You already know video content creates high engagement among users, so have you considered using Google Ads to create compelling video campaigns?

In our latest video, Uzair uses a dentist offering teeth whitening as the live example to walk through a Google Ads Video Campaign Setup. If you’re a dentist, you’ll love this. To everyone else, you’ll still get all the value you need by following the principles covered in the video. You can watch it here:

What Types Of Video Campaign Can You Create?

The purpose of video ad formats is to engage customers in different ways, both on YouTube and across video partner sites. There are a few formats to choose from, which we’ll summarise here.

Skippable In-Stream Ads

Skippable In-Stream Ads YouTube

Skippable in-stream ads. These play before, during or after other videos and viewers have the option to skip after 5 seconds.

Non-Skippable In-Stream Ads

Non-Skippable In-Stream Ads YouTube

Non-skippable in-stream ads. These are up to 15 seconds and viewers don’t have the option to skip.

Video Discovery Ads

YouTube Video Discovery Ads

Video discovery ads. These ads allow you to appear in searches and provide a thumbnail next to related videos.

Bumper Ads

YouTube Bumper Ads

Bumper ads. Great for brand awareness, these 6-second ads are perfect for bold, memorable messaging.

Outstream Ads

YouTube Outstream Ads

Outstream ads. A cost-effective option for extending video reach and only available for mobile.

Masthead Ads

YouTube Masthead Ads

Masthead ads. You can only reserve these ads through a Google sales representative, and they tend to be used for big product launches needing massive reach.

What Will You Need To Set Up Google Ads Video Campaigns?

Video campaigns allow you to reach and engage with your audience on YouTube and through Google video partners. When you create a video campaign, you’ll need a strategic plan. You’ll set campaign goals, campaign subtypes, and ad formats that tell people about your products and services and encourage them to take action. Let’s walk through a typical Google Ads Video Campaign Setup.

Choosing Your Goal

Think about what you’re trying to achieve. You’ll need to define the most important business objective from a choice of five: Sales; Leads; Website traffic; Product and brand consideration; or Brand awareness and reach.

This primary goal then determines the campaign subtype you can choose. A campaign subtype specifies the ad formats you can use in the campaign to better optimise your performance.

Setting Spending Objectives

Your budget influences how often your ads show and how prominently they’re featured, and your bidding determines the way your budget is spent. You can decide where to put your cash, depending on the primary goal of your campaign.  

If your campaign spends the budget fully, you can choose to either increase the budget to scale your success, or adjust your targeting, bidding and ads to see if your campaign performs better.

Targeting Your Campaign

You want to reach those searching for your business or brand, so it’s important to use campaign targeting. You may need to reach people in a certain location, those who speak a specific language, or those with a particular interest – all these parameters can be included in your Google Ads Video Campaign. You’ll also be able to add content exclusions, so you can make sure your ads don’t run next to sensitive content. 

Organising Your Ads With Ad Groups

You can create ad groups to organise your ads by a common theme. For example, if you sell three different products on your website, you can create three ad groups, one for each of the three product categories. With ad groups, you can refine your targeting to better reach your intended audience.

Define the people that you want to reach within each of your ad groups. You can choose between demographic targeting or audience targeting.

Demographic targeting allows you to reach people who are likely to be in specific demographic groups that you choose, including age, gender, parental status, or household income. 

Audience targeting is more about groups of people with specific interests, intents, and demographics. This data is estimated by Google based on user insight. 

When you set all your targets you can narrow it down even further by adding relevant keywords, topics, and placements.

Creating Relevant Ads

When creating your ads, focus on using relevant headlines, strong call-to-action, and other creative features that inspire your viewers to take action. We have a whole library of blog posts covering a range of subjects that will help you create effective, relevant ads. You can find them all here.

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About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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