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In the 21st century world, the process that a consumer takes before making a decision is vast and almost limitless. A consumer with access to the internet is not limited to one channel or device. On the worldwide Web, he is on a continuous journey of exploration and discovery, and his sources come in the form of text, images and videos.
These ads are in-stream ads, meaning they pop up when a viewer is already viewing something of interest on YouTube or other websites and apps in partnership with Google.
This strategy has the potential of getting high engagement as the attention of the viewer is drawn from the thing of interest directly into your ad.
This gives you five seconds to make your viewer connect with your brand or product and feel motivated to learn more.
How do I get the most out of this campaign subtype?
To see significant outcomes worth your investment, you need to address three core areas of your ad:
- Video quality
- Video length
- Bidding strategy
Due to the nature of this ad subtype, you only have 5 seconds to convince a viewer that your brand or product is for them, and it is necessary to click on your call to action to find out more.
For this reason, your ad intro, body, and outro need lots of thoughts to properly reflect an understanding of your ideal customer’s personality, needs, and concerns.
You should try to make your ad length to be 30 seconds. This gives you the chance to convince even the doubters to give your brand and product a try. Fill up the 30 seconds with enough detail to let them know your offer is genuine and what they need.
By default, maximise cost per view is the keyword ranking strategy for influence consideration. This means that Google will only charge you for each person that views up to 30 seconds of your video.
It gives you the certainty that each view recorded is someone who listened to all you had to say. And it helps you to determine where you went wrong.
In this bid strategy, you determine the cost per view. Don’t bid too low or too high. Just start on a number you believe each quality view deserves, observe performance, and either scale up or down.
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How does a local campaign increase visibility and visits?
Your ad on the local campaign appears across Google Search, Display, YouTube, and even Maps. With 92.47% of all online searches conducted on Google, its digital products reach over 3 billion online users worldwide.
That alone gives your business a lot of visibility when you run an ad campaign on Google. But that aside, Google also uses the “maximize conversion value” strategy on local campaign ads.
This bidding strategy allows Google to optimise your ads to bring the most visits and calls possible on your budget to your establishment.
As such, 80% of local searches convert (consumers end up asking Google for direction, calls your firm, or visits your store).
How can I use this campaign for my business?
To start using Google local campaign, ensure you have your Google My Business or affiliate locations set up. Also, ensure you have a Google AdSense account. Then create a new campaign.
- On the campaign page, select local store visits and promotion
- Under campaign type, choose local.
- Choose your business listing (Google my business or your affiliated locations)
- Under this section, select the locations you want to target (if you have multiple locations listed under your business)
- Set your budget
- The bidding strategy is set to maximise conversion value by default
- Under this section, choose the area of focus for your conversion optimisation (calls, direction, visits, or all of them)
- Click on the manage your conversion value and set the amount you want to pay for each conversion.
- Then include your ad copy (titles, descriptions, images, videos, and call to action) and lunch.
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Frequently asked questions
To boost leads in your video campaigns, you can utilise Google’s Drive Conversions Subtype to help you optimize your bids and create engaging content. Click here to learn more.
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.
Target Impression Share is a smart bidding strategy that boosts ad views for brand awareness; learn how to implement it here.