Google Ads launched in 2000, only two years after the Google search engine. It works as a pay-per-click (PPC) marketing strategy as part of paid search advertising targeting digital consumers. In 2018, the platform was rebranded as Google Promotions.
Although the Google market is flooded with potential leads, its popularity creates a competitive environment. Four times more people are likely to click on a paid search ad on Google than any other search engine. And, keyword costs are rising, making these campaigns more expensive. This change has led to questions such as, “What can I do to avoid overspending and still meet the demands of the overcrowded market?”
Google Ads may be drowning with business owners to make their mark, but there are still ways to win. Video is an incredible illustration of an untapped resource with a great deal of growth potential.
Let’s take a closer look at how to feature Google Ads in videos and how to make them work for you.
Understanding Google Ads for Video
The most normally utilized YouTube video ads are called TrueView ads, and they come in three formats.
- In-Stream: As the title suggests, an in-stream promotion is one that plays during a YouTube video stream. The host of the video, also known as a YouTube partner, agrees to run advertisements in exchange for monetary compensation. They typically appear toward the beginning, middle, or end of a stream. In-stream ads are beneficial because they give viewers the option to skip the ad after five seconds and return to their video. Unlike other types of PPC content, these ads don’t charge you until a viewer views your ad for 30 seconds or more. There are also ads that don’t have a skip button so viewers watch the full 15 or 20 seconds that are paid for by impressions (if in India, Malaysia, Mexico, Singapore or EMEA).
2. In search: Unlike in-stream content, ads in search are linked to keywords. When a YouTube user searches for your keywords, your ad appears in the results window. If the ad video is clicked, you will be charged. This method lacks the safety net of the five-second skip rule but has its merits. For example, your ad is more likely to reach your target audience if it is delivered through a search term.
3. In-display (now called video discovery ads): Finally, in-display ads are those that appear in the sidebar or search results. They are marked with an “advertisement” indicator. Once clicked, you are charged for the ad. These ads are highly accurate, guaranteeing that the viewer wants to see your content. Unlike other ad formats that populate themselves, the viewer chooses. Advertisement of their own choice.
A fourth option was available and offered viewers a choice of three ads to watch during a 10-minute or longer video. This format has been retired in favour of the alternative TrueView style.
Integrate your ads with video
Before you get started with the intricacies of connecting ads to video streaming, you need a Google and YouTube account. After setting them up, create your Google Ads account. Now, you’re ready to connect and start your campaign with these simple steps:
Link accounts.
From your Google Ads page, select the Setup option, and continue to link your accounts. YouTube Account should be one of the options listed in the panel. If you have multiple YouTube channels, you can choose which channels are relevant to your ad.
Create and define campaign terms.
From the Ads panel, select “Campaigns”, “Add Campaign” and afterward “Video”. The tool will prompt you to specify whether you want to build brand awareness or brand consideration with your video.
After choosing a campaign, give it a title, and determine how much you’ll spend per day. The campaign conditions you need to define are:
- Date of launch and closure
- Languages and countries to stream in
- Whether the video is in search, in-stream or on display.
- Your Bidding Strategy – Find out 7 ways to increase your bids.
- Appearance schedule
One of the benefits of this advertising strategy is that it targets your audience based on demographics and interests. This error appears under the “People” tab, and lets you zero in on your target users by:
- Age
- Gender
- Family size
- Income
- Celebrations of life events
- Interests or affiliations
- Past interactions
- Similar interests
- Habits
With your audience selected, you can now choose the location by clicking on the websites or YouTube channels you want to run your ad on. You can also select keywords and categories that are relevant to your target audience.
Run and monitor your ad.
After the ad creation process is complete, all that remains is publishing and maintenance. Ad metrics reports will show you how your ad is doing and where it needs to be improved.
Want to know more about Google Ads For Video? Contact us at support@sunnydayconsulting.com or check our website at www.sunnydayconsulting.com!
