Google Video Ads Best Practices By Kevin Ferguson
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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 [email protected]
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