Google video ads: how to launch

Video is rightfully considered the most effective format of Internet advertising. 80% of users would rather watch a video about a product than read about it. We have prepared for you information about launching video advertising through Google Ads.

Video ad formats on Google Ads

True View In-Stream is a video ad where payment is charged per view. Money is debited when the user has viewed the ad entirely or within a certain period.

Requirements for this format:

• pre-download the video on YouTube;
• allow playing videos on other resources;
• open public access to the video;
• the minimum duration is 12 seconds, and the maximum is 3 minutes.

TrueView Video Discovery is a text advertising block that consists of a frame and a video description. Payment: per click. A video is considered viewed when a user clicks on it.

Requirements for video advertising:

Pre-upload of commercial on YouTube and open access to view it. The following recommendations must be followed as well:

• formats: AVI, ASF, QuickTime, Windows Media, MP4 or MPEG;
• resolution: 640×360 (ratio 16:9), 480×360 (ratio 4:3)
• maximum size: 1 GB.

Out-Stream is a format for smartphones that plays in applications and Google partner sites. Payment: for 1000 displays, but with two conditions: viewing more than 2 seconds, at least 50% of the video is displayed on the screen.

To launch an ad, you need to upload a video to a YouTube channel to provide the URL while creating an ad.

Bumper Ads are 6-second clips that you can’t miss. They rotate in videos on YouTube, partner sites, and in GDN applications. Pay per 1000 views. While creating a video ad in Google Ads, you must:

• specify the final URL and the URL that is displayed;
• add a banner with a size of 300×60 px;
• add a name.

Masthead ads are a special format available only through the reservation of placement. The ad is displayed on the top of YouTube’s main page. Reservations are made through a Google sales representative. Payment: fixed price for 1 day or 1000 displays.

How to launch effective video ads

• Make sure that the main point of the video is revealed in the first 4-5 seconds.
• Match your message with keywords. It will allow advertising to get into relevant videos more often.
• Add calls-to-action.

While creating an advertising campaign in Google Ads, choose a goal taking into account the format:

• Brand awareness and outreach — True View, Out-Stream, Bumper Ads
• Potential customers — True View In-Stream
• Site traffic — True View In-Stream
• Interest in brand and products — True View In-Stream, Video Discovery