When advertising your business online, there is an array of tools and options available at your disposal. Google AdWords’ search ads, for example, can help a potential customer find your business when they are actively looking for the product or service you offer.
But what if you’re just trying to raise awareness for your brand? What if you would like to use internet advertising to reach potential customers when they are at their leisure, on a mobile device, or enjoying other web-based content? One potential answer is Google’s “Trueview” video ads.
What is Trueview?
Trueview is Google’s opt-in skippable ad format on YouTube, the world’s largest video sharing site. It is the system behind the advertisements you see “pre-roll” that is, before your actual video begins. Like search and display ads, Trueview ads are part of the Google AdWords system of online advertising.
How does Trueview work?
Trueview is actually a remarkably simple, elegant way to show video ads to potential customers. Before the start of a video that a user is attempting to watch, Google will choose between several potential ads it could show to the user. This choice is made by Google examining the following:
- Likeliness of a user to watch the ad, and not skip it
- And the amount that the advertiser is willing to pay for a view.
An advertiser is only charged by Google if the user watches their ad past the 30 second mark, or up to the the end of the ad, whichever comes first. This is a tremendously useful concept, as it prevents an advertiser from repeatedly paying for an ad to show over and over to someone who is unlikely to be a potential customer, or showed little interest in the ad.
Remarkably, this works out well for Google and for YouTube users as well. By ensuring that the ads users see are relevant to them, YouTube is more likely to keep its user base, and users are more likely to have a pleasant experience on the site. It’s a win all around.
How can I use Trueview in my campaigns?
Here are a few tips and tricks for using Trueview ads, to maximize their use to you and your business:
- Like search ads are paid on a “cost-per-click” (CPC) basis, Trueview ads are paid for on a “cost-per-view” (CPV) basis. You can set a daily budget and the maximum amount you are willing to pay for a single view, just like you can with search ads.
- Under the “advanced settings” options when creating a Trueview ad, you can target potential audiences by the same metrics you use for a search campaign: location, age, gender, interests, and more! This can really help you reach the demographics that make up your desired customer base.
- In general, you’ll want to keep your targeting open to the broadest audience that could presumably buy your product. This will ensure that you’re getting the most exposure for the lowest price possible.
- When you do add targeting, your ad will serve the intersection of the various targeted groups. Therefore, adding too many target groups could wind up leaving you with too small of an audience.
- Keep in mind that Trueview ads have a relatively low clickthrough rate (CTR) when compared to other types of ads. This doesn’t mean they aren’t valuable, however. Because someone probably won’t be actively searching for the product or service you offer when they see your ad, your Trueview ads should primarily serve to raise brand awareness and give people an idea what you’re all about.
For Additional Details, See Presentation Materials from Video
Trueview references from YouTube and Google AdWords:
- TrueView EXPLAINED While Being Bombarded With Puppies (YouTube video)
- About TrueView for app installs campaigns (AdWords Help Article)
In conclusion, there are plenty of opportunities to showcase your business in a fun, interactive way with online video advertising. Trueview ads just might be the best way to do that.