!

May 29, 2019

If you’re using Google Ads as a way of generating new leads, driving traffic to your website or just generally raising awareness of your business in the area, you may have noticed something. Over the last few years, competition has been getting fiercer. As more businesses understand the benefits of Google Ads (and how to use them), competing for keywords has become a bloody battle, with the winner usually being the company with the most advertising budget to throw at it.

So you might be wondering, what the point in carrying on with it is, and why you should keep throwing money at Google Ads when it’s getting pricier and pricier to come out on top? Well, today we wanted to share with you our secret weapon in the Google Ads race – one that you can use to help improve your Google Ads results, without spending more on keyword battles. Video.

What Is Google Ads For Video?

You might think we’ve gone a bit batty – after all, Google AdWords is all about text and landing pages, isn’t it? I’ve never seen a video Ad, have I? Yes, you probably have – but the good news is that many marketing people haven’t quite jumped on the video bandwagon when it comes to Google AdWords for video, which makes it a huge opportunity for those who do.

Here at Ginger we also run Google Search Ads to landing pages that we build ourselves, on which we have added bespoke video that ties in with the text ads.  This gives an extra boost to the posts and Google loves it!

Here’s a quick rundown of what it’s all about in the words of Google Guru Neil Patel:

“AdWords for video enables you to display video ads in the YouTube search results or before, during, and after videos on YouTube and the Google Display Network. Unlike a traditional AdWords campaign, with AdWords for video, you can use demographic targeting to more efficiently reach your audience. The targeting options are fairly basic (age, gender, and interests), but still, they are useful. This is the biggest advantage of using AdWords for video, as you have much more control over who sees your advertisement.”

The tool you use to create Google YouTube Video Ads is called ‘TrueView’, and it’s built on the same platform as the Google AdWords accounts. You only pay for what is actually viewed by a user, and when your ad is viewed you get a lot of very useful information on that viewer, which can help you decide what to change to make your marketing more effective. So, how do you use it?

The 3 Types Of Google YouTube Video Ads

Google TrueView has 3 basic styles of video ad for you to chose from, each of which has its own ways of attracting and interacting with viewers:

  • In-Stream:  The ads that play at the beginning, middle or end of a YouTube video that’s been uploaded by a YouTube partner. The viewer is given the option to skip the video after 5 seconds, and if they watch beyond that, you’ll be charged. If your video is over 30 seconds long, you’re charged once it’s reached the 30-second mark, so you know that the whole ad (or a good chunk) has actually been watched.
  • In-Search: These are the ads displayed directly within the search results when chosen keywords are used. This is the closest to ‘traditional’ Google AdWords as you can get with video advertising, and it keeps you appearing at the top of YouTube searches. This no bad thing, given that YouTube is the second biggest search engine in the world.
  • In-Display: These ads appear next to the other videos on the YouTube watch page, or pop up in the ‘watch next’ stream. They are clearly labelled as an ad to the users, and you will be charged as soon as a user clicks to play the video.

Of course, no matter which option you choose, your ad might appear in any number of formats at first. This is perfect, since it allows you to test which works best for your business, or for individual products or services. From there, you can narrow it down to just the successful ones. Once you’ve found your feet, you can start tinkering for maximum impact.

Is The Google Ads Video Platform Right For You?

So now you know a bit more about Google’s paid ads function, how do you work out if it’s a good thing for you to be doing? After all, it has its benefits, but so does every marketing effort, and you’ve got to choose if this is the right avenue for your business and your growth. The good news is, Google Video Ads will work effectively for most businesses. But there are 4 areas that can trip you up and cause it not to work. These are:

  • Poor Landing Page experience: Too many paid ads send the prospect to a poor, generic landing page on the website. Here at Ginger we do things a little differently, as we make bespoke landing pages that we are able to fully control. That way we can add video, and make as many changes we  need to on a daily basis. These are Google Search Ads with video at the heart of them.
  • Demographics: If you target audience don’t watch videos on the internet, then running a video ad campaign is next to useless. However, unless you’re advertising to pensioners, this is unlikely, since most people watch videos online these days (5 billion videos watched a day, according to YouTube)
  • ROI:  If you don’t know what you’re doing, the click-through rates for AdWords for video can be quite low, especially when compared to traditional AdWords campaigns. This could be because you’re targeting the wrong audience, or the viewer might not be interested in the message. It’s also important to remember that if you choose the in-stream option, you’re probably going to be paying even if you don’t get a click. This is because the video just starts playing automatically, and the viewer has to elect to shut it off.
  • Cost: Of course, if you want your campaign to do well, you need to be willing to invest some money in it. Not just in paying for the ad to be seen, but the ad itself as well. Something well made and produced, with strong visual content and a compelling call to action is needed on YouTube, especially if you only have 5 seconds to catch the viewers attention. If you don’t have the skill in house and aren’t able to invest in video content like that, then Google Video Ads might not be right for you.

At Ginger Video, we love a good video ad. That’s why we provide a unique service to help you develop and run paid video ads across all sorts of platforms, including Google. We can create laser targeted ads, place them on bespoke landing pages that fully support your campaign, and manage the paid ads process for you.

Ginger Video screenshot of powerpoint

It’s completely comprehensive, and designed to make Google Video Advertising as easy as lights, camera, action! To find out more, get in touch with the team today.

Written by Neil Ginger

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