How to create video marketing campaigns through Google Google Ads – Google Ads Guide (Part VIII)

Find out about Google Ads videos and how to take advantage of them. Advertise your video on the display network or YouTube and get more customers for your store.

If you have videos that you want to promote, Google Ads can also help you do it. Through video campaigns you will be able to display your content on YouTube and throughout the entire Google display network. If you need to know what is meant by “display”, we have already discussed it in another post. But on this occasion, let’s address the different types of Google Ads video formats that can be promoted through Google Ads and when to use them.

Types of videos

• TrueView in-stream video ads. These ads can be used across the entire display network, but are usually found on YouTube or on the YouTube videos that are placed on other websites. This is the already common video format that allows one to skip the ad after 5 seconds and to continue navigating normally. They are perfect for launching a new collection, or to promote corporate videos from our online store.
• TrueView video-discovery ads. This type is more common in the Google Display network. This format is intended to place ads before the user while they search for content. To play the ad the user clicks on the thumbnail, which is embedded in the website in question. This type of video is good to use for new products or those that are not so well known, but have great potential. The key here is an optimal segmentation and putting them into an appropriate context.
• Bumper ads: a smaller and more direct format. Their duration is usually not more than 6 seconds and it is not possible to skip them. These are short messages, perfect for communicating a quick and effective action. This type of video is used for more aggressive messages. For example, they are useful for announcing the liquidation of stock or to announce limited time discount campaigns, with a sense of urgency and directness.

How to create video campaigns

The method is very simple and very similar to that used to create any other type of campaign in Google Ads. Just follow these steps:

1. Create a new campaign and select the campaign type. In this case, “video”.
2. Select the objective of your campaign. It can be to create conversions, notoriety, visualisations or perhaps downloads of our mobile applications or direct purchases of a product that we have uploaded to Google Shopping, for example.
3. We choose the type of ads we are going to use. They are the ones that we mentioned earlier. You select one or the other based on the material you have and on your goals.
4. The next step is to work out a daily budget. For video campaigns, the bid type is cost-per-display.
5. Finally, you need to correctly segment the device, the location of your ads, the networks where you want them to be published and the languages they are directed to.

Segmenting video campaigns

The segmentation of Google Ads video campaigns is the same as that used when segmenting any campaign in the display network. If you want to get all the information about each of the parameters that are used, don’t hesitate to check out our display campaign article.

Benefits of using videos in your campaigns

There are many advantages to using videos in your marketing campaign. Videos penetrate much more deeply into the mind of a potential client. Users retain more than 90% of what they view in a video, versus just over 10% of what they read. According to studies by Forrester Research, videos are the best way to communicate a higher density of imformation in a shorter period of time. Video is also a means that generates lots of confidence and we are typically more likely to watch them than we are to read text.

If you have a video or are thinking of creating one, you now know how you can promote it through Google Ads. Using this technique, you’ll be able to engage YouTube enthusiasts and have them watch videos containing reviews or product descriptions. As always, we recommend that you take your time putting together the dissemination strategy that best suits your online store. A good strategy and planning will help you generate a lot more profit for your business.