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When Google ad video campaigns are concerned, it all comes down to your unique marketing objective. Whether you want to drive traffic, increase brand awareness, or persuade your target audience to take an action, leveraging your video campaign may serve all of these purposes through YouTube and the Google Display Network. However, compared to other advertising campaigns, video campaigns tend to be more complex in terms of performance.

In this article, we will look into the basics of Google Ads Video Campaigns and some of the different types of video ads to use in order to get the desired results from them.

Common ad formats of a Google Ads Video Campaign

With the help of video campaigns, businesses can drive users from the top to the bottom of the sales funnel. With new features like bumpers, skippable, and in-steam formats in the video campaigns, marketers are now finding Google Ads Video Campaigns to be more goal-oriented. However, in order to start with the video ads, you need to get familiar with the basic terms related to this type of campaign.

TrueView In-stream ads

As its name suggests, in-stream ads play during, before, or after other videos. With these ads, viewers get the option to skip the ads, usually after 5 seconds. This is why they are also referred to as “skippable ads.” Marketers can customise video ads with multiple CTAs to get the highest number of conversions.

Non-Skippable In-Stream Ad

In duration, non-skippable ads may be 15 to 20 seconds and can be played mid-roll, before, or after the video. This type of ad is best with CTAs as they are non-skippable, which means you can get the option to optimise the attention of your viewers. This will allow you to encourage your viewers to click on the ad.

Bumpers

When it comes to YouTube video ads, bumpers are the shortest type available that usually lasts 6 seconds and typically appear before a chosen video by a user. These are non-skippable ads that may not convey a good story in the limited timeframe but get the highest number of impressions that can complement a larger campaign.

Discovery ads

This type of ads can be majorly spotted in the YouTube search results page that can be run in both desktop and mobile devices. These ads typically consist of an image that serves as a thumbnail with a short ad copy of up to three lines of text. Users are redirected to the channel page or YouTube watch after clicking on the video.

Companion banner ads

With companion banner ads, you can drive additional views as well as convey your message to the audience. However, one thing you need to keep in mind when comparing companion impression to video impression is that companion banner ads do not show on all YouTube pages where in-stream ads are typically shown.

Overlay Ads

This type of ad usually hovers at the bottom of the video and can be an ideal supplement to the in-stream ads. These banner ads can be an excellent way to promote your product or service without being intrusive to the users.

While these are the different types of video ad formats that are common when it comes to video campaigns, below are the tips to optimise them properly.

Have a clear goal and metrics: The success of your Google ad video campaign depends on certain factors that you need to track. Always review the placements of in-display ads that appear across the Google Display Network for poor performance. These may include views and impressions, view rate, conversion, and audience.

Monitor poorly performing placements: Always review the placements of the in-display ads that appear across the Google Display Network. If you notice a site is contributing to poor performance for the metrics you are targeting, exclude them to increase your CPV.

Add CTAs: Make sure to add call-to-action overlays whenever you are running a video ad. You can link the ad to a landing page, information page, product page, or more.

Add a customised thumbnail:  Using a customised thumbnail with high-quality images can be an enticing way to attract users to click on your video. However, make sure to optimise it properly for different devices.

Conclusion

With the ever changing digital space, video content has been a must-have in the content strategy for many businesses. Along with the new features, YouTube ads have become more targeted than ever, making it ideal for marketers to target and leverage the platform more effectively.

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