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Businesses and organisations of all sizes can generate sales from Google Video Ad Campaigns through YouTube and millions of websites and apps under Google’s video partner programme. When you create a Google Video Ad Campaign, your ad shows on the streaming platform and these other channels depending on your ad setup. This allows you to benefit from YouTube’s 2.3 billion active monthly users and likely see 36% in conversion rates (CVR) and 49% in revenue growth.
How can my business benefit from a Google Video Campaign?
To take advantage of video ad marketing potential, you need to ensure that your video ads are engaging and suitable for your ideal customers. You also need to ensure you set up everything correctly. This includes selecting the right bidding strategy for your campaign goal.
What is a bidding strategy?
Google holds an auction for each ad slot opening on YouTube and across its millions of apps and websites under the video partner programme. Your keywords, budget, and bid strategy determine where and how you are included and where you rank in the auction.
In other words, bid strategy is a metric that allows Google to determine:
- Your video ad rank,
- How often it reoccurs,
- The area of performance Google Ad has to focus on to drive the highest returns on your investment,
- And when to charge you.
In the Video Ad Campaign type, there are 2 bidding strategies to choose from. See below.
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In Target Cost per Acquisition or Cost Per Action, you set a price you pay for each customer Google brings your way. Based on your CPA, Google will try to get the highest conversion (people who fulfil the purpose of your ad) your daily budget allows.
This strategy guarantees you generate sales each time Google charges you for a conversion. However, it’s best suited for businesses with past video ad campaign data to make sure you set a reasonable and profitable CPA.
Here, you only set your daily budget and leave the rest to Google. Once done, Google optimises your video ad to bring in the most customers possible on your specified budget. So, if your daily budget is $100, Google’s algorithm will try to secure as many conversions as possible on lower bids.
This strategy gives Google the liberty to increase your bid amount on keywords it determines will bring in the most sales and reduce where conversion is least likely.
What is Drive Conversions all about?
In video ad campaigns, aside from your bidding strategy and budgeting, campaign subtypes directly influence your ability to secure more returns on your investment. They specify the ad format you can use for your campaign and how and where it shows to fulfil your conversion goals.
Drive Conversions, also known as TrueView for action, uses catchy call-to-actions, headings, and end screens to boost the appeal of your ad. This often leads to higher engagement from consumers. By default, this conversion subtype is enabled when you select ‘sales’ as your ad goal.
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Frequently asked questions
Target Impression Share is a smart bidding strategy that boosts ad views for brand awareness; learn how to implement it here.
When using Enhanced CPC for more click-throughs in lead campaigns, you must watch out for bid adjustments by the algorithm, among other factors. Learn more on how to ensure that your current Cost Per Clicks justify the obtained click-throughs.
Smart Campaigns help small businesses with lots on their hands generate more sales with a few clicks. This advertising type distributes your ads across the Search and Display Network, YouTube, Gmail, and partner websites. Learn more here.