Previously we talked about how you can use Google AdWords for text ads in search results, or for remarketing on Google Partner Network sites. Another form of advertising that Google Adwords offers is video ads, which includes any video ad shown on YouTube or in the Google Partner Network sites.
AdWords offers two main video ad formats: in-stream and in-display.
In-stream video ads
This type of ad shows your video to a viewer when they click on another relevant video. They have the option to skip the ad after 5 seconds of watching your ad. In this video format you only pay for a view if the viewer engaged with your ad or watched over 30 seconds of it.
This ad format shows your video as a suggested video in YouTube’s search results, on other video pages or on searches in partner sites. In this ad format you pay only when a viewer clicks on the suggestion to watch the video.
Getting started with a video ad campaign
Before anything else we will need to create our Google AdWords account.
After creating our AdWords campaign visit Campaigns > All video campaigns and click to add a new campaign.
Next we will set up our campaign. Under Budget set the maximum budget for the campaign.
Under Networks you can choose if to show your ad only in searches or only in-stream within other videos.
Under Locations you can specify to viewers from which countries you want to show your video to.
Under Video ad enter the address of your video on YouTube.
Next, you will have an option to uncheck either In-stream videos or In-display ads and adjust the settings for each.
For In-stream ads you will be able to add a call-to-action that will show on the video when shown with a link to a page such as your store or a product page.
In in-display ads you will be able to add a short text ad that will show besides the video thumbnail. You can link the thumbnail with a channel page, but if you want to get direct traffic to the video choose the video’s watch page as the Landing page.
You will be able to see a preview of how your ad will look and choose a thumbnail here from your video for your ad.
Click on Save and continue to next choose your audience.
Targeting your ads
Next, we will be able to set up our budget and target audiences.
You can set very general targeting at first by gender, age, parental status and interests. But more importantly, you can further narrow your audience by Keywords, specific Topics, Remarketing and Placements.
Using keywords will help you target searches or videos that contain these keywords. So if for example your video is about summertime makeup tips you can target keywords such as ‘summertime makeup’ ‘summertime makeup looks’ ‘summertime makeup tutorial’ etc.
Similarly you can target your ads based on topics, enter here any topic related to your industry.
Previously we mentioned how you can set up a remarketing tag for a remarketing campaign, you can use that audience here too and target your video ads to those that already visited your store.
Lastly, you can target your ads by placements, specific sites on the Google Partner Network that you want your ad to show there.
Next, save your campaign to submit it for review. Once the ads are approved your video will start showing.
It’s best you create a few different ads for your campaign where in each you make a small change to the ad text or target audience, this way you will be able to test what works best.
Analyzing your video ads’ results
Once our ads start showing our work isn’t done, we want to make sure that our we make the most of our campaign. We now want to analyze the results and improve where possible.
We have a few parameters we can compare our ads by including Impressions, Views, View rate, Avg. CPV, Total cost, Clicks and % Video played to.
Impressions tell you how many times your ad was shown, while Views indicated the number of times the video was played (or viewed for over 30 second in in-stream ads).
View rate gives us the ratio of the number of times a video was viewed out of the times it was shown.
Avg. CPV gives us the average cost per view, how much on average each view cost.
Total cost on the other hand is how much is the lifetime total for running that ad.
Clicks is the number of clicks on the link to the site, or clicks on the ad.
Video played to tells you the percentage of the video that was played.
These stats can tell you a few things, first of all which ad is most profitable by the cost per view.
Another stat to look out for is the view rate, a high view rate indicates that you reached your correct target audience, and the other way around. A low view rate might indicate that you’re not targeting the right audience and that you should try more exact or different targeting options.
Great video content can go along way in helping you drive more buyers to your store, so make sure you take advantage of this opportunity if you have the chance.