Should I be running video ads and what can I expect?

If you want to increase your brand awareness as well as remind your prospects of your offer, running video ads will definitely help. Some videos show on YouTube while others show on the Display network (meaning, your videos can appear on other sites.)

Video ads are best used with Remarketed Audiences––those who have already gone to your site and completed a conversion. People who watch your video aren’t necessarily searching for a solution at that moment. So, using video ads to remind the right audience (remarketed) about your offer can help increase their desire to buy.

How will video ads impact my conversions?

Videos are often not clicked on directly. Instead, leads will watch the ad a few times then search the brand on Google afterwards.

This makes conversion hard to track directly, but you should see a rise in the conversion rate of your Branded Campaign and View-Through Conversions report.

Where should I host my videos?

Videos will need to be hosted on YouTube. Then, your YouTube account should be connected to your Google Ads account under “Linked Accounts.”

How do I keep my audience engaged?

It’s important to remember that if your video ad is not engaging right off the bat, you’ll lose a big percentage of your audience immediately. So if you want to build effective video ads, you need to grab your audience’s attention with a great hook.

4 Tips to getting your audience hooked and engaged:

1. Start from the climax. Drop your viewers in the middle of the action––the most exciting, dramatic, or interesting scene in the plot. When you start at the peak of the climax, you successfully catch their attention.

2. Make sure that the story is relevant to your audience–and specifically made for your avatar. Address your viewers’ wants and needs and make them feel like the story is about them.

3. Use imagery and language (e.g. script) that your viewers aren’t expecting. This helps in disrupting behavioral patterns, beliefs, and any preconceived notions about your story or offer.

4. Keep your viewers guessing. Add some element of surprise to keep the anticipation going. Only reveal enough information that will make your audience curious to find out more.

How long should my videos take?

It depends on the type of ad format and sequence you’re using. Some can take as short as 6 seconds, others might run longer. Here are 5 video ad sequences you can use for your YouTube Ads:

  1. Tease, Amplify, Echo (3 videos). This sequence is composed of 3 videos. You start with a 6-second video to tease the audience. Then, you amplify your message with a longer video that explains your offer. After that, you end with a 6-second ad to reinforce your message and nudge viewers to take action.

  2. The Direct Shot (3 or more 6-second videos). This type of sequence uses the same video format but from different angles to avoid repetition and viewer fatigue. We recommend that you limit your videos to 6 seconds and make sure you break down products or services into clear value propositions.

  3. The Mini Series. These are like the direct shot, but with longer form videos. One of the things that makes the mini series so effective is you can sequence the video ads based on how users engage with your content. If someone viewed your video, you can serve more ads they might be interested in. If someone skipped your video, you can show a more straightforward video with a CTA. With the mini series, you can break videos into different parts of the story––the conflict, the climax, and the resolution.

  4. The Follow Up (2 videos). In this video ad sequence, you start with a long form video that explains your brand and your offer. Then, follow up with a shorter video to keep the message alive and drive your viewers to your CTA.

  5. The Lead-In (2 videos). This video sequence involves two videos. First, a 6-second video that introduces the narrative and teases the story. Next, show a longer video that presents your product’s features, benefits, and USP. Don’t forget to end with a strong CTA.

Additional Tips:

  • Since videos are often skippable, it’s critical that you mention your brand or company name and your offer within the first 6 seconds.

  • For a bigger impact (but not mandatory) show your company logo within those first 6 seconds, and place it anywhere except the bottom right.

  • Start with a question or shocking statement in the first 10 seconds.

  • Tell the viewer "what's in it for them" (make them the hero of the story).

  • Video length and aspect ratio aren't important.

  • Don't mention time-specific details. Keep the content evergreen, because Google has to re-optimize every time the video is replaced.

  • Make a handful of videos & let Google rotate between them to find the winner. Don't limit yourself to one video.

  • Google will create sequences from your videos automatically (i.e. it will show video A to a user and then video B to the same user if it finds that to be the order that gets the highest engagement)

Here is our helpful 1-minute script template that could come in handy if you plan on making a video soon.

Steps to making a video:

  • Go to Videohive.net and search for “Explainer” to find explainer video templates.
  • Find the one you like and write the script.
  • Then send the script to someone who makes videos on Fiverr.
  • Then find someone else on Fiverr to do the voiceover. You can also get a famous person to do a cameo on this site.