Google Video Ads: Is There Something I Missed?

Video Ads 1

Google Video Ads is a type of Google Ads campaign. When compared to images and text, video can convey more information. Excellent for customer acquisition and branding. Google video ads are primarily displayed on YouTube, a video site owned by Google, as well as other video sites with which Google collaborates. After Google’s search engine, YouTube is the world’s second-largest website. Every day, many users search YouTube for answers and to learn about new brands and products. It is essential for us to understand the advertising type of Google video advertising.

We will primarily introduce Google video ads through four lenses: Video Ads introduction, audience targeting, the ABCD rule, and ad creation.

Video Ads introduction

Google Video Ads is a type of advertising that appears in the form of videos on Google’s video platforms (such as YouTube) and partner websites. When a user watches a video, video ads will appear before, during, or after the video. This helps advertisers get their brand or product in front of the right people, catches people’s attention, and gets them more exposure.

To fully comprehend video ads, we must first comprehend the various campaign sub-types of video ads.

Google Video Ads- Masthead

Masthead: We must book masthead placements through Google Account Manager and Google. Masthead ads are mostly shown on the first page of the YouTube homepage, where they can reach a lot of people and reach their goal of getting a lot of attention. However, there are budgetary requirements; if necessary, contact your Google advertising account manager. You can learn more about masthead advertising content by clicking here

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Skippable in-stream ads: Skippable in-stream ads may appear in the video’s front, middle, or back. The user has the option to skip the ad after 5 seconds of it playing.

Non-skippable in-stream ads: These are non-skippable in-stream ads that must be less than 15 seconds long. Similarly, the ad may appear before, during, or after the video is played, but the user cannot choose to skip the ad.

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Bumper ads: Before the video starts, the length of the ad is less than 6 seconds, and users cannot skip it.

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In-feed video ads: In-feed video ads are displayed in the form of video thumbnails on the YouTube homepage on mobile phones, YouTube search results pages, and related video pages. The ad’s video does not play automatically, it requires a user click to play.

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Outstream ads: Outstream video ads are types of ads that appear on video sites other than YouTube. Off-site video advertisements are generally reasonably priced. Before the advertisement starts, the sound is turned off by default, and the user has to turn it back on to hear the advertisement.

As previously stated, there are six types of video ads: masthead, skippable in-stream ads, non-skippable in-stream ads, bumper ads, in-feed video ads, and outstream ads.

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The type of video campaign will be based on our campaign goals, and the sub-sub-types of campaigns that can be selected are also different. When we create a campaign without setting a goal, we can see all of the different types of campaigns, as shown in the image above. Let’s take a look at the different campaign sub-types from top to bottom and left to right.

Custom video campaign: Based on our own objectives, we can cover skippable in-stream ads, bumper ads, and in-feed video ads.

Target frequency: A single ad can cover and reach the same users multiple times, leaving a lasting impression on them. Skippable in-stream ads, non-skippable in-stream ads, and bumper ads are examples of ad types that can be covered.

Non-skippable in-stream: Non-skippable in-stream ads within 15 seconds, the type of ads mentioned above.

Outstream: Off-site video ads, the type of ads mentioned above.

Drive conversations: Conversions are the primary goal of driving conversations. This video ad type is generally recommended by e-commerce customers. In the following section, we will primarily introduce this type of video ad.

Ad sequence: It can be used mainly when telling a brand story through multiple videos. This type of advertisement is typically done with a series of videos played in a specific order. Skippable in-stream ads, non-skippable in-stream ads, and bumper ads can all be disabled.

Audio: Audio ads are similar to podcast advertisements. A user may hear an audio ad while they are watching or listening to something on YouTube.

The previous description of the different types of video ad campaigns and the types of ads they cover may seem overwhelming. I’ll sort it out for you in the form of a table below.

Campaign sub-typeVideo ads type
Mastheadmasthead
Custom video campaignskippable in-stream ads, bumper ads, and in-feed video ads
Target frequencyskippable in-stream ads, non-skippable in-stream ads, and bumper ads
Non-skippable in-streamnon-skippable in-stream
Outstreamoutstream
Drive conversationsskippable in-stream ads(can add product feed from GMC)
Ad sequenceskippable in-stream ads, non-skippable in-stream ads, and bumper ads
Audioaudio

Audience targeting

Audience targeting is critical for getting advertisements in front of the right people. Our advertisements can avoid wasting advertising budget and delivering advertisements to those who are not interested or relevant by using accurate audience targeting. 

Aside from the different types of advertising, video ads and search ads have completely different mechanisms for triggering ads. Users actively searching for relevant keywords cause advertisements to be passively displayed in search advertising. Users who actively search for relevant keywords usually show that they are interested and have specific wants, so ads are usually pretty accurate. Users are primarily actively pushed video advertisements. If we don’t target the right audience, the ads may be shown to people we don’t want to see, so audience positioning in video ads is critical.

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Custom audiences (custom segments), remarketing audiences (your data), and specific purchase intent audiences (interest & detailed demographics) are the three main types of audience targeting for video ads.

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Custom audiences can make their own packages of audiences that are not limited by how Google defines audiences. By entering relevant keywords, custom audiences can be used to target users who have searched for relevant keywords on Google, shown relevant interests, or have specific purchase intentions. We can examine the existing advertising data, review the relevant search term report, select 10–15 keywords that we want the most, and enter them into the custom audience settings.

We can also enter URLs that our specific users might visit, like the websites of our competitors or the URLs of some vertical forums or podcasts, and we can target audiences who have visited similar URLs. In the same way, we can put similar apps in the Google App Store to reach people who use similar apps.

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We can see in the account’s audience manager that we can create five different types of remarketing audiences: website visitors, App users, YouTube users, customer list, and custom combination. Of course, different types of users can be subdivided as well, such as website visitors; we can group visitors by time period, which pages visitors have visited on the website, and so on. If the user gets to the page that says “payment was successful,” we know that the purchase is done. We can segment users and achieve precise marketing and operations with this classification.

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Audiences with specific purchasing intentions are classified into four groups: in-market, life events, detailed demographics, and affinity. In-market refers to the willingness to purchase specific products, such as thinking about buying clothes, works of art, auto parts, baby products, and so on; life events refer to major life events, such as starting a business, graduating from college, moving, changing jobs, and so on. Detailed demographics include things like marital status, level of education, and so on. Affinity, on the other hand, refers to a specific interest, like investing, beauty, food, and so on. There are four types, with tin-market being the most likely to complete the purchase. Of course, we must also evaluate the performances of various audiences. It is advised to begin testing with in-market audiences.

ABCD rule

The ABCD rule mainly introduces how to make an excellent video. The ABCD rule can help brands make better and more effective video ads by making them more interesting and creative. As a result, success in Google Video Ads is extremely beneficial and important for brands.

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The first letters of the four words attract, brand, connect, and direct are ABCD. A(Attract): Draw the attention of consumers and make them watch our advertisement. B (Brand): Allow customers to see and/or hear our brand. C(Connect): Influence how consumers think and feel about our brand. D (Direct): Encourage customers to take action, such as purchasing, viewing, and so on.

Attract: draw someone’s attention

How can we get people to watch our advertisements? We can start with four aspects. Frame: Whether the focus of our video is on people or products, we should use a compact frame design in the frame design of the video material. It is recommended to have at least two shots in the first 5 seconds of the video to attract users’ attention. Faces that have been humanized instantly capture attention, boost emotional dynamics, and increase engagement. Use pleasant, unexpected, or otherwise memorable graphics to surprise. To sum up, the video should move quickly and have as many surprises and characters as possible.

There are three arcs to the story that can be used as points of reference.

1. Product explanation

This common method gives a clear explanation of how a product solves a specific problem in a unique way. It usually starts with a clear statement of the problem and the solution to get the viewer’s attention. This approach is similar to those classic videos that explain why you need our product and how to use it.

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2. Product demonstration

There’s no need to explain the problem or why the product is useful or important. From the start, the product is the protagonist in this approach. These ads are typically more focused on “demonstrating” the product rather than “telling,” but, like a “describe” ad, they clearly explain the product’s features and benefits.

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3. Make an offer directly

Sometimes, all you need to get people to do something is an attractive offer, promotion, or coupon. With this method, you don’t have to explain or show how the product works. Instead, you just have to make the offer. Direct Offers is a simple template, but there are a lot of different ways to use it.

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Brand: brand visibility

How can we properly and naturally present our brand in video advertisements? We should show as much of our brand or product as possible in the first 5 seconds of the video. If you have people in your video, make sure they mention our brand as much as possible. Use the appropriate position to display our brand logo when displaying products. Also, we need to make sure that the brand logo keeps its own look and color so that people can remember our company.

It is critical to ensure that the brand is presented as an aid rather than a distraction: it should fit naturally into the context of the story. Branding elements should be used to supplement product communication.

Connect: make a connection

How shall we communicate with users? Utilize function and emotion as complementary (or independent) levers to engage your audience. When it makes sense for your brand, use emotional levers like action, humor, or deception to get people interested in your product. Place people at the center of the story, regardless of their notoriety.

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For example, C&A (Brazil) first pointed out the problem and then suggested a solution, which shows how its clothing made a big difference.

Direct: call to action

How do you motivate users to take action? Display offers and calls to action with text, simple animation, or narration. Use offerings that evoke a sense of urgency, such as limited time or quantity. Use a targeted call to action and a search bar.

Do preparatory work before making the call: Explain your product and the problem it solves, the demand it meets, or the trend you see, and then give the right call to action.

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Hello Fresh (Australia), for instance, begins with a straightforward overview of the service’s benefits, followed by the call to action “Shop from Home with one tap.”

Clearly describe the procedure: explain how and on what terms you can participate (access, offers, pricing, calls to action).

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For instance, Decathlon (Singapore) highlighted acquisition and purchase methods, letting viewers to experience the complete shopping process from the perspective of the customer.

To entice people and stimulate their purchasing desire: Use the potent allure of free products (extra gifts or free products), special discounts (discount percentage or quick reduction), time-limited offers/limited sales, etc., to your advantage.

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Home Depot (Mexico), for instance, encourages people to take action by providing free top-ups on things they wish to purchase.

Ads creation

This is mostly intended to illustrate the process of constructing a VAC.

1. Choose your objective: Sales.

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2. Choose your conversion goals.

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3. Select a campaign type: Video.

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4. Name your campaign.

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5. Select locations to target.

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6. Select your language.

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7. Choose your bid strategy.

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8. Additional settings.

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9. Audience targeting setting.

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10. Ad Settings – Enter a YouTube link for your creative.

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11. Ad Settings – Enter the landing page and headline for your promotion.

12. Ad Settings – Enter a long headline and description for your ad. Setup is complete.

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Click here for more about Google ads.

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