An old adage holds that a picture is worth a thousand words. If this is the case, then it could further be reasoned that a video, moving pictures, are worth even more. Videos and video ads capture and hold web user attention, on average, better than any other form of advertisement. Combine this power potential with the massive amount of time users spend on sites which host video ads, and you’re really cooking. But when in the customer journey should video be deployed? Video ads can be difficult and expensive to produce. How can you be sure that these ads will be helpful and worthy of their initial investment? With a combination of new ad formats and other innovations, Google is striving to make Video useful at every stage of the customer journey. What’s important to know? Today at the blog, we’ll uncover just what video is capable of. Using Video Every Step of the Way?
Let’s have a look.
The Importance of YouTube
YouTube is one of the most popular websites on the internet today. Users turn to YouTube to be entertained, connect with others, and increasingly, to learn new things. In a sense, the site has become almost as much an information center as it is an entertainment hub. This search for information logically extends to brands, products, and services. Marketers would be foolish not to take note of this stark phenomenon.
The customer journey is long and has many steps, but video should be a part of your strategy at each of these junctures. Whether your goal is to build brand awareness, shift perceptions, or drive a specific action, Google has options for you to use. Or at the very least, consider them.
TrueView for Reach
For businesses with awareness or reach goals, TrueView for Reach is one potentially attractive option. This format combines Google’s primary in-stream format with the ease of use of CPM (cost-per-thousand impressions) ad buy. The result of this powerful team up? Google found in a controlled test that TrueView for Reach drove thousands of new store visits for a car dealership which tried it. The best part? This surge in visits came in at a cost 40% below what the dealership was accustomed to paying in local TV advertising. Another way of looking at it was that the company was able to reach 66% more potential customers at the same budget.
Maybe branding or reach aren’t your goals. Maybe you’re more concerned with building consideration or purchase intent in your audience. With a new bidding strategy, Maximize Lift, Google might have an answer for you too. Using Google’s extensive Machine Learning technology, maximize lift has been shown, in tests, to drive up to an estimated 2x return on ad spend! It works by examining continuous brand lift measurement to help you efficiently reach the users who see your ads and then are more likely to think about buying from you. When you want users to think about your brand when they want to make a purchase, video and maximize lift could be helpful.
TrueView for Action Campaigns
These new types of campaigns drive leads and conversions. They accomplish this by adding CTA’s (call-to-actions) and headline overlays to your existing video ads on YouTube. This campaign subtype can encourage customers to explore your product, share contact information, or make a purchase. Basically, they make your video ads generate actions directly valuable to your business. Target CPA (cost-per-acquisition) and Maximize conversions bidding strategies are available for these new campaigns as well.
These new concepts and tools are each great on their own. However, they work best together. Try using them synergistically, and you should be able to catch a user at any stage of the customer journey.
TrueView for Reach, Maximize Lift, and TrueView for Action make video ads work as hard as possible for you. Whether you want to build awareness, consideration, or drive conversions, these new tools make video a valuable part of your marketing toolbox. Consider finding a way to work video into your strategy. Maybe potential customers will walk away with thousands of words worth of thoughts about your product.
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