Roadmap to an effective Google Video Ads!
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People spend their hard earned money for marketing and brand awareness. Being an entrepreneur and business owner, you should know how progressive that costing can be for your brand. Taking the light ahead, we will be discussing how effective google video ads can be the best possible way to use them for extracting maximum output!
This article will be answering the following,
So, let us start with the types of Google Video ads.
Types of Google Video ads and its costings
Google Video Ads is a platform through which you can activate your video ads over YouTube and Google Display Network (GDN).
Talking about the types of video ads you can use are as follows:-
- In-Stream Skippable Ads
- In-Stream Non-Skippable Ads
- Bumper Ads
- Video Discovery Ads or In-Feed Video Ads
- Outstream Ads
- Masthead Ads
Let’s have a quick explanation of these types of Ads!
In-Stream Skippable Ads
As the name suggests, skippable ads, you have the option to skip the ads after 5 sec of viewing. These ads are showcased at the start, in between or after the video you select to view on YouTube and other partner sites of Google Display network!
Here is an example of skippable ad
This is an example of an In-Stream skippable video ad from Grammarly. In the first screen shot we can see that the timer is running and we still need to watch the video ad for another 4 sec (It was 6 sec initially, it took me 2 seconds to pause it after being played).
Once the initial 6 seconds are done viewing, the option comes as “Skip Ads” and clicking on it we can jump away from the video ad on to the video we played to watch! Not skipping the ad will result in continuation of the ad till it’s completed!
How do you get charged?
When you go for CPV bidding, that’s Cost-per-view, you get charged when the viewer Watches the ad for 30 sec. If your video ad is less than 30 sec, then you will be charged if the viewer has completely watched your Video Ad.
In-Stream Non-Skippable Ads
These non-skippable ads work the same as the skippable ads, the only difference in both of the formats is that these in-stream non-skippable ads don’t give you the option to skip the ad. Viewers need to watch the complete ad before, in between, or after their selected video plays!
These are showcased on Youtube and other partner sites of Google Display Network.
In the above image you can clearly visualize that the ad says, “Video will play after the ad.” The ad length is between 6 seconds to 15 seconds.
How do you get charged?
Here you are charged on the phenomena of target CPM (Cost-per-thousand Impressions). This means you only have to pay when your video ad reaches one thousand impressions.
Bumper Ads
These are also the non-skippable ads but the major factor which divided both of them is the video ad length. The length of bumper ads is maximum 6 seconds and can be shorter.
These ads are very valuable as they give you an advantage of expressing your brand among the masses in a very short period of time thus making an ever-lasting impact on the viewers.
Here is an example of bumper ad
Let’s see how it looks when your ad is live and shown on YouTube and other partner sites of Google Display Network.
In the present image, we can see that the video ad is of 6 sec and there’s no skip option available.
How do you get charged?
Here also you get charged on the basis of target CPM i.e you need to pay when your video completes one thousand impressions.
Video Discovery Ads or In-Feed Video Ads
Video discovery ads are now known as In-feed video ads. These ads are displayed in the search results. Just like the ads appearing on Google’s Search engine result page, these in-feed video ads appear on the search page of Youtube. Apart from search results, these ads are also present in your YouTube feed and watch next screens.
Image source:- metrictheory.com
In-feed video ads consist of a thumbnail, title, and a short description. With all these resources, the video ad has to be uploaded over YouTube and then placed as an ad. The viewers’ who are attracted by the thumbnail and tend to click on the ad are redirected towards the watch page ahead.
How do you get charged?
Here you get charged through CPV bidding, i.e cost per view. This means you are charged when the viewer clicks on the ad to view. You need to pay for each view!
Outstream Ads
These outstream ads are mobile friendly ads and do not show up on YouTube. These are visible and applicable on partner sites of Google Display Network. It helps you in reaching a wider set of customers. So, in this you can reach the maximum of the masses at very less pricings.
The best thing with these ad formats is that they give you an option for customizable placement options on mobile. In that way, you can place them in portrait, landscape, native, as banners, etc.
Here’s an example
We can see that the outstream ad is used as the banner on the Google display network site.
How do you get charged?
You get charged here through vCPM (viewable cost per thousand impressions). The charge is only applicable if the viewer views at least 2 seconds of the ad!
Masthead Ads
The masthead ads are the banger. You need to showcase to a larger audience in a short span of time, this ad format is the must go!
Basically masthead ads are used for the launch of a new product or service, or in case of any event. These video ads appear at the top of the feed and autoplays on mute, while the viewer can unmute and have a look at the ad. Once the ad is finished the thumbnail appears on the ad. Viewers can click ahead to get redirected to the YouTube watch page.
Viewing these ads on bigger screens like Desktop or TV screens rather than the mobile phones, these ads can be displayed on a wide screen resolution and also on 16:9 aspect ratio.
The most important thing is, you cannot add this ad type directly to the live. For this, you will be needing the help of Google Sales representative and the ad will run on a reservation basis.
With the help of Google’s sales representative, you can add and alter the target audience and also can receive the campaign performance report through them.
These ads are very beneficial. They give you more control as you can fix its pricing, more visibility as your masthead ad appears on the top of the homepage and feed. And rest, you have a representative, so you can customise things as required!
How do you get charged?
You are charged on the basis of a thousand impressions that’s CPM bidding. For rates and campaign enquiry, Google’s sales representative will help you further as these ads are based on the reservation basis!
So, this was all when it comes to the Google Video Ads. Focusing ahead, let’s discuss what pointers and campaigns these video ad formats are best suited for.
Types of Google Video ad campaigns
The main reason behind spending on these ad formats to meet the set goals behind them. So, placing on the google video ads, it offers you following campaign goals:-
Let’s have a quick understanding of what these goals are meant to be.
Sales:-
Focuses on increasing sales and revenue. Redirects towards making a phone call, buy now, purchase now! These ad goals are for customers who tend to buy the product or service or have contacted you for the same.
Preferred ad format:- In-Stream Skippable Ads
Leads:-
This campaign goals are targeted in creating new leads for your brand which can further be nurtured and turned into customers. This goal is fulfilled by having the lead information through any form or asking them to subscribe to your channel, newsletter etc.
Preferred ad format:- In-Stream Skippable Ads
Website Traffic:-
This campaign goal targets in increasing the traffic to your website which can be your potential customers.
Preferred ad format:-
- In-Stream Skippable Ads
- In-feed Video ads
Brand Awareness and Reach:-
This goal is used for the campaigns where the main objective is to make people know about your brand, product or service and reach out to the masses.
Preferred ad format:-
- In-Stream Skippable Ads
- Bumper ads
- Outstream ads
- Masthead ads
Product and Brand Consideration:-
These goals tend to focus on your potential and target customers and help them in making buying decisions considering your brand to the fullest.
Preferred ad format:-
- In-Stream Skippable Ads
- In-Stream Non-Skippable Ads
- Masthead ads
Conclusion
Now, we have done it all and prepared a roadmap to an effective google ads campaign. You have a thorough information of all the types of google video ads and under what goals these are set for the maximum output to be received.
You are all set!
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All the very best!