How I Use Google Video CampaignsOct 12, 2023
In this article, I am going to explain how I profitably use Google Ads Video campaigns, also known as YouTube Campaigns. Unfortunately, Google Ads video campaigns receive some negative feedback, with people claiming that they are a waste of money and don't work.
This can be attributed to two main reasons.
- Poor Ad Quality: This issue arises because video campaigns differ significantly from search or shopping campaigns. In search campaigns, ads are text-based, with Google setting the font and color settings to ensure uniformity. This means that an ad from a small business will look the same as an ad from a large business. However, this is not the case with video ads. To achieve success, you need a video ad that meets a minimum standard of quality, engaging viewers enough to prompt them to take action. This requires the involvement of a video editor or an in-house video team.
- People Use Video Campaigns to Grow Their YouTube Channels: You may have come across videos where people teach you how to create a video ads campaign to promote your YouTube channel. To put it simply, this strategy doesn't work. If you stay with me until the end of this video, I will provide further insights on this topic. For now, I want to show you the profitable ways I use Google Ads video campaigns.
I use video campaigns for two primary reasons:
- To Promote a Specific Seasonal Sale: Video campaigns are a great supplementary campaign to add to your Google Ads account when you're approaching a seasonal sales period, such as Mother's or Father's Day, or Black Friday. These campaigns run for a specific period, typically 4-6 weeks, during which you promote the current discounts or promotions you're offering.
- To Grow My or a Client's Database: If you or your client has an effective email or app sales process, video campaigns are an excellent way to attract new, high-quality leads into your email funnel or app. The goal here is not to make an immediate sale but to encourage sign-ups. Offer incentives such as a one-time, high-percentage discount on their first or next purchase or access to a high-quality guide or ebook. The aim of the video ad is to persuade them to sign up rather than completing the sale.
In conclusion, Google Ads Video campaigns, often referred to as YouTube Campaigns, can be highly effective when used correctly. While they may receive criticism for their perceived ineffectiveness, this can largely be attributed to issues of ad quality and misguided objectives.
To maximize the potential of video campaigns, it's crucial to invest in high-quality video production and editing, setting a standard that engages viewers and encourages them to take action. Moreover, steering clear of using video campaigns solely for growing YouTube channels, which often proves ineffective, is key.
The real value of video campaigns lies in their ability to promote specific seasonal sales, adding a dynamic dimension to your marketing efforts during key sales periods. Additionally, they serve as an invaluable tool for growing email databases or app user bases, provided the focus is on enticing sign-ups rather than immediate sales.
By understanding and leveraging the unique strengths of Google Ads Video campaigns, businesses and marketers can harness their potential to drive profitability, enhance brand visibility, and attract high-quality leads. So, the next time you consider implementing video campaigns, remember that their success depends on strategy, quality, and a clear understanding of your objectives.