Your business has probably put a lot of time and effort into its YouTube digital marketing campaign, and for good reason. The platform has over a billion users, and statistics show that using branded videos can increase engagement and conversions.
What if there was a way to repurpose some of that video content to reach consumers? It turns out that there is a huge opportunity for marketers with Google AdWords for Video and other Google Ad formats.
What Is Google AdWords for Video?
Most marketers are familiar with Google AdWords. You choose the keywords you want to target with your ad, and Google charges you per click based on the competitiveness of those terms. Unfortunately, some terms have become so competitive that running a traditional AdWords campaign may no longer be feasible.
AdWords for Video is a different story. You can target those same keywords or phrases using a video ad for much less. This is because the competition isn't there (yet). This type of advertising allows you to display your video ads on the Google Display Network and YouTube. Even better, unlike a traditional AdWords campaign, you'll have more control over demographic targeting with AdWords for Video.
Three Types of Google AdWords for Video
Google has named the videos that are used in their AdWords network TrueView videos because you will only be charged when a video is viewed by a user. The network also offers three different formats of ads:
1. In-Stream Ads
Your ad will play at the beginning, middle, or end of a YouTube partner video (these are YouTube users that have signed up to make money on their channels by displaying ads). Viewers of the videos can skip it after 5 seconds. You are charged if your video is longer than 30 seconds and the ad reaches the 30-second mark. If it's shorter than 30 seconds, you're only charged if the entire ad is viewed.
2. In-Search Ads
Your ads are displayed in search results when your specified keywords are entered. The ad isn't played until a user clicks on it and you aren't charged unless the video is played.
3. In-Display Ads
Your video ads appear next to other videos on the YouTube watch page. It is labeled as an ad, and you aren't charged unless someone clicks to watch the video.
Using YouTube Videos for Non-Video Google Ads
We touched on creating video ads through AdWords, but what if you want to re-purpose some of that YouTube content for non-video ads? You can do this as well so that you are getting as much use out of your content as possible.
Lightbox Ads
You can boost your brand and conversions by creating some unique lightbox ads that combine various elements such as images, messages, CTA buttons, product feeds, and video. You only pay on a cost-per-engagement (CPE) with these ads that show only a thumbnail to the user. Interested users will click on the ad, and then you are charged.
Responsive Display Ads
You'll need to create a responsive display ad if you don't upload your own ads to your campaigns on the display network. Not only are these the default display option, but they also used in smart display campaigns.
When you create a responsive display ad, you're required to add at least one square and one landscape image. Videos are also recommended, and you can add up to five. As with any other asset, you'll get performance data showing you which ones are converting the best.
Gmail Advertising
Another way to advertise using video is through Gmail campaigns. When you set this up, Google is going to ask you to upload your logo, at least one image, and one video asset. But you can choose more than this.
Of course, your video must come from YouTube, which is a bonus since you're re-purposing your video marketing content. The advantage of using several videos in the campaign is that there are multiple opportunities to engage the user and bring them back to your YouTube channel.
Universal App Campaigns
If your company has an app that it wants to market, it can add YouTube content to its promotional ads. Similar to the previous examples, adding video content to one of these ads is optional, but recommended. In fact, if you don't choose a video, Google might do it for you (this is in the fine print).
With this type of ad, the more videos you include, the better. Why? According to Google, it will use the videos you select to create additional ad content for your app campaigns. This means that you're going to have more ad varieties to deliver to potential viewers.
Search Network Campaigns
Keywords are still essential for your ad campaigns, but match types continue to change. You can use some video ads to specifically target certain audiences so that you are getting the most bang for your advertising buck. For example, in the Google Ads audience manager tool, you have the option to create specific audiences for your video campaigns that you may not with other types of ads. Some examples include people who:
- Viewed certain videos
- Viewed any video (as an ad) from a channel
- Subscribed to a channel
- Added any video from a channel to a playlist
Using Video for Digital Marketing
Beyond having a YouTube channel, there are plenty of opportunities to leverage video for digital marketing. In GoogleAds, you can re-purpose your existing video campaigns into several different ad formats.
As with any type of advertising, you'll want to ensure that your ads are well-targeted. In other words, you're using the right content, focusing on relevant keywords, and having your ads appear where your chosen audience is visiting. Monitoring and split testing are also extremely valuable with video and ad campaigns to figure out what is making the biggest impact with your target market.
Are you ready to make video a larger part of your digital marketing strategy? Contact us now to learn more about how we can help!
Written By: David Carpenter
