Google Adwords for Video is a great opportunity to enter the ever growing online video world and take advantage of both Youtube (the second largest search engine on the web) and the Google Display Network which is the number one ad network reaching 89% of entire the online population.
This post looks at the key features and mechanisms of Adwords for Video.
Starting a Video Campaign
Video Production
This is the key point of difference between regular Adword text ads and Adwords for Video. Where with Adwords text, multi-variant and differing text could be tried, video cannot be altered.
Video also requires higher upfront investment from a given brand both in design and production.
It is therefore essential to ensure your videos are planned, designed and produced effectively and cost efficiently.
Wooshii can help you produce videos for your campaigns with dramatic savings
Start Your Campaign
1. Name your campaign and state your daily budget.Just like in the regular Adwords, you choose how much you’re willing to spend per day.
2. Determine Geography and Language – Language determines whether your ad will show for a specific language setting on YouTube (note that AdWords doesn’t translate your ads)
Ad Networks
3. Choose network - Select your actual video for the campaign, and choose what advertising Networks to run it on: YouTube Videos, YouTube Search, or Google Display Network. You can select just one, all three, or any combination you please.
Note: Ad formats available are affected by the networks you choose.
Ad Formats
Ad Formats come next. There are four types of ad formats on Google Adwords for Video:
- In-search
- In-slate
- In-display
- In-stream
In-search ads
This video ad format lets you promote a video alongside search results on YouTube using keywords to highlight your video for viewers who may be interested in your content. The appearance of the ad format will include a 640×90 Rectangle or 300×70 Small Rectangle depending on the ad’s position in search results. You’ll pay only when viewers choose to watch the ad.
In-slate
This video ad format lets you promote a video ad before longform videos (videos longer than 10 minutes) on YouTube or the Google Display Network. Before the longform video plays, viewers have the option to choose to watch one of three ads from different advertisers, or to watch regular commercial breaks throughout the video. You’ll pay only when viewers choose to watch the ad.
In-display
This video ad format lets you promote a video alongside website content across the Google Display Network. The appearance of the ad format will vary, depending on which ad sizes and display formats content publishers support.
For example, the video ad preview unit may vary and the video may play either within the ad unit or when a viewer clicks the unit to watch the video on its YouTube Watch page. You’ll be charged for clicks when viewers choose to watch or click your ad. If the same ad appears on a video site in the Google Display Network, the content publisher (website owner) can define which format may be displayed on their entire site, or on certain pages or areas of interest within their site.
In-stream
Finally, this video ad format allows you to promote a video ad before, in the middle of, or after short- or longform videos on YouTube or the Google Display Network. After 5 seconds, the viewer has an option to skip the ad and you are only charged when the viewer has completed 30 seconds of viewing or seen the entire ad, whichever is shorter. For example, a :15 second ad will be charged when the viewer has completed watching it and a :60 second ad will be charged at the :30 second mark. You will also be charged when a viewer clicks on the ad.
You also have advanced settings if you want to, like choose if you want to optimize for view or optimize for conversion, and that can all be done by selecting which one is best for your campaign.
Device Targeting
This is a useful targeting option on Google Adwords for Video as there are shifting patterns of device consumption of video.
Videos can be targeted to:
- Desktop and laptop computers
- iPhones and other mobile devices with full Internet browsers
- Tablets with full browsers
… but also other advanced settings such as operating systems (all mobile or tablet operating systems or only selected ones), along with mobile carriers or just a selected few.
Group Targeting
This second part of creating your video ad on Google Adwords for Video is also very similar to the regular Google Adwords. Here you can define your targeting groups along with bidding (in Cost Per View, the maximum Cost Per View) and your keywords (for Youtube Search, Youtube Videos and Google Display Network).
And that’s it. Your first Google Adwords for Video campaign is done and ready to lauch!
If you aren’t convinced, let this video from Google itself do it for you!
As you see there is a lot to explore and a lot to tinker about, but the best really is to try it yourself now, right here.
If you need a video custom created for you first, with the budget you set yourself, then you can post it right here, on Wooshii.
