How to Generate Leads Using Video Campaign’s Drive Conversions Subtype

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Using video campaigns is one of the easiest ways through which you can put your small business or charity in the face of real prospects. This is because video ad campaigns are mostly geared towards creating brand awareness.

Additionally, Google Ads has put things in place to ensure that your video campaigns are goal-oriented. So when you set up a new video campaign, you have a variety of goals to choose from. And those goals determine the outcome of your ad campaign.

There are different subtypes of video campaigns. But chief among them is the drive conversions subtype. This is because the goal of most small business and charity owners is to generate leads that can be converted into customers and donors.

In this article, we’ll see how the Drive Conversions Subtype of video campaigns can be strategically used to generate leads and drive more sales.

What Are Drive Conversions and How Does it Work?

The drive conversions subtype of video campaigns is aimed at capturing the intent of people who watch your ads and converting them into consumers. If you chose “Sales,” “Leads,” or “Website traffic” as your video ads goal, then you’re going for the drive conversions subtype.

Either of two things could happen:

#1. You can allow Google Ads to optimize your bids for conversions. They will do so based on the average amount that you plan to pay (Target CPA), or

#2. You allow Google Ads to automatically set bids to get you the most conversions within your budget (maximize conversions).

So, how do you optimize your Video ads to drive conversions?

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How to Use Drive Conversions to Generate Leads for Your Small Business or Charity

As a business owner, you definitely want to generate leads that convert to cash for you. Same for the charity founder. You want those who watch your ad to visit your site and become a part of your charitable cause, either by donating or volunteering.

Here are some of the best practices for creating effective Video ads that will bring you higher conversion rates:

#1. Enable Google Ads conversion tracking on your website

When you turn on Google Ads conversion tracking on your website, it will help you understand how people interact with your ad. You will also be able to see what their path to conversion looks like.

Actions such as a site visit, form completion, or ‘add to cart’ can also be instrumental in helping you to understand your customer’s course better.

#2. Make it easy for your visitors to engage with your business or charity.

When viewers watch your ad, it should be easy for them to take action from the video. You can use video action campaigns to make engaging with your business on places on and off YouTube an effortless act.

This is a simple and prudent way to drive conversions. Using video action campaigns that automatically scale your video ads with eye-catching calls-to-action to places across YouTube and its partners.

You can experiment with creative variations of useful and actionable video ads.

#3. Have a set bidding and budget strategy

Choose a Smart Bidding that’s right for your drive conversions video campaign. Smart Bidding strategies use automated learning to optimize for conversions. This is done based on your campaign objectives.

#4. Target audiences that are most likely to convert

You should go for audiences that are already interested in or are actively searching for your product on Google. You can use tools like custom audiences, customer matches or similar audiences to reach consumers.

A large percentage of people typically switch between online search and video when they are researching products. So it is recommended that you use high-performing keywords on Google Search. You can run your potential video keywords through a Keyword Planner. This will help you have an idea of your potential impact on YouTube.

#5. Experiment with remarketing lists and audience expansion.

To reach more qualified leads, you should consider using remarketing lists and audience expansion.

Remarketing lists will help you reach consumers at varying stages of the purchase funnel. As a charity owner, using remarketing will help your campaign generate more conversion rates at less than half the cost.

Audience expansion, on the other hand, will show your ads to more people and bring your brand to people who are likely to convert.

#6. Understand how your videos impact your other campaigns

You may want to employ cross-network reports. These are to help you understand your customer’s journey. These reports can also help you improve your budget setting by giving credit to assisting Google campaigns across Search, Shopping and YouTube.

If you already have search and display campaigns, it will be useful to create your video campaign in the same Google Ads account as the others. It helps to provide better insights from your reports.

Enjoy Your Drive Conversions Optimization Results

It is evident that video ads have a pivotal role to play at every stage of your prospective customer’s or donor’s journey. With video campaign’s drive conversions subtype, you can generate explosive leads that will convert into real customers and donors who are ready to take immediate action.

Of course, you must follow the best practices diligently to get the best results.

Create a video campaign that successfully drives conversions. Let your ads motivate users to take action.

This can be something as simple as adding a “Shop Now” button to your ad or putting an incentive in the video itself by advertising a time-sensitive offer, sale or perk.

Design your ads for maximum impact. Make sure the first few seconds grab your viewers’ attention and make a strong impact. Then watch your leads grow and convert to sales or donations, as the case may be.

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    Frequently asked questions

    • You would need to prioritize engaging video content to capture viewers attention. We’ve included a detailed guide to help you out here.

    • Maximize Conversion automatically adjusts bids based on lead performance, ensuring optimal results for your budget. To utilise Maximize Conversion Value in your search campaigns for increased sales returns, click here for step-by-step instructions.

    • Maximize Conversion automates your ad bids for optimal lead generation on your budget. Click here to learn more.

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