How and Why You Use Google Ads for Your Business
Google AdWords was launched in 2000, just two years after the search engine. It works as a pay-per-click marketing strategy targeting digital consumers. In 2018, the platform was renamed Google Ads.
While Google's market is teeming with potential customers, its popularity makes it a competitive atmosphere. At the end of 2019, 90% of Internet users had seen platform ads. Also, keyword costs are rising, which makes these campaigns more expensive. This change led to questions such as "What can I do to avoid excessive spending while still meeting the demands of a saturated market?" "
Google Ads may overwhelm branded business owners, but there are still ways to get around it. The video is an excellent example of an untapped resource with great potential for growth.
Let's take a closer look at the features of Google ads in videos and how to make them work for you.
Learn about Google ads for video
The most used YouTube video ads are known as TrueView ads, and they come in three formats.
In-stream: As the title suggests, an in-stream ad is an ad that plays during a YouTube video broadcast. The video host, also known as a YouTube partner, agrees to display ads in exchange for monetary compensation. They usually appear at the beginning, middle, or end of the stream. In-stream ads are useful because they give the viewer the option to skip the ad after five seconds and go back to their video. Unlike other types of PPC content, these ads only charge you if a viewer watches your ad for 30 seconds or more.
In-search: Unlike in-stream content, in-search ads are related to keywords. When a YouTube user searches for your keyword, your ad appears in the results window. If the video ad is clicked, you will be charged for it. This method does not have the safety net of the five-second jump rule, but it has its own advantages. For example, your ad is more likely to reach the target audience if it is delivered by a search term.
In-display: Finally, in-display ads are those that appear in the sidebar or search results. They are marked with an "advertisement" indicator. Once you click on it, you will be charged for the ad. These ads are very accurate, ensuring that the Internet user will want to see your content. Unlike other forms of ads that fill automatically, the Internet user chooses this ad on their own.
In the past, the fourth option was available and the viewer was offered to choose three commercials to watch during a video of 10 minutes or more. This format has been removed in favor of TrueView alternate styles.
Link your ads to video
Before you get started with the intricacies of associating ads with video streaming, you need a Google and YouTube account. Once you have it set up, create your Google Ads account. You are now ready to sign in and start your campaign by following these simple steps:
Link accounts
From your Google Ads page, select the setup option and proceed to link your accounts. YouTube must be one of the options listed in the Account panel. If you have multiple YouTube channels, you can choose the ones that match your ad.
Create and define campaign terms
On the bulletin board, select "Campaigns", "Add a campaign", then "Video". The tool will ask you to select if you want to increase brand awareness or brand interest with your video. Once you select the campaign, give it a title and specify how much you will spend per day. The terms of the campaign that you must specify are:
- Launch and Closing Date
- Language and countries broadcasted
- Whether the video is being searched, broadcast or screened
- Your bidding strategy
- Court appearance schedule
One advantage of this advertising strategy is that it targets your audience based on demographics and interests. This segmentation appears under the People tab and allows you to focus on your target consumers by:
- Omar
- Good heart
- family size
- is back
- Celebrations of life events
- interests or affinity
- previous interactions
- common interests
- Habits
- Once you've chosen your audience, you can now select a site by clicking on the websites or YouTube channels you want your ad to appear on. You can also select keywords and categories that relate to your target audience.
Run and monitor your ad
Once the ad creation processes are complete, all that's left is publishing and management. Ad stats reports will show you how your ad is performing and where it needs improvement.
5 Tips for Successful Google Video Ads
Now that you know how Google and YouTube ads work together, here are five tips for a successful campaign:
1. Create an ad that people want to see
Instead of designing an ad that your customers don't mind pausing a video for, design an ad that they want to watch from start to finish. Keep in mind your target audience and the videos that appeal to them. The key to video ad success is to make your audience forget that it's an ad.
A unique way to present a brand and reduce its visibility as an advertisement is to turn it into something interactive. For example, if you are a shoe company launching new sneakers, you might be tempted to create an ad with a commercial style. Instead, why not show viewers something they've seen and design the ad as an explainer video for their broadcast?
2. Show consumers real opinions
Nine out of ten consumers read reviews before purchasing a product or service. It has become natural to see what others are saying before trying something for ourselves. As a marketer, you can take advantage of this fact by including real customer reviews in your video ad.
One such example is the Hello Fresh video campaign from 2017, which features a couple named Tre and Rich. The video opens with Tre explaining why they started using the service and how it benefits their home. This style of marketing is relevant and elicits an emotional response - two things that equate to advertising success.
3. Be brief and nice
This is especially useful for ads that appear in the middle of another video. You are distracting the consumer from the original link they clicked on. Keeping your content short and interesting increases the chances that a viewer will finish it. As guidelines, you should try to keep your ads between 12 and 20 seconds.
4. Do a search before writing
Understanding what your target demographic wants to see is critical to a successful video ad campaign. Find out which YouTube ads are doing well in your industry and the types of videos they appear in.
You can also ask your audience directly what kind of ads they want to see and where. Use a survey in your social media feed or send an email survey to collect information.
5. Draw inspiration from previous content
I did your research. You know your audience. You may have posted a lot of content on your blogs and social media feeds to prove it. Instead of trying to create completely new ads from scratch, take inspiration from content from the past. Reusing your content to make something new in the form of a video is a great way to give your audience something you already know is working.
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