What makes a good video ad in the world of Google advertising?
Understanding the basics of Google advertising and what makes a video ad great is key to gaining consumers, growing your brand and ultimately succeeding in the digital advertising world. Creating an engaging video ad that will do all of the above is a difficult task, but there are a few things you can focus on to increase the effectiveness of your video ad.
1. Video ads should have engaging, relevant content.
Words are everything – even in a video ad. Any kind of display advertising should include relevant, authoritative content that not only adds value to your company, but that also builds a relationship between the user and your brand. Google advertising content should also communicate a clear message in a way that’s easy to digest for the average person.
2. Video ads should drive traffic to your related videos.
Have you ever visited a website only to get trapped for hours, watching video after video or reading blog after blog? I know I’ve been there, and if you get your website visitors to do the same, you’ve tapped into something awesome. Just as a blog writer links to their own related content within other content, you can draw users into your video stream by providing links to additional video content. This is a very efficient way to utilize Google advertising to your advantage.
3. Video ads should include a clear call to action.
Whether you want the user to subscribe to your YouTube channel, leave a comment, visit your website or make a purchase, make sure to include a clear call to action within any video ad. Google advertising is all about giving the user what they want and/or need, so once you determine what that is, make it easy for them to take action.
4. Video ads should get to the point quickly.
Most users will stop watching a video ad after just 45 seconds so doesn’t it make sense to convey the most important part of your message at the very beginning of your video? No matter how creative and engaging your Google advertisement is, we all tend to have limited attention spans. So use the first few moments of your video ad to rope them in.
5. Video ads should tell a story.
Much of digital marketing involves telling a story of some kind. As a business, you should want your Google advertising to be more than just a commercial advertisement. Instead of hammering away at the sales pitch and focusing on the product itself, tell the story of the people who use your product or service. Consumers can better relate to human experience and therefore, they can better relate to your product or service.
6. Video ads should have personality.
What’s your favorite commercial? If we had to guess, we’d say it’s probably one that made you laugh, cry or feel some kind of emotion. Video ads with personality engage the user by appealing to human emotion and in turn, being more memorable. Robotic, stale video ads do neither and neglect the basics of humanity. Incorporating your business’s “personality” and values applies to many other aspects of digital marketing as well, including social media marketing and web design.
7. Video ads should be target a specific audience.
When creating a video ad (or any kind of Google advertising) you need to really understand your target audience. What age group do you intend to speak to? What kind of interests does that age group or demographic have? Taking the time to study your users will help you define what it is they’re looking for in a service or product.
What other things make a great video ad? Leave us a comment and let us know what other qualities you think make a great video ad.
JumpSIX Marketing creates all kinds of creative and engaging video ads for clients around the country. Contact us today for more information about our services including video ads, display advertising or any other kind of search engine marketing.