Marketing companies can now use reverse path remarketing within Google’s AdWords for Video. Marketers can now reach many more YouTube visitors through their comments, shares, likes, and subscriptions to YouTube channels. Whenever a user takes one of these actions, Google will record it and target that user with a particular marketer’s content. A significant improvement for marketers experienced in the use of video, their campaigns can now demographically target 10 times more YouTube visitors with the service.
AdWords for Video Remains Relatively Unknown
If you haven’t heard of Google’s AdWords for Video, you’re not alone. According to Search Engine Journal contributor Glenn Gabe, too many businesses are missing out on this powerful marketing tool. Gabe suggests the reason so few marketers are using the tool might stem from the confusion Google created by renaming the product; formerly called Promoted Videos, it didn’t contain the wide array of features AdWords for Video does today. Gabe also suggests the shift from traditional management of marketing campaigns has led to more confusion.
A Wide Array of Features Extends a Marketer’s Reach
The latest version of the product is easy to manage right within the AdWords User Interface. Utilizing the TrueView ad formats available in AdWords for Video, companies can leverage their remarketing lists from their standard AdWords campaigns and use remarketing to deliver messages to their YouTube audiences. Four kinds of formats enable marketers to choose precisely where their ads appear on YouTube and their Google Network Display.
The new formats, In-stream, In-search, In-slate, and In-display give marketers much more control over their ads. Marketers effectively control whether their video ads appear in the related videos section, as a pre-roll to other videos, within search results, or after other videos.
TrueView Options Provide Cost-effective Campaigns
Very much like pay-per-click ads within Google searches, the In-search option places video ads next to a viewer’s organic search results in YouTube; on the right, or on top of normal listings.
With the In-display option, a video ad runs along the side of the YouTube player, as a viewer watches a related video.
In-stream ads run just before a viewer sees a YouTube partner video. Viewers can skip these ads after 5 seconds. Marketers only pay if viewers watch at least 30 seconds of their ad, or their entire ad, whichever happens first.
The In-slate option applies only to videos of at least 10 minutes in length, and marketers only pay if viewers choose to watch them. Ads viewed either before the main clip, or seem like mini-commercials, interspersed throughout the viewer’s experience. This option is similar to In-stream ads, except it groups videos with other ads.
Marketers can choose which option they prefer and with Google analytics will be able to decide which option brings them the best results. Google selects all the options by default, which will likely bring the best value to their video marketing campaigns.
Marketers Need to Start Using Google AdWords for Video
With innovative ad formats and comprehensive targeting tools, Google AdWords for Video gives marketers much more control over their content, gives their ads much more reach, and will aid them in reaching their marketing goals by attracting specifically targeted audiences in their content marketing and social media campaigns.
Marketers need to learn about Google AdWords for Video, get access to the product, understand its features, and start using it for their reverse path remarketing.
Image Source: Google