Advanced Pay Per Click (PPC) Program

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Image and Video Ads Tutorial

4.2 Introduction

Hello, I'm Brad Geddes, the author of Advanced Google AdWords, the Founder of Certified Knowledge, and the PPC Faculty Chair for Market Motive. In this video we will examine imagine and video ads, which are often called rich media ads. So for search, Google primarily shows text ads. For the display network, you can show text ads or which media ads such as image and video.

4.3 Rich Media Ads

So one of the major benefits of AdWords display targeting is that ads show alongside of related content of a website. So for instance, if someone is reading an article about diamonds or how to buy a diamond ring, how to buy an engagement ring, they might see an image ad about diamonds. Someone's reading an article about traveling to the Caribbean, a Caribbean vacation package ad could be displayed. So this benefit of AdWords allowing display ads, such as image and video ads, appear next to related content means you can bring highly qualified visitors to your site from a display network. Now AdWords image ads are graphics ads. They can be static or animated. These ads can be shown on displayed sites where publishers have opted in to image ads on their site. Publishers do have control of the ad formats that are shown on their sites, but most publishers opt in to most of the ad formats. You should also remember that all the targeting options available to search, such as devices and location, also apply to display network. And since an image or video ad is just an ad format for the display network, you can have image ads or video ads that are targeted to just specific location or specific devices. So by using rich media ads along with the targeting capabilities of AdWords, you can create some highly relevant display campaigns.

4.4 Image Ads

So with image ads, the typical image ad sizes are supported, skyscrapers, rectangles, banners so forth. Now when you upload your image ad you can provide a description, this can be really useful so you can see what themes are doing best. Often, designers create multiple image ads around some central theme. So I find it's very useful to name your ads a theme name, dash, and a size name. So now it's easy to aggregate across multiple ad groups or multiple ad sizes, ad types, how a certain theme is doing, or how a certain sizes are doing. Now just as text ad's have some best practices you should follow, so do Image ad and video ads, so for instance you always want a call to action. An image ad without a call to action just looks like an image adding a call to action, such as a button, makes it so there's something for the user to do with the ad. Now the entire ad is always clickable, but having that button there often draws a better click through rate, so you bring people to your website. So things such as Learn More, Buy Now, Visit Us, Claim Your Free insert your product name here, insert your demo here. That sort of call to action will help increase click through rates, what's also important is you want to make sure these ads are easy to understand. No one responds well to clutter, so you want to keep the ads simple, and just use the visual appeal of an image or video to compel the user to want to visit your site. Now, we are trying to make money here, so you need to think about commercial vs free and what you're trying to do across a display network. So, if you're trying to sell things then fill free to put in offers, like up to 70% off or a price number, percentages. And again, since they are visually appealing, if you have a well-known brand then put your brand in the ad, because people do respond well to brands as well. But the end goal is to make sure it's relevant, make sure your ads themselves are relevant, and lead to relevant landing pages. Now if your goal is sales, make sure you have clear prices, promotions, and calls to action in your ads as well. So when everything is done really well, an ad should be very simple, it should be easy to understand. I'm a big fan of this ad, you can tell by the headline what they do. It's laser spine surgery, the latest treatments, the image within the ad highlights the part of the body being worked on. The call to action is start living pain free, it's a benefit and a call to action. This ad you're seeing blown up several times larger than its original size, it's still easy to see. That's the problem when you put too much text in an ad and then the image gets blown up larger, often if there's too much text, it's very hard to read it. So I'm making your ads simple to understand, calls to action benefit message, and of course a compelling visual component, is what usually makes a successful image and video ad. As I mentioned earlier, relevant still matters, ads to landing pages are important, whether it's text or image, so, this ad from e*Trade, 4.7 % APY, when you click on the add, there's the landing page. It includes the benefit of the add directly on the page itself, so this is a great relevance from the user, so that you are getting good results from your image ads.

4.5 Creating Image Ads

Now creating image ads is really simple. You're going to go to your account, click on create new image ad, and then you'll see a screen where you have the option to create an ad or upload an ad. If you use the create an ad, you can put in your website URL and it could be your main page or even a specific page you're sending traffic to. And then, Google is going to scan that page and automatically create some ads that you can start from this template and then customize those. This is part of the display ad builder we'll go through in more detail in just a moment. If you want to just upload your ad, then you go to a screen where you can upload an ad directly from your desktop computer, and then once you upload the ad, you'll choose the ad name. Again, I find a good ad name is the theme of the ad dash and the size of the ad, that makes it easy to analyze how themes are doing and how sizes are doing. You'll choose your display URL and your destination URL, and then finally, if its mobile preferred or not. If you have a campaign being shown on all devices, and you don't choose a mobile preference for any of your ads, then your ads can show on every device type. If your campaign is being shown on mobile and computers, then you want to create some ads, if you have specific mobile preferences such as different calls to action, so they match your mobile page that are mobile preferred. Then other ads that are just all devices, or don't have a mobile preference. Then if you have both types, so you have mobile preferred and non mobile preferred all devices, your mobile preferred should show mobile devices and your non mobile preferred will show on desktops. When you are creating ads you often want to create multiple sizes. Not all publishers support every ad size. If you don't have more of the common ad sizes, you won't be shown on certain publishers because they don't have the ad sizes you have created. It's usually best to start some central theme and then take that theme and put it into multiple sizes so you can show on the majority of publishers that exist. Now, if you're not a great designer but you want to try image ads, then use the display ad builder. This is a feature inside of the AdWords interface, where you can see lots of templates, and you can choose a template, you can customize colors, add your logo, so forth. So that you can still take advantage of image ads, even though you may not be great at photo editing software. What's also nice about these ads is they're tailored by themes, and even by different holiday types. So, if Valentine's Day is coming up, you can grab some Valentine's Day themes, make some ads. If Mother's Day is coming up, you can quickly change your ads for Mother's Day. There's no reason not to try out image ads if the problem is the creation because the Display Ad Builder will let you choose their templates and then customize ads to fit the look and feel of your website and the messages you're trying to create. So when we look at image ads things to keep in mind. Is the brand recognizable? If so, put that brand in the image. A clear, easy Call to Action button. Things like a sense of urgency, hurry, limited time, can very useful to promote. And of course, some compelling image, it is an image ad, so what's visually recognizable and stands out. Now beyond desktops, tablets, and smartphones, you also have feature phones or sometimes called dumb phones. These phones can access the web but they can't render scripts. They still can have image ads but it is a very specific image ad format known as a WAP mobile ad, or a WAP image ad. Now, these ads are smaller because usually these phones are quite small in their device size. So with them, you have to create a specific WAP ad for them and then just like a WAP text ad, where you can have it so it's a Click to Call function that loads up the dial on the phone or goes to your WAP compatible site. The same options are available in an image ad as well, so you can make a WAP image ad that when someone clicks it, it brings up the phone dialer, instead of goes to your website. Now, there's a lot of policies around image ads. Some of the big ones to keep in mind is that an image ad cannot look like a system warning. It can't be obnoxious. It can't just use text that flashes and tries to grab someone's attention. It can't look like a news article or appear to be some factual statement if it's an advertisement. If you don't own the images or have license to use an image, you should not create image ads with those images. In all image ads and all video ads must be family friendly. There's no adult image or video ads.

4.6 Video Ads

Beyond image, there are video ads. The usage of video on the web is staggering. One of the top areas of media consumption is video, with the audience being hundreds of millions of people. So what's nice is, video watchers are used to seeing ads within a video context, so within video ads, you can tell an entire story to an engaged audience who's already familiar with watching ads within a video format. They've been watching TV ads for years. And so this same context just applies online. So video ads can help expand your brand reach to those who enjoying watching, creating, and sharing video. So video ads are also part of the Google Display Network and YouTube. You can use your campaign targeting options to choose, again, where and when you want these ads to appear. So, depending on the ad format video ads can appear in video content or around video content. So, we're going to look at some of the more popular video options to use within adwards. Now one of them is known as TrueView Ads. These are costs per view ads. So with TrueView Ads if a user watches 30 seconds of your ad, or the entire length of your ad, if you only have a 15 second ad, that's when you get charged. You're only charged on a view basis. Now, with these ads, the user can skip the video after five seconds, so the user's not forced to watch the entire ad. So with TrueView you have in-display formats which can show across the display network, and there's in-search formats which show up in YouTube's search results. There's also In-Stream Video Ads. Now, these are non-skippable content ads, usually 15 or 30 seconds in length. These generally show within a publisher who is showing full-length films. Or full length, original content. So for instance, this is TMZ's site and they're showing a 42 minute video show and so partway into the video you're forced to watch a non-skipable 15 second ad. So again, you're charged. So depending on how you're using this, from the bidding standpoint, you may be charged for the view or you may be charged for the click to your website depending on your bid method. So there's also InVideo Static Image ads. These ads appear with one of Google's streaming partners or across the YouTube website. Now, these ads look like image ads, but they're placed on top of the video. So you can run these across YouTube's website and just do a cost per click basis and only pay when someone comes to your site. You can also bid on a CPA basis for these as well. If you have a YouTube channel you own that get lots of traffic, you might buy these adds even across you own channel, to push more people from your videos to your website as well.

4.7 Opening Images

Now another big question with video ads is what does the opening image look like. This is actually one of the best things to test with video ads. So it's expensive to keep producing video. But with a video ad, you can choose your opening image. So you could even take the same video, upload it as three different ads with three different opening images. Video content should be entertaining. Consumers don't want to watch commercials, so the first step to a compelling ad is to have the opening image not look commercial, but have it tell a story. So for instance, this first ad shows a guitar tuner, so for those who know what this is, it's a good opening image showing the product. Now this second image, looks like a commercial, users are not highly likely to play this ad, but when an ad looks sort of mysterious or interesting, it often gets a nice play rate. So think of your video ads as a story that you're telling and not as a commercial. If a video ad is entertaining, teaches the user about your product or service, or shows them some new tip. Video ads can be highly effective at driving traffic and showcasing your brand. But just some things to keep on video ads. If you use audio, especially background music, make sure any voices in the ad can be heard over that background music. Include a few words that help describe your product, service or company. But not too much, it's video. You're showing a user through video, not making them read. And, like I mentioned earlier, create a few opening images and see what really gets the best play rates.

4.8 Play Rates and Bidding

Because with video ads, you can see some play rate information within the AdWords interface. So if you are running a video ad on a cost per click basis, well they have to go to your website, and that's when you're paying. You'll see what's known as free clicks in the dimensions tab. These are people who played 25% or 50% of your video, but didn't actually visit your website. And this is how much brand interaction is occurring without someone actually getting to your site afterwards. So, there are several ways you can bid for video ads. Now with TrueView ads, it's a cost per view basis. But with some of the other formats you could bid on a click basis or a CPC basis. You can bid on a CPA basis as well. And also, you can do a CPM, which is cost per thousand impression, if the campaign is only opted into the display network. So if all you really care about is the view, and not necessarily the click or the conversion, CPM is really useful. Now, we're not quite ready to get into a full discussion on bidding, yet. We've got another full video on just bidding. But just note with the rich image ads, video or image, you do have the option to bid CPM or cost per thousand impressions if the campaign is only shown on the display network.

4.9 Recap

So to recap information on which media ads. These ads are only shown on the display network or on YouTube. So if you have ads you want to create or a message you want to create but you're not a big Photoshop person, then use the Display Ad Builder to easily build ads without using expensive editing software with image and video ads. You want to make sure you have a call to action in the ad. Show your promotions and make sure they're clear and easy to understand. And for video, you create non-commercial entertaining videos and make sure you put the key information early on, in case someone doesn't watch the entire video. Or they click to your site early in the video and go ahead and go to your website. So when you're looking at advertising across a display network, then you want to make sure people are seeing your brand, they're remembering your ads because images are much easier to recall than text. And videos even higher recall rate than images are. Use rich media ads across the display network, so you are showing your brand creating a memorable experience for the users, and bringing qualified traffic to your site from the display network with rich media ads.

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