Video Marketing via Google AdWords – A Strategic Approach
The rise in consumption of videos has been one of the most exciting trends in the recent years. With the attention span of customers decreasing every day, marketing of content is becoming more visual. It is predicted that by 2019, 80% of all traffic on the Internet will be to video content. If this is the case, the need for brands to expand their use of videos towards fulfilling the customers experience is immediate.
A large percentage of video content goes completely unnoticed when there is no marketing for it. It is therefore of prime importance to market your videos to build a successful brand experience.
Google AdWords for Video Marketing
Though there are many platforms catering to video marketing, Google AdWords is undoubtedly the best. Marketing of videos through Google AdWords gives you more control over your video campaigns. From campaign creation and video targeting to deriving metrics and analyzing performance, Google gives you good control and leverage over your videos.
Video Marketing through Google AdWords works on YouTube and Google Display Networks. This gives you a reach to over 90% of Internet users worldwide. The wide variety of targeting methods such as interests, placements, demographic groups and remarketing lets you reach specific audiences who are most likely to be interested in your video content.
- Structuring Video Campaigns
A successful video marketing strategy starts with the perfect structuring of video campaigns. It starts with targeting a specific audience based on any one of the targeting methods. In my opinion, targeting through placements works the best. This lets you spread your video ads across specific genres and video channels. For useful insights into top channels across genres, tools like keywordtool.io, VidStatx.com and Google Trends are helpful.
When you select an audience group for targeting, Google gives an estimated views-per-day calculation. Choose not to include Google Display Networks if you have a small budget since this allows a lot of traffic to your videos which easily consumes your daily budget.
- Keep the Budget Limited
Depending on your target group, YouTube can easily exspend your budget for the day. This calls for keeping the budget under check and minimizing the target audience. This enables you to close the target groups that don’t perform as expected. Also, an unexpected volume of clicks is kept to a minimum when the budget is small.
- A/B Test your Video Versions
A very important step before going live with video ads is a/b testing of video versions. Your videos are charged on the basis of views and not impressions. A view is calculated as anyone who watches your video ad for 30 seconds or above. (If the video is below 30 seconds, one view is calculated when someone completely views your video ad).
Make a long and short version of your video ad and test it. Make sure that the brand message is explained well in your ad. More often than not, people would prefer to watch the video ad which explains the brand message completely. Even if that is the long video, people would have no problem going through the entire video. Check the engagement of both versions and go with the variation which engages more.
- Measure Impact of your Video Ads
You can measure the impact of your video ads/campaigns by looking into various factors. One factor is the view rate, which is the number of views over impressions. A decent view rate benchmark for a typical video ad is around 30% or more.
This is how you can strategically optimize your video marketing campaign via Google AdWords for optimum results. When the campaign doesn’t perform well, don’t be afraid to tweak and change strategies. Always analyze the report of one video campaign before going ahead with another. This lets you avoid the mistakes that were made in the previous campaign.
If you have worked on Google AdWords earlier, you will find AdWords video campaigns to be extremely simple.
There are many platforms for video marketing but Google AdWords is clearly the most powerful among them. The useful insights you can get from Google AdWords makes it an ideal platform for marketing your videos.
Everything from the creation of campaigns and targeting, to deriving metrics and analyzing performance is easier with Google AdWords. Since video marketing through this platform works on YouTube and Google Display Networks, there is a reach to over 90% of Internet audiences around the world. The various methods of targeting based on interests, demographic groups and placements enable zeroing in on the right target audience for displaying your videos.
- Structuring Campaigns
Structuring of campaigns is the first step to market your videos effectively. Start by targeting a specific group of the audience using any one of the targeting methods. For more control over your campaigns, targeting through placements would work best. This way, you can target specific videos and channels on YouTube for enhanced performance. Tools like keywordtool.io, Google Trends, and VidStatx.com provide useful insights for targeting using placements.
- A/B Testing of Video Versions
A/B Testing of videos is an important step before you go live with the campaigns. Since you will be charged on the basis of views and not impressions, it is essential to pick an engaging version of your video. The budget is used with the increase in the number of views. One view is when a user views your ad for 30 seconds or more. In the case where your video is below 30 seconds, one view is counted when the user views the complete video.
Record a long version and short version of the same video. You must ensure that you get the brand message out clearly to the user. People more often prefer a video version that explains the brand well, even if it is longer. Check the engagement of both versions of videos and pick the one that engages viewers more.
- Analyzing Performance
Analyzing the performance of your video campaign enables additional learning which can be applied in subsequent campaigns. View rate is one metric that gives a clear picture of the performance of your campaign. It is essentially the number of views over impressions and hence you get a fair idea of how your video is performing. A good view rate benchmark for a video ad campaign is 30% or more.
Conversion is another metric which can be used for analyzing the performance of your campaign. You can derive results from the number of user registrations, sales and calls generated. Also, the increase in organic search queries and direct traffic work as an indirect impact of your video ads.
This is how you can strategically approach video marketing via Google AdWords. Just like any other marketing campaign, be sure to analyze performances regularly and make necessary changes to enhance engagement. Check reports of your video campaign to learn from mistakes made and avoid them in subsequent campaigns.
Creating and managing video ads is surprisingly simple using Google AdWords. Try it now to engage your videos effectively!