Video Advertising in Google Ads: How to Engage Attention and Sell More
It would hardly surprise you if we told you that the video advertising option in Google Ads is one of the most powerful tools marketers have today.
It's about those annoying but effective videos that interrupt you when you want to watch something on YouTube.
Well, yes, but there are subtleties here too, which you need to know in order to reap success.
Why are video ads so powerful?
As a business owner, we're sure you 're familiar with online communication channels like Facebook, Instagram, LinkedIn and Google Ads. However, YouTube is often overlooked. And not rightfully so.
YouTube is the second most visited search engine after Google and video advertising provides an opportunity to reach millions of users right where they spend the most time.
That's the power of Google advertising - it gives you the ability to target and engage your audience in a way that can't be achieved with traditional forms of online advertising.
Video content is more engaging, more emotional and easier to remember.
Now we'll give you the opportunity to learn how to tell your story to your users, showcase your products, and create a connection with your audience.
What are video ads in Google Ads?
Nothing new, one of the forms of online advertising through which advertisers engage their audience. Here, however, attention-grabbing is done through visual and audiovisual means, combining motion, sound and text to convey their message in the most effective way. 🎵
These ads appear primarily on the YouTube platform, but may also appear on other sites in Google's partner network.
Key features of each video ad in Google Ads:
- Targeting - you naturally have the option to choose the audience you want to reach. Of course demographics, interests, behaviour and location are taken into account, but here you also have the option to target specific YouTube channels or videos.
- Flexibility of format and length - the ability to create video content in different formats and lengths is definitely not to be missed. This way, you can tailor your content according to your campaign goals and audience preferences.
- Reporting and analytics - Every video ad in Google Ads comes with detailed analytics and reports that provide information on key metrics such as number of views, average view duration, scroll rate and engagement.
- Ability to interact - video ads can include interactive elements such as call-to-action (CTA) buttons, links to websites or even polls, which encourages viewers to interact directly with the ad.
Main types of video advertising on YouTube
Google provides various options for video advertising on Youtube.
Skippable In-Stream Ads
This type of video ad runs before, during or after the main video content on YouTube and on sites and apps on Google's network. Viewers have the option to skip the ad after 5 seconds.
That is, you have 5 seconds in which to attract attention, engage the viewer, awaken their interest and make them stay until the end. If at the end he performs the action you want, it will be even better.
With this type of advertising, there is an opportunity to create longer videos for viewers who are interested.
The best part for you as advertisers is that you only pay if at least 30 seconds of the video is viewed, the entire video (if shorter), or if the ad is interacted with (e.g. by clicking on a CTA).
Just for statistics , 90% of people tend to watch commercials, especially if they are interesting or funny. Only 10% of people say they always skip commercials.
Non-Skippable In-Stream Ads
And here as with the previous type of advertising you have a choice of when to run, but the special thing is that they can NOT be skipped.
🎞The whole duration is between 15-20 seconds.
With these types of ads, you have the incredible opportunity to deliver a short, powerful message or tell a story to your users that grabs them before they've moved on to the content they've chosen.
Advertisers pay on a CPM (Cost per Mille) basis, meaning they pay for every thousand impressions.
Bumper Ads (Short Video Ads)
This type of unmissable video ad is extremely short. The duration is very small compared to the others - up to 6 seconds. ⏰ As with the others, the choice of what time to show them is entirely yours.
Often used on mobile and combines well with skippable ads.
The format is ideal for raising brand awareness and reminding audiences of key offerings or campaigns as a complement to longer ads.
And another similarity to the previous species, if you check them somewhere. Payment again happens on a CPM (Cost per Mile) basis.
In-feed Video Ads
They appear between videos in YouTube search results, on the YouTube mobile homepage or alongside YouTube videos similar to the ones you're watching.
They look like a video with a header photo and some text that invites a click, and the size depends on where the ad is displayed.
With this type of ad, you pay when someone clicks, or in some cases, when they view 10 seconds.
YouTube Shorts Ads
These ads are displayed between YouTube Shorts videos, can be skipped and when clicked lead to a specific landing page.
They are a super option to reach a large engaged audience of mobile users.
With these, you pay per impression, viewing or engagement. For example, after 10 seconds of autoplay, click on the call to action button or watch 5 seconds if the video doesn't start on its own.
Best practices for effective video advertising in Google Ads
We're sure you're already convinced of the benefits of these ads. And the next logical question is. Now where to? We can't help but give you guidelines and recommendations for making a quality video ad.
A fascinating beginning
A compelling beginning is critical to the success of video advertising. You only have a few seconds to hold the viewer's attention. If you fail to grab their attention right away, they can easily skip the ad or keep scrolling.
To engage viewers from the first second, use visuals and sounds that are provocative and unexpected. Start the video ad with something that will evoke a strong emotional reaction - be it joy, curiosity, surprise or even fear.
It could be a dynamic shot, memorable music or an interesting question. The viewer's brain automatically adjusts to the new information and starts to keep track of what will happen next.
Clear message
📣Here it is the main player. Things can't happen if the message we want to convey is unclear.
It should be short, direct and easy to understand. In Google Ads video ads, where time is limited ⏳, it's crucial to focus on one main message.
We're not going anywhere without an idea. This idea should be clearly defined before the video is created. This should be the guiding thread throughout all content.
For example, if you are advertising a new product, the main idea might be the uniqueness or benefits of the product.
Use simple and clear phrases that quickly convey your message. Less text and more visual communication usually works better within short videos.
Show your audience that you understand their problems and how your proposal can help them.
Video format
Choosing the right video format is essential to how your ad will look on different devices.
16:9 - This is the standard format for videos and is suitable for most platforms.
9:16 - Vertical format, ideal for mobile devices and platforms like Instagram and TikTok.
1:1 - Square format that works well on both desktop and mobile devices.
Visual appeal
Visual appeal is a key factor in attracting and retaining viewers' attention.
Well-executed editing keeps the story flowing and helps create emotional impact. ☺
For example, a quick montage with short shots can create a sense of urgency and excitement, while a slower montage can heighten dramatic tension or emphasize important details.
Video ads on Google Ads need to be high quality to inspire trust and professionalism. Low resolution or poorly shot footage can make a negative impression and reduce the effectiveness of your ad.
And of course remember that the video should reflect your brand identity using the right colors, fonts and logo.🎨
Call to Action (CTA)
The call to action should tell the viewer exactly what to do at the end of the video, for example "Click here for more information", "Sign up now" or "Buy now". It is important to keep the CTA short and direct.
Using buttons, graphics or animations for CTAs can make the call to action more noticeable and appealing.
The best time to add a CTA is during a key moment in the ad when the viewer is most engaged.
Strategies for optimizing video ads in Google Ads
As annoying as it already sounds, you can't get rid of optimization, especially if you want results.
To achieve the results you want, it's important to understand how to determine the right target audience, and how to analyze the metrics from your campaigns.
You start of course with demographic targeting. 👨👩👦👦 You sift your audience by gender, age, location, income, marital status and move on to interests.
Google Ads collects information about user behaviour based on their searches, videos viewed and other actions so it knows who to target with your content.
This is also the time to mention Custom Audiences. You can create custom audiences based on specific keywords, websites or apps that your audience visits or uses.
You can't miss the targeting and retargeting that ensure you reach the right users at the right time.
In-Market Audiences are consumers who are actively searching for or comparing products and services similar to yours.
Google Ads also allows targeting users based on key life events. Such as getting married, moving into a new home or completing a degree.
Retargeting, on the other hand, is a strategy where video ads are shown to users who have already interacted with your website, app or previous ads.
For example, if a user has viewed a product on your site but has not made a purchase, you can show them a video ad with that product or a similar offer. This way you will encourage him to complete the purchase.
Analysis of results
- View Rate. This shows what percentage of viewers who were shown your ad decided to watch it.
- Average View Duration. This metric shows how much time viewers spent on average watching your ad.
- Conversion Rate. This shows how many viewers took the desired action after viewing the ad, such as clicking on a CTA, signing up, or making a purchase.
- Cost per View and Cost per Conversion - These metrics show how effectively you are using your advertising budget.
Sometimes the process of creating a successful video ad can seem challenging and complicated, especially when you're striving to maximize your return on investment. But don't worry - we're here to help!
Feel free to contact ADvantage and let's go through all the processes together.