Google Ads Types, when to use them?
Part 3
Video ads
Google
Ads also allows you to advertise on YouTube, which is owned by Google.
Technically, YouTube is just one site in the Google Display Network, but it is
the most visited site on the internet on its own.
Every
day, users watch over one billion hours of YouTube videos. This creates a
plethora of opportunities to engage potential customers. Pre-roll ads, which
appear before YouTube videos, are probably familiar to you, but there are also
banner and overlay options.
Continue
reading to learn more about the various types of video ad campaigns available.
12.
In-feed video campaigns
Goal:
By placing your video ad alongside YouTube content relevant to the user's
search, you can increase brand awareness, drive sales, or grow your YouTube
audience.
Relevance
to audience: From medium to high. (Audiences in
this context are receptive to video ads, but the deciding factor is how
relevant your video is to their search.)
Estimated
cost per click: Low (10¢ to 30¢).
Recommended
for: Brands looking for a low-cost way to
reach YouTubers or people interested in a specific topic.
Advertisements
for in-feed video campaigns may appear on the YouTube homepage, in search
results, or the related videos section of a watch page. In-feed ads use
placement targeting, which means advertisers can choose which pages and
searches they want to appear on.
When
a brand's product or service solves a common pain point that the user is
looking for, in-feed ads are the most effective. Though they are not required
to include video content, audiences are more receptive to video content when
browsing YouTube.
Remember
this when creating your campaign: an instructional video demonstrating the
benefits of your product or service is far more valuable than a direct link to
your online store—especially if you're a newer, lesser-known brand.
Ease
of implementation: If you want to target a
specific search query or YouTuber audience, in-feed video campaigns are
relatively simple to set up. The ads themselves are very inexpensive, but keep
in mind that if you plan on producing video content, you will need to factor in
production costs.
13.
In-stream ads
Goal: In-stream ads have the potential to increase conversion and reach new audiences among YouTube's massive user base.
Relevance
to audience: Low to medium. (Although in-stream
ads can be effective if you’re targeting the right audience, they can be viewed
as disruptive in many cases.)
Estimated
cost per click: Low (10¢ to 30¢).
Recommended
for: Businesses looking to drive massive
awareness campaigns can greatly benefit from YouTube's large user base.
In-stream
ads can be skipped or not, and they can appear before, after, or during a
YouTube video that is longer than 10 minutes. In-stream ads can also be found
in related videos and on websites and apps that use Google ads.
Non-skippable
in-stream ads are charged on a per-impression basis, whereas skippable
in-stream ads are charged on a cost-per-view (CPV) basis, which means you only
pay when a viewer watches at least 30 seconds of your video, or the full
duration if your video is less than 30 seconds.
Ease
of implementation: The campaign itself,
like in-feed ads, is relatively simple to implement, but video content can be
costly to produce.
14.
Bumper ads
Goal: Driving conversions with a short, memorable message.
Relevance
to audience: Medium. (Bumper ads are only six
seconds, so they’re less disruptive than longer ads and create a sense of
urgency.)
Estimated
cost per click: Low (10¢ to 30¢).
Recommended
for: Customers who have already purchased from
you require less information about your brand or product, so bumper ads are
ideal for retargeting.
Bumper
ads are YouTube's shortest type of video ad, lasting only six seconds. The time
limit can limit your ability to raise brand awareness, but for businesses
looking to retarget previous buyers, it can serve as a gentle reminder.
Ease
of implementation: Implementing a campaign presents the same challenges as
other video campaigns, but because the video is shorter, production costs for
bumpers can be kept low.
15.
Masthead ads
Relevance
to audience: Low (mastheads tend to cast a wider
net, so while you may reach more people, there’s a lower chance the ad will be
relevant to them).
Estimated
cost per click: High. (Masthead ads must be reserved
through a Google sales representative, so costs are negotiated based on conversion
estimates and your campaign goals.)
Recommended
for: large brands looking to drive conversion
relating to a specific product, event, or campaign.
Masthead
ads appear at the top of YouTube's homepage feed for both desktop and mobile
users. Masthead ads are difficult to ignore due to their size. While the high
visibility is a plus, the ability to work directly with the Google advertising
team on the campaign is the biggest advantage.
Other
types of Google ads
Some
Google ad campaigns are more difficult to classify because they can include
search, display, and video ads. Nonetheless, these ad campaigns are worth
discussing on their own because they can present unique challenges and use cases.
16.
Remarketing Ads
Goal:
Prospective buyers who have previously visited your site, browsed a specific
category page, added items to their cart, or made a purchase will receive
targeted advertising.
Relevance
to audience: High. (They’ve at least visited your
site already.)
Estimated
cost per click: Low (25¢ to $3).
Recommended
for: Despite driving traffic to their website,
all businesses, particularly those that do not use retargeting.
While
attracting visitors is the first step toward converting them into customers,
most visitors are unlikely to make a purchase or provide any information right
away. If a 2% customer conversion rate is considered good by most industry
standards, that means that 98 percent of traffic will not result in a
purchase—at least not on the first visit.
Retargeting
is a strategy that allows you to continue to reach these visitors off-site,
often at a lower cost, to entice them to return to your site with different,
more targeted messaging.
Retargeting
is a powerful feature that can help you convert first-time visitors into repeat
visitors and, eventually, first-time buyers. It can also be used to drive
repeat purchases by advertising to current customers. For example, you can use
retargeting on YouTube to show video ads to users who have previously visited
your site. This creates a stronger second impression and can be very effective
when combined with an existing strategy.
Unlike
the other display campaign types discussed above, where your ads appear is less
important because you're targeting specific users who will recognize your brand
regardless of which site it appears on.
To
maximize your retargeting efforts, however, you will need to do a lot more
segmenting based on users who have recently visited your site, explored your
product pages, or abandoned their carts. Simply targeting all users who have
visited your site in the last 30 days may result in you reaching buyers who
have no intention of making a purchase.
In
the same way that there may be a wide range of search terms to consider for
non-branded search, how you target a user who saw a specific product and added
it to their cart in the last 24 hours will differ from how you target a user
who was on your homepage 40 days ago. Your expectations should reflect this.
Ease
of implementation: This type of campaign
isn't difficult to set up, but you'll need to devote resources to keep it
running because the goal of retargeting is to create a profitable mechanism for
converting past visitors into customers. You'll also need your channel with
video assets uploaded to YouTube if you want to use YouTube retargeting for
video ads.
17.
Similar audience campaigns
Goal: Increase awareness and acquire new customers by advertising to users who share similar interests or characteristics as your existing customer base.
Relevance
to audience: This will depend on how similar your
original list's customers are, as well as how relevant your product/service is
to the audience you're attempting to reach.
Estimated
cost per click: Low (25¢ to $3).
Recommended
for: Merchants who have already set up and optimized
their most profitable campaigns and are looking to test new customer
acquisition campaigns. A seed list of emails must be uploaded to Google to
serve as the basis for your "similar audience."
Similar
audience campaigns (such as Facebook's lookalike audiences) are based on the
same CRM remarketing lists. Instead of directly advertising to your existing
customers, this campaign will target similar users based on information Google
has about them.
Google Ads can use similar interests shared by your seed audience to match your ads to other users on the Google Display Network who also share those interests.
Ease of implementation: We recommend starting with intent-based campaigns, but if you're testing similar audiences on Facebook, this could also be a viable option for testing and reviewing performance.18.
Google app campaigns
Goal:
Getting users to download a specific app
from Google Play.
Relevance
to audience: Medium to high.
Estimated
cost per click: Low (10¢ to 30¢).
Recommended
for: Businesses looking to promote their app.
An
app ad campaign can be very beneficial if you have an app on the Google Play
app store. During the campaign, Google will serve a download link to users
through Google search, YouTube, the Google Play app store, websites that use
Google ads, and other Google partners and publishers.
KPIs
such as clicks, app installs, or even pre-registration can be used in your
campaign (if your app is not yet finished). Google monitors the performance of
your campaign across all of its platforms and makes algorithmic adjustments
throughout the campaign to serve the most effective ads.
App campaigns are more difficult to implement because there are more moving parts, but they can be extremely effective if you sell an app in the Google Play store.
Optimize
Google ad campaign
We
won't sugarcoat it: success with Google Ads is difficult. However, any eCommerce
business willing to figure out how to advertise to its massive user base based
on search intent and a variety of other targeting options and placements will
benefit from the Google Ads platform.
Hopefully,
you now have a better understanding of what is possible on the Google Ads
platform, what to expect from the various campaign types, and how they can
interact with the rest of your marketing engine.
Whether
you invest time and money in learning how to run your campaigns or rely on the
services of an agency or expert, getting to know the platform and your options
is a great first step.
Check Part 1, Search Ads
Check Part 2, Display Ads
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Illustration
by Eugenia Mello
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