If you’ve been using Google AdWords to generate new leads for your business, drive sales and increase awareness, then you may have noticed a slow but definite increase in competition for your keywords. This means that it’s becoming more and more expensive to appear at the top of Google with paid ads, since so many more businesses are all fighting for top spot.
Thankfully, as traditional Google AdWords popularity rises, many marketers are turning fully to that, and not looking at some of the other, complimentary advertising offerings from Google. In particular, Google AdWords for video. Not only is this a fantastic opportunity to harness the power of video on Google, but it also means that competition will be almost non-existent, and your keywords will be much cheaper.
But what does it all mean, and how do you know if video for AdWords will work for your business?
What Is AdWords For Video?
AdWords for video takes your advertising and puts it in front of the YouTube audience. You’ve probably seen a fair few of them yourself if you’ve spent time on YouTube. Of course, you will need a video ad to do this, rather than a typed one, and it will be displayed before, during and after videos on YouTube and Google Display Network. It’s becoming increasingly popular because as well as all of your normal advertising data and keywords, you can use demographic targeting to more effectively reach your audience. It’s fairly basic targeting (age, gender, interests, etc), but that can still be an enormous help and gives you a lot more control over who sees your ad, helping control spend and improve results.
Google TrueView – 3 Types Of Ads
Google TrueView (the tool for video advertising in Google AdWords) is built on the same principle as Google AdWords – you only pay when your video is actually viewed by a user. When it is, you also get a tonne of useful feedback about the viewer (like who they are, where they’re coming from and what they’re watching) which can help shape your future advertising and marketing efforts. There are 3 forms TrueView comes in, and each has a slightly different way of attracting and interacting with users.
In-Stream – These are the ads that play at the beginning, in the middle or at the end of a YouTube partner video, and give the viewer the option to skip after 5 seconds. If your video is 30 seconds or longer, you’re charged once it reached the 30-second mark, so that you know the whole ad has been watched.
In-Search – These are ads that are displayed directly in the search results when your chosen keywords are searched. This is as close to the traditional Google AdWords as you can get, and keeps you appearing at the top of YouTube searches (which is no bad thing, given that YouTube is the second largest search engine in the world).
In-Display – Finally, you have in-display ads. These are when your ad will appear next to other videos on the YouTube watch page, and are clearly labelled as an ad to the users. You’re charged as soon as the 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.
Is AdWords For Video Right For You?
So, now you know what AdWords for video is all about, but how do you know if it’s the right thing for you to be doing? After all, it has a tonne of benefits, but like every marketing effort, it won’t work for every business. For example, AdWords for video might not work for your business for the following reasons:
- Demographics: If your target audience isn’t the sort to watch video, then you probably won’t see much of a return on your investment. I’d be surprised if this was the case though, since most people are watching video nowadays (5 billion videos a day are watched on YouTube alone).
- Return: 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: If you want your campaign to be successful, it needs to be a high quality, eye catching video. Something well made and produced, with a good strong message and visual content isn’t cheap to make. If you don’t have the skill in-house to produce it, then you need to add the cost of a professional videographer into your budget.
At Ad-Extra, we’re always looking for new ways to harness the power of Google for our customers, and that does sometimes mean understanding YouTube too! We’re loving discovering more about TrueView and how it interacts with Google AdWords – it’s an exciting future for the world of search! If you’d like to know more too, just chat to one of our team.