For those who have been using Google AdWords for some time, you know how good the tool is for generating leads. However, you probably also realized that each keyword is becoming more and more competitive as time goes on. Compared to the early days, Google AdWords is now more expensive and needs more consideration when being included in a marketing strategy.
Where do we stand right now? While keywords are extremely hard to master, the secret of Google AdWords for your videos is still relatively unknown which is great news. Although your campaign will change the numbers slightly, Google believes the average view/click to cost around six cents!
What Is It and How Does It Work?
Google AdWords allows ads to be placed on specific videos. With the three different types of ads we’re going to see in just a moment, there’s an opportunity to target specific demographics: age, interests, gender, or any other of your audience’s characteristics. With this level of control, you decide who sees your ads (i.e. your target market!).
With Google TrueView, we have a tool that only charges when videos are viewed and this is brilliant in itself. Yet, it provides more value in providing feedback about who is watching, where they are in the world, and whether they’re staying tuned for the whole video. If you have the time and expertise to read this data as intended, you’ll have opportunities to improve all targeting decisions. Over time, this’ll work towards reducing the cost per click.
As mentioned before, there are three different types of ads and they all offer different features. While you might think they were all born equal, YouTube users tend to interact with them differently and this is important.
- In-Search: Users see these ads whenever they search for a specific term. If the user doesn’t click on the video, you don’t have to pay a penny which means you’ll never waste your budget. If the user clicks ahead and the video loads, then you pay for the click.
- In-Stream: When watching YouTube videos, do you click through ads at the beginning or perhaps close them half-way through? Well, this is the second option and it can be tough to find success because you normally have five seconds to grab the viewer’s attention before they skip to the video they really want to watch. In terms of charges, longer videos need to run for thirty seconds while shorter videos will charge if the full ad plays.
- In-Display: This option will see your ad sit above the other ‘suggested’ videos next to the main video. With a little tag so viewers know it’s an ad, you’ll only be charged if the user clicks on the video.
Should You Use Google AdWords for Video?
For some, relying on AdWords for their videos nets them great success in every campaign. For others, video just isn’t the correct format for their marketing strategy and so it doesn’t have the same impact. In truth, there are certain considerations you need to make.
- Low Click-Through Rates: You need to be aware that click-through rates are generally quite low for many. One reason for this is because the viewer just doesn’t take an interest. When you place an ad on a YouTube video, it’s not like they’re just surfing and looking to see what they can find. Most people are there to watch the video they clicked on and nothing else. Furthermore, have you ever listened to music or any other playlist on YouTube? Every year, millions of people will click on a playlist and then let it run while exercising, driving, cooking, or commuting. Since the phone is normally in the pocket or out of reach, the ads don’t get skipped which means you pay for it even when they aren’t paying attention.
- Demographic: You may not find your audience with a video on YouTube. Although millions of people now use the website, this still doesn’t help you if your specific niche spends very little time here.
- Other Reasons: Before we head into the tips and final words of advice, we can also blame bad quality as a reason for poor results. Besides requiring a knock-out video, the cost of producing a video is significantly high compared to a traditional AdWords ad so achieving a positive ROI can be an uphill battle.
Tips from the Professionals
- At all times, keep the video relevant to your viewer (and this goes for the script too!). In the past, we’ve found that creating a video for each keyword group works well.
- For the video, keep it short and grab the viewer’s attention within the first five seconds. If you’re using in-stream ads, your video will be skipped time and time again if it doesn’t capture their attention immediately.
- Always follow the general message and tone of your brand; don’t create a funny video if your audience won’t relate because you wouldn’t do this with any of your other marketing materials.
- If possible, use customer testimonials because they work beautifully. Since the viewer will relate, customer testimonials are a winner.