Google Adwords for Video – PPC Tuesday

By Profitable PPC Team

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YouTube and Adwords – a very powerful combination. Learn about what’s new.

My name is Brian and I am a PPC Specialist at Exclusive Concepts. Today, I will be discussing The Enhancement to Google and YouTube’s partnership: AdWords For Video.

AdWord for Video

Pay Per Click Marketing is ever changing. In the past couple years several enhancements have been made to improve upon the visibility of what you would see from a paid ad. From originally starting as a paid ad in a search engine result page, to extension features to improve upon their visibility along with display ads within Google’s content network along with image ads to remarket those lost sales that occurred on the site.

While the enhancements have been great and the results stellar, the real value is coming with the use of Social Media and in particular videos on YouTube. YouTube has done a great job in incorporating their interface with AdWords in creating Promoted Videos to show up on search results on their site, similar to what Google and Bing currently does.

A study by Break Media finds that viewers not only remember seeing these ads, but more importantly recall the subject or theme, 47% saying they remembered the brand or product advertised with the ad shown either before, during or following their featured video.

However Google has recently partnered with YouTube to create an integrated approach called AdWords For Video, which allows the user a new way to create a video campaign within AdWords.

AdWord for Video Benefits

When looking at the benefits a collaborative effort between Google and YouTube brings to this, I think of the following areas.

  1. It allows a faster turnaround time streamlining the process and allowing those to setup and launch a campaign in half the time compared to the original AdWords method.
  2. The innovativeness offered by this product gives a more comprehensive approach to target those people most engaged with your brand. Targeting by audience behavior, be it by keyword term or interest, a particular topic, set of contextual themes or a website placement will allow you to be more efficient in your costs in marketing your video and more effective on your Return on Investment.
  3. With having a call-to-action overlay in your video or another video relevant to your audience targeting, you can send those viewing these videos straight to your site and even drive sales as a result.
  4. Another great benefit offered here is that you have flexibility in how the message you are targeting to your audience is delivered. This is done through the use of TrueView ads, which allows you 4 different methods for how you approach how your video gets watched. They are as follows: In-Stream, In-Search, In-Slate & In-Display. I’ll go over what each one is in the next couple slides.

 

In-Stream Ad

With In-Stream placements, your video will play prior to, in the middle of, or following a targeted video search. Unlike TV before the use of the DVR however after 5 seconds you are enabled with the ability to skip the ad. Despite the bounce, the positive for this is that you will not have to pay for an unqualified view from that particular user.

In-Search Ads

In-Search results works similarly to In-Display with the difference being that the target video would show up on the search results page within YouTube or within Google when enabling the video search results page feature.

In-Slate & In-Display

In-Slate videos are videos that will show up following the conclusion of a prior video. Suggestions are made giving the user to either view one of the three ads shown or play the next video in rotation.

Lastly In-Display ads works more like a display ad in that it shows up as a suggested video on YouTube or across sites on the Google Display network. Much like with a standard PPC text ad, the cost is incurred when the user clicks on the ad.

Results Thus Far?

So what have the results been thus far. With In-Stream being the first to market, the results have been more conclusive. On average according to Google viewers 15% to 45% of the time chose not to skip the ad after the 5 second window. As a result of this some advertisers using this feature saw an increase in their CTR to about 4%, which is about 3-4 times higher than other video ad options. Lastly the availability of content to be served through YouTube’s network is enormous, with 18 years of video being served each day.

As a result of the increased CTR with In-Stream due to their enhanced audience targeting, compared to traditional pre-roll ads there was a decrease in the drop off by target audiences by 40%.

Lastly the most amazing result has been the rise in trends in usage of this feature. In September 2010 Google forecasted that in less than 5 years more than half of online campaigns in AdWords would have a Cost Per Video Ad Option. It didn’t take long for that number to be met, as more than a year later in October 2011 more than 50% of campaigns had this already in place, showing a 4 times growth compared to eight months earlier and 5 months after the prediction from Google was made.

In my opinion, if you have a client that has a YouTube channel and they have unique and engaging content than this is a feature that can be used to further enhance your visibility through this channel and optimize your performance.

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