Launching a video advert campaign is a good step, however, there are some things you need to set up prior to beginning to pay for views to make the most of your budget and to see the highest return for your client.
Here are 10 tips to optimize your AdWords for video ads. Let’s check it out!
1. Define your metrics and goals.
When analyzing the outcomes, there are 4 main categories of metrics you could track for each video to optimize your AdWords for video ads. These are located under the “column” drop-down in your campaign interface.
Under the “views” category, you could better understand what percentage of the advert people seen and know how the advert drove earned views or views on your brand’s other videos.
This category can be utilized to track likes and shares for each video advert.
The view rate should signal if the creative and message are fascinating or entertaining enough for people to watch the advert. By rising your view-through rate (VTR), you’ll decrease your value per view.
Conversions will assist you to better understand in case your advert is driving leads and returning a high ROI for your brand.
Depending on the targets for the brand, you need to decide some goals based on these metrics and formalize a plan for optimizing creative and trying different targeting criteria to enhance outcomes. Your goals also need to decide the kind of content you’ll function in the advert — some metrics are better for branding goals and others will drive leads and conversions.
2. Track low performing placements.
When you are running in-display adverts that’ll appear across the Google Display Network, you could review where the advert has appeared in by navigating to Video Targeting > Placements > Where adverts were shown > Display network from your Google AdWords Campaigns dashboard. Review this list to see if any specific websites are contributing to poor performance for your desired metrics. Exclude these websites from your advert campaign moving forward to grow your average CPV.
3. Use a custom thumbnail image.
Design or use a high-quality still picture from the video to entice a viewer to click on your video. Keep in mind, this picture needs to be legible by users on different devices, including mobile. In case your picture accommodates an individual, make sure that she or he is wanting into the digicam. In case you are that includes a product, make sure that the background is not distracting.
4. Drive people to buy with cards.
A YouTube card is teased with a small “i” symbol, which the viewer could click to increase. You could time this appearance so only users engaged with the video and content will see the notification.
With cards, you could feature a product related to or featured in the video to drive product purchases. You could also use cards to drive fundraising donations, traffic to a URL, or traffic to other videos as shown in the example below from Refinery29. Every format will permit you to customize the card with text, photos, and other options.
5. Create calls-to-actions.
When promoting a video on YouTube, you could include call-to-action overlays that link to a URL. You can link to a landing page, product page, info page, career page … whatever you’d like. You can also send people to a favorable report or interview that includes the brand.
Adobe highlights one of its live videos utilizing a call-to-action overlay:
6. Create a YouTube end slate.
Make an end screen to drive more subscribers to your channel, promote your social networks, or improve interest in your brand. If somebody has watched a video till the end, it is a great sign they enjoy your content and maybe excited about subscribing to your channel for future updates. The Tonight Show Starring Jimmy Fallon‘s end slate uses this screen to drive subscribers and social media followers while also highlighting other fascinating topics its host has featured. When you build the picture, you will be able to annotate the end screen in YouTube’s video editor.
7. Use negative remarketing.
If you’re running a campaign for a longer period of time and need to solely entice new customers to a model, contemplate creating an inventory of people that your advert won’t be proven to. When viewing your AdWords Campaign screen, choose “Shared library” on the lower left sidebar. Then choose “Video remarketing” and “+ Remarketing List”. You could stretch your campaign budget and target only unique users by choosing to not show your video advert to somebody who has previously seen the particular video, who has visited your YouTube channel, or shared, liked, or commented on any of your videos on your channel.
8. Use close captioning to cater to viewer’s needs and wants.
This tip applies to all YouTube videos — however, it’s a general greatest practice that isn’t followed by many brands. Include a quality video transcription you have generated and approved. Only user-uploaded transcriptions are indexed by Google because YouTube’s automated captioning could be less than reliable. Relying on your target audience, you might also want to include transcriptions in various other languages. You could also offer users the option to download or go to a website page with the full transcription in your video description.
9. Qualify viewers.
Sometimes, your advert will be seen by people who have no interest in your product. Encourage them to skip the advert if the content is not related so you don’t have to pay for the view and they do not waste their time watching irrelevant advertising.
10. Take into account making your advert longer.
In terms of TrueView ads, if the advert is under 30 seconds, you pay only if a viewer watches till the tip. If the advert is longer than 30 seconds, you pay if the viewer watches it for at least 30 seconds. In both cases, you pay if the viewer interacts with your advert before it is over. Think about this when you’re coming up with ideas for content for the advert. You might want to put messaging at a certain point so uninterested viewers can skip the advert, or you may provide particular offers towards the end of the video.
We hope that this post will help you to optimize your AdWords for video ads