How To Integrate Video Ads Into Your Paid Advertising Strategy

SocialB Digital Marketing Blog Last modified: 09 Feb 2017 by Pooja Shevade
Content Marketing | Paid Search (PPC)

With the unlimited high-speed internet at affordable rates available to a large section of the audience, video creation and consumption has seen a considerable growth in recent years.

YouTube has over a billion users — almost one-third of all people on the Internet — and everyday people watch hundreds of millions of hours on YouTube and generate billions of views. In addition, more than half of YouTube video views come from mobile devices. Source: YouTube

With the popularity of video increasing day-by-day, it would be wise to make it a part of your paid advertising strategy now.

Here are some tips to include video advertising as part of your Google Paid Advertising.

TrueView Ads For Shopping

With this type of video ads, your Google Shopping products can be displayed alongside a video. You have the choice of selecting particular products or using dynamic remarketing to dynamically generate product ads based on items visitors have previously viewed on your site.

Image Source: Think With Google

TrueView for shopping campaigns make video ads interactive and can be highly effective in influencing customers to make a purchase decision. The ads shown are relevant to the video and hence push the buyer one step closer to making a purchase. These ads use your existing Merchant Center product data to generate shopping cards, and up to 6 shopping cards may appear on a video ad at a time.

Lightbox Ads For Display Advertising

Lightbox ads on display network are interactive and encourage people to engage with the ads by clicking, tapping, or hovering on them. Lightbox ads expand to fill the screen, display videos, images, maps and more.

Light Box Ads allow you to target relevant audiences using targeting methods like affinity or in-market audiences and you are charged only when someone interacts with your ads.

Image Source: Google Adwords Blog

These types of ads provide a good opportunity to captivate your user’s attention by showing engaging video content.

Video Remarketing

Based on how people have previously interacted with your videos, you can show personalised ads to millions of viewers across YouTube and video partner sites. This is known as “video remarketing.” The chances of improving and increasing your ROI are maximised when you target people who have previously shown interest in your brand or product offering. With video remarketing, you can target people who have:

  • watched any videos;
  • liked, disliked, commented or shared videos;
  • viewed a video as a TrueView (in-stream) video ad; or
  • visited or subscribed to a specific YouTube channel.

For video ads, your YouTube account and Google AdWords account must be linked.

With video consumption on the rise and video ads providing endless opportunities to reach your target audience, it seems like the right time to include video as part of your paid advertising strategy, if you are not already doing so. Feel free to share your video advertising strategies with us in the comments section below.

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