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Paid Media 8 min read

Fed Fix: How to Craft the Perfect Google Video Ad

Natalie Yelton photo

Natalie Yelton

Content Writer @ Galactic Fed

Published 05 Jan 2021

From 60 second Tik Tok videos to full-length feature films, we are watching more and more videos online. 85% of US internet users surveyed said they watch online video content on one of their devices every month.

We like videos—a lot. 

When asked what type of content they want to see from brands and businesses they support, both Gen Zs and Millennials opted for video.

People also say they pay more attention to videos compared with other types of content:

Graphics showing that people pay more attention to videos compared with other types of content.

Source: HubSpot

In addition to capturing their full attention, internet users say they’d like more video content from companies going forward. Video is clearly the front runner when it comes to how we prefer to receive information and learn about brands online.

How can you reach potential customers and engage existing ones while building brand awareness and loyalty? The answer is video ads. 

Help people learn about your product or service through a compelling video ad. As part of our paid media series, we’re sharing our tried and tested tips and tricks for crafting the perfect video ad to help you capture people’s attention online, drive traffic to your website and increase sales and leads.

Types of Google video ads

First things first, let’s cover the basics. 

Google offers six different types of ads you can use for your next video campaign:

  • Skippable in-stream Google ads
  • Non-skippable in-stream Google ads
  • Video discovery Google ads
  • Bumper Google ads
  • Outstream Google ads
  • Masthead Google ads

It’s essential to understand the difference between them to figure out which ad type works for your marketing budget and helps you achieve your content marketing goals. 

Skippable in-stream Google ads

Skippable in-stream video ads show up at the start, during, or at the end of other videos online. They can appear on YouTube and other Google partner websites and apps. As the name suggests, viewers can skip these ads if they choose to, after 5 seconds:

Skippable in-stream video ads.

Source: YouTube

From increased sales and leads to boosted traffic to your website, skippable in-stream ads can help you achieve several digital marketing goals. 

There are several different ways to pay for skippable in-stream video campaigns, including bidding on cost-pre-view (CPV) and cost-per-thousand-impressions (CMP.)

Non-skippable in-stream Google ads

A close relative to skippable in-stream ads, non-skippable in-stream ads do what they say on the tin. With people unable to skip your Google ads, non-skippable in-stream ads are an excellent way to get your whole message across with up to a 15-second video. 

You pay for non-skippable in-stream ads based on impressions of your video across YouTube and Google partner sites and apps.

Video discovery Google ads

Video discovery ads appear on YouTube and rely on viewers to discover them, click on the video thumbnail to watch your ad while browsing YouTube for videos.

These Google ads can show up in places such as the top of the YouTube search results page, the YouTube mobile app, or the suggested videos section on a YouTube videos watch page:

Video discovery ads on YouTube

Source: Instapage

You only pay Google when someone chooses to view your ad, for example, when they click on the video thumbnail. 

Bumper Google ads

Bumper ads are a great way to reach a broad group of viewers with a compelling and concise message. These video ads can be up to 6 seconds long and play before, during, or after a video on YouTube or other Google partner sites and apps. 

Check out this bumper ad from Mercedes-Benz featuring their new two-door sports car reaching speeds of over 60 MPH in 3.8 seconds:

Source: HubSpot 

Viewers can’t skip bumper ads, and you pay Google based on ad impressions. 

Outstream Google ads

If you want to expand your ad’s reach on mobile, outstream ads are just the ticket. Outstream Google ads are mobile-only and appear on Google partner sites and apps - they do not show on YouTube. 

You’ll only be charged when someone watches your outstream ad for 2 seconds or more, so it’s based on ad impressions.

Masthead Google ads

Relatively new on the block are masthead Google video campaigns. These ads appear at the top of the YouTube homepage, autoplay without sound for up to 30 seconds, and are only available by reservation through Google:

Google video campaigns at the top of the YouTube homepage.

Source: Search Engine Journal 

Masthead ads are great if you’re launching a new service or product or you want to tell as many people as possible about a special offer or sale you have on. You can create a video and customize the audience you want to see your ad, and you pay for masthead Google ads either on a cost-per-day (CPD) or cost-per-thousand-impressions (CPM) basis.

It’s important to note you can’t add a call to action to a masthead ad. 

Three tips & tricks for crafting the perfect video ad

Keep your videos brief 

The truth is the information age is narrowing our attention spans. Create a video that is concise to ensure your message reaches the greatest amount of people possible. This is particularly important with Google ads, given many ad formats allow viewers to skip after a set period of time. Aim to get your main message into the first handful of seconds to hook potential customers and help your video campaign reach as many internet users as possible. 

Stay on brand 

Your video campaigns should reflect your business and your brand. The language, tone of voice, and style you use in your videos should align with everything you say and do on other channels, like social media, your website, and articles. Taking a consistent approach in your Google ads can build brand awareness, increasing your business’s visibility over time, and reinforcing your key messaging. 

Keywords remain key 

Just as is the case with other paid media and search engine optimization activity, going after the right keywords is key. One strategy you can try is to create a unique video campaign targeting your top keywords. 

For example, suppose you have a carpet cleaning company. In that case, you could create one video campaign targeting “carpet cleaning,” another video targeting “cleaning services,” and lastly, a video targeting the keyword “upholstery cleaning.” 

Each video can be set to reach a particular segment of your audience with corresponding messaging and an appropriate CTA, if applicable. You could then review how each video performs and make changes based on impressions to help your ad perform even better.

Engage more customers with a compelling video campaign

There you have it! The secret to crafting the perfect Google ad is mainly about choosing the right ad formats that help you achieve your pre-defined digital marketing goals. With whatever video campaign you decide to deploy, keeping your video brief, on-brand, and targeting the appropriate keywords will do wonders. 

Galactic Fed is chock-full of seasoned pros when it comes to helping businesses grow with effective Google ads. Contact us today to get help with your upcoming video campaigns. Reach more customers, drive traffic to your site, and increase sales and leads with the perfect Google video ad.

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Natalie Yelton photo

Natalie Yelton

Content Writer @ Galactic Fed

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