google video ads best practices

Google Video Ads

Best Practices

By Kevin Ferguson

Video Ads

Top 5 Elements For Success

1. Create a Story, rather than an ad

2. Use a Compelling Opening Image

3. Keep Videos to the Point

4. Use a Strong Call-to-Action

5. Measuring Effectiveness

Most Viral Videos Tell a Story

Goal: Take a viewer, who is not yet in your buying funnel, and show them how your business can help fill a need in their lives

First Step in the funnel: awareness & interest

Click-to-Play

The Chase (Intel)

Click-to-Play

Start with a Compelling Opening Image

Batelco “Infinity” Ad

The Girl Effect: The Clock Is Ticking

The Nike Foundation

The image needs

to inspire

people to click.

Click-to-Play

Click-to-Play

Keep Videos to the Point

After 30 seconds, a user’s attention tends to decline

Use analytics, & see where visitors stop watching, then Cut the Uninteresting Parts

0

25

50

75

100

10 Seconds 20 Seconds 30 seconds 1 minute

Audience Engagement

Use a Strong Call-To-Action

“Instead of watching your friends,

Tyrannybook let’s you Watch Your Enemies.”

Use a Strong Call-To-Action

Closing Call-To-Action:

“Instead of watching your friends,

Tyrannybook let’s you Watch Your Enemies.”

Use a Strong Call-To-Action

Closing Call-To-Action:

Join... Fight... Change

“Instead of watching your friends,

Tyrannybook let’s you Watch Your Enemies.”

Use a Strong Call-To-Action

Call-To-Action Best PracticeProvide CTA’s in multiple points of the video, because viewers can stop watching at anytime.

Closing Call-To-Action:

Join... Fight... Change

“Instead of watching your friends,

Tyrannybook let’s you Watch Your Enemies.”

Use a Strong Call-To-Action

Tyrannybook: a social platform for uniting human rights activists. Created by Amnesty Int.’l/Portugal. Watch the ad at: http://www.ted.com/initiatives/aws/tyrannybook.html

Call-To-Action Best PracticeProvide CTA’s in multiple points of the video, because viewers can stop watching at anytime.

Closing Call-To-Action:

Join... Fight... Change

“Instead of watching your friends,

Tyrannybook let’s you Watch Your Enemies.”

Measuring Effectiveness

1. Examine how many people: a. clicked on your ad, then b. visited your site, then c. conducted business w/ your company

2. Examine Your search Brand Campaigns:a. increased impressions & clicksb. increased click-thru-rate

3. Examine your Play-Rate(percentage of people who saw and played your video)

0

375

750

1125

1500

January February March April

Impressions

Clicks

Technical Requirements

1. Audio: 12 db Max2. Max length: 2 minutes3. Suggested Frames Per Second: 304. Minimum Frames Per Second: 14

5. Supported Formats: a. AVI, ASFb. QuickTimec. Windows Mediad. MP4e. MPEG

Prepared by:

Kevin FergusonSEM Staff Consultant Omniture, an Adobe Company(650) 703-0883 kferguso@adobe.com