Millions of people consume content daily and the way it’s consumed has changed drastically. Video content tops the rank when it comes to content preference.
No matter whether it’s product demos, behind the scenes, or eye-catching ads, video gives brands a chance to connect with audiences in a way text and images simply can’t. Video content paired with Google ads is one of the most powerful combinations in digital marketing today.
Every content now is fighting for attention with static ads, video that allows you to tell a story and build trust. Videos help to inspire action within a few seconds.
Google’s massive reach across platforms like YouTube and its partner networks makes it possible to put stories right in front of people for them to engage with them.
For companies, videos aren’t just another ad format; they are a ticket to visibility, higher conversions and long-term brand growth. In this blog post, we’re going to take a detailed look at how you can master video ads in Google.
The Significance of Video Within Google Ads
Users are inundated with ads while they scroll, swipe, or search. Ads tend to be ignored, with one exception for video; video will stop the user in their tracks. According to research, people will remember up to 95% of what they saw in a video compared to only 10% if they read the same information. This should be reason enough to start using video as your medium in Google Ads. So, what makes video so powerful?
- Instant Attention – The movement, sound and visuals [of video] speak to users more quickly than text or still images.
- Emotion – Video can express tone, mood and authenticity, which means trust can be built with potential purchasers.
- Global – Being the second largest search engine after Google, your client’s video could reach billions of people.
- Conversions – When you consider that video ads are usually more engaging, the click-through rates and other relevant actions (whatever that action might be), sign-ups, purchases, or engagement are often measured at much higher rates than static images and text.
When you combine the power of Google’s wonderful targeting capabilities and the storytelling methods of video, you are no longer running ads; you are creating memories for people that they will remember.
Effective Strategies for Making Engaging Video Ad Campaigns
Uploading a video to Google Ads is not enough to drive meaningful ads. Your ad must be deliberately created to garner attention, offer value and prompt action. Here’s how to develop video ads that will not only engage viewers but will perform optimally:
1. Hook the Audience Immediately
The first five seconds can literally make or break a video advertisement. If viewers skip, you have missed the opportunity completely. Use a provocative statement, statistic, or engaging visuals that will instantly capture the viewer’s attention.
For example, a fitness brand could open the video with the following line, “Did you know that 80% of people quit the gym within the first 3 months?” — that space immediately elevates the viewer to the specific problem and their decision-making process around the product.
2. Be Succinct
Shorter ads generally perform better. For the majority of campaign ads, stick with 15–30 seconds for the spot, unless you have a deep brand story to share. Clearly state why every second matters; speak to conciseness and clarity in your ad and minimize unnecessary fluff.
3. Tell a Story in Seconds
In just 20 seconds, you can have the viewer follow a story arc:
- The Problem – Call attention to a pain point that the viewer can identify with.
- The Solution – Demonstrate how the product/service solves the problem.
- The Result – “Show” (no words) or tell the viewer the benefit or transformation (outcome).
CTA allows the viewer to take action immediately. This mentality allows you to engage users with an arc that keeps them there, while you gently guide them toward a turning point, using a story structure.
4. Mobile First Design
70% of watch time on YouTube is spent watching videos on mobile devices. If your ad isn’t catered to the small screen experience, your chances of effectiveness diminish. Make the text sufficiently large and legible. Avoid overly complex visuals. Make sure your video can play vertically and horizontally. Adding subtitles can also be beneficial, as many people turn on the video while muted.
5. Branding Early
If your client’s logo or brand name lives only in the final frame of the ad, you miss out on a significant opportunity. Whether the brand colours are in place, or a logo sits in the corner, or just a direct shot of the product/service without complication, the concept of brand recognition means that even if the viewer fast-forwards, they will remember the business name.
6. Use Emotion on Your Side
One of the positive aspects of video is its unique capacity to deliver an emotional experience. That is easier to do with background music, meaningfully utilized when appropriate for the business or the story you are telling.
7. A Strong Conclusion and Call-To-Action
Every advertisement should lead the viewer somewhere and articulate what action the viewer should take next. For example, “visit our site”, “subscribe now”, or “get your free trial”. Viewers will never know what to do next unless you tell them. As always, reinforce it with on-screen text or clickable opportunities.
Advantages of Including Video in the Google Ads
Including video in your client’s Google ads efforts is not only about being current and trendy, but focuses on results that can be quantified. The main advantages are:
1. Additional Audience Reach via YouTube and Beyond
YouTube alone has over two billion active users per month, positioned as the second-largest search engine in the world. In addition, the Google Video Partners will allow the ads to display on sites and applications outside of YouTube; the reach is extensive.
2. Increased Audience Engagement
Unlike static banners, video has a far greater capacity to grab people’s attention and then keep it. With motion visuals, sound and a storyline, you will stop the scroll and encourage people to keep watching. When you engage, you provide more opportunities to engage with the audience.
3. Better Ad Recall and Brand Awareness
Viewing research shows that viewers are significantly more likely to generate content recall after viewing a video vs a text ad or banner ad. This should lead to better ad recall and increased brand awareness, with or without a click from a consumer.
4. Higher Chance of Conversion
When a person is clearly shown a problem and a solution via a quick video, they tend to become more inclined to take action. It can be filling out a form, clicking a link, or physically going to an establishment.
5. Flexible Targeting Possibilities
Google Ads allows multiple layers of targeting — demographics, interests, search intent and placements. When you add video into the mix, you’re not just reaching people — you’re reaching the right people at the right time.
6. Cost-Effective Marketing
Many advertisers believe video is expensive. In the case of skippable formats, you only pay for a video impression after someone views greater than the first 5 seconds, so you can receive brand impressions for free and only pay for real engagement.
7. Competitive Advantage
Not every business has fully invested in video yet. By including it in your client’s Google Ads, you differentiate their business from competitors that are still heavily using text and display ads.
Coming to an end, video has transformed from a “nice to have” to one of today’s most effective ad forms for advertisers. Mixed with Google Ads, the reach, engagement and targeting capabilities are unmatched. Whether this is for a short bumper ad for awareness or a skippable in-stream ad for conversions, video enables advertisers to engage with large audiences in ways static ads cannot.
We live in a competitive PPC space where clicks are not just enough for building a great campaign. A good campaign needs attention that actually converts. This can be solved but making use of Video Advertising, you will be able to help your clients connect better, be engaged and gain actions that inspire. If you are an agency struggling to gain better results, well! We are here to give you a hand.
Take your agency to the next level with our White Label Video Creation Service for PPC Campaigns. From concept to editing, we handle everything under one roof. And for the result, you will see stunning results driving Video Ads for your client’s brand.
We turn your client’s campaigns into scroll-stopping stories that sell.
