As the second largest search engine, and the fact that internet video has seen explosive growth in the last few years, it isn’t a complete surprise that they have implemented a similar framework of Adwords tools similar to that of Daddy Google.
So here is everything you need to know about Google AdWords for Video, and how to use this new exciting tool for your business.
What is Adwords for Video?
Put simply, Adwords for Video follows the exact same logic as Google text-base Adword system. By using keywords, your company can structure it so that your video advert appears during relevant video searches, and your company only pay for the targeted video ad’s that people actually view. You then, as always, have access to tools to quantify the information, accessing detailed data about how, when and where the ad’s were viewed. What this means is that you can promote your video by keyword to appear in the YouTube search results, or choose to show your advert against content that your intended demographic is going to be most interested in, particular music genrés, sport, etc.
How Does it Work?
YouTube have simplified the offering across the board, and narrowed the video ad formats to four “TrueView” options, for which advertisers/companies pay when the video is viewed or started by a user – include TrueView in-stream, TrueView in-search, TrueView in-display and TrueView in-slate.
- TrueView in-stream: these are adverts that appear as a pre/mid roll on short or long form Youtube videos.
- TrueView in-search ads (formerly shown as “Promoted Videos”): these show up when people search on YouTube or Google video search.
- TrueView in-display (similar to the old Click-to-Play format) : these go onto the ‘Google Display’ network.
- TrueView in-slate: these appear in a “slate” of multiple videos before long-form video on YouTube.
Once you have selected which Video Adwords approach will work best for you, you will be able to view reports, containing information such as video views, view rate (how many times people click to play after seeing an impression on a display) , average cost-per-view, and more. (Note, a ‘view’ is classed as either 30 seconds, or the end of the advert, whichever the sooner).
What Does it Mean for Business?
With any marketing strategy, knowledge is power, and previously other than using Video Content to promote on other social networks, it can be a rather undervalued tool in your social-tool belt. This new additions to You tube means you can diversify your approach even further.
With research and quantifiable data, you can use Video Adwords to target key demographics and customer bases. You can focus on interest groups, topics, specific brands or types of products, football teams, the options really are limitless. Associating your brand with a particular field of interest will cross sell your company, not only to the initial viewer, but if targeted to the ‘right’ video, will interest all those that user shares the video to, and subsequently view your advert as a result.
Call to Actions:
By using In-search and in-display videos that play on YouTube you can also include call-to-action overlay elements. It is easy to watch an advert, but is as easy to forget. How many times have you seen a bus advert, or something on television you’ll make a mental note of to check later, then forget to completely?
With calls to action, users can click at that exact moment, minimising your drop out rate and maximising conversion to video views.