Part of Google’s growing effort to build search-based ad tools outside its core search engine
Google is expanding its use of lucrative search-based advertising tools on YouTube, to help advertisers target potential customers as they search for everything from products to movie trailers on the video site. The news, announced this morning at Advertising Week and reported by CNBC, marks a shift in how Google treats YouTube. Increasingly, the company is relying on YouTube as an extension of its core search engine instead of a separate entity. To help drive home the point, Google representatives told the crowd at Advertising Week that YouTube is the second most popular search engine in America, behind Google Search.
The logic makes sense, and Google says it has data to prove that many people who search for products, movies, and other items on Google Search then head over to YouTube to watch reviews, unboxing videos, and other content related to the product. From there, Google says it can effectively target those customers. For instance, searching for movie reviews on Google Search and then heading over to YouTube to watch a trailer may trigger an ad for showtimes at your local AMC theater. Google is calling the tool “ad extensions for video.”
For Google, expanding its ad business is a key component to staving off competition from Facebook and, increasingly, Amazon, which has been building a powerful, product-based ad business based off Amazon product searches. Today, Google makes nearly $100 billion a year. A majority of that revenue comes from ads, a majority of that ad revenue is search-based advertising powered by Google’s AdWords, AdSense, and DoubleClick technologies. However, Google’s dominance in web advertising is tied to the strength of the web, and more companies, like Amazon and Facebook, are cutting into that by locking customers and the behaviors that would drive targeted ads into their own ecosystems. Every time an internet user spends time on Facebook or searches for products directly on Amazon instead of Google is a potential loss for the search giant’s ad business. – Read more
The heightened role of video throughout today’s consumer journey is an exciting opportunity for marketers to build connections that drive better business outcomes. At Advertising Week New York, we’re announcing new ways for marketers to become more effective full-funnel storytellers using the combined power of YouTube’s creative canvas with Google’s machine learning and measurement solutions.
Help viewers take action with extensions
Soon you’ll be able to make your video ads more actionable with a greater variety of ad extensions. Similar to extensions on Search ads, extensions on YouTube enhance your video ad with additional useful information—giving consumers more reasons to take action. You can already add location and form extensions (currently in beta) to your TrueView in-stream ads. Now we’re exploring additional use cases that encourage viewers to complete lower-funnel actions like finding the next movie showtime, downloading an app or booking a trip.
Brands like Vodafone, Chili’s, 20th Century Fox, Headspace and Maybelline are already using extensions for video ads to bring more relevance to their mobile ads and drive impact on the metrics that matter most. Using extensions, Vodafone drove a 2.3x incremental lift in Ad Recall and a 3.5 percent CTR—a 785 percent increase over their regional benchmark.
Measure the full impact of your video campaign
Video storytelling isn’t just about driving short-term campaign wins—it’s also about driving measurable results at every stage of the consumer journey. We know this is easier said than done, which is why we’re evolving our Brand Lift solution and partnering with IRI to make it simpler for advertisers to measure and act upon upper- and lower-funnel metrics.
Based on your feedback, soon you’ll be able to set up Brand Lift studies directly in Google Ads or Display & Video 360 and conveniently view reporting alongside your other ad metrics. We’ve also started sending Brand Lift surveys continuously throughout the duration of your campaign so you can understand how your video ads are influencing viewer perceptions in near real time. Additionally, we’ve introduced two new metrics: lifted users, the number of people who were influenced by your ad, and cost-per-lifted-user to make it easier for you to optimize your campaign’s effectiveness and cost-efficiency. To get the most out of these new measurement tools, we recommend using Maximize Lift bidding.
We’re also ramping up our investments in Google Measurement Partners to ensure our advertisers can measure YouTube media with measurement solutions that meet rigorous, verified standards. We work closely with partners to ensure their solutions respect user privacy. In addition to Nielsen Catalina Solutions (NCS) and Oracle Data Cloud, soon CPG advertisers will have the option to measure their YouTube media using IRI. These offerings complement geo experiments with Nielsen MPA, giving advertisers a variety of options for seeing the offline impact of their video ads. Last week we also announced expanded integrations for brand suitability and reach reporting, continuing our commitment to providing both quality and choice when it comes to helping marketers better understand their media investments. – Read more
Video marketing is expanding every day. According to HubSpot, 78% of people watch online videos every week, and 55% view online videos every day. And they’re NOT watching cute kid videos. Shoppers who view demo videos are 1.81 times more likely to make a purchase than non-viewers. (Adobe)
So, enough with the stats, to rock your video marketing, implement these tips:
- Video isn’t just for social media, add video to your landing pages and you’ll increase your ROI exponentially.
- Always transcribe videos so you can post the words with the video to improve SEO. Don’t forget to post to your blog!
- Video idea: Ask customers to submit videos about what they love about your product or service. User Generated Content (UGC) is POWERUL! As many as 64% of consumers will seek a review of a product or service before buying.
- When you go to live events, take the time to record some of the action. You can even go “live” on Facebook.
- Create a short Gif of parts of your videos that could go viral. It’s kind of like a meme but with action. These are easy with free online software (just Google to find one that will work for you.)
- When it comes to video don’t focus on perfection, focus on doing it. There is a place for all levels and types of video. No one is perfect out of the gate.
- The length of your video depends on what is needed to cover the content. The tried and true content tip applies to video: Content should be short enough to get your audiences’ attention and long enough to cover the essentials.
- Don’t forget to include calls to action in your videos whether it’s to visit your website, read the description below, or buy something. You have to tell people what to do in a video too.
- Before you begin using video marketing, take the time to craft a video marketing strategy based on your business’s objectives.
- If you’re not sure what video to create first, focus on your brand’s story or just tell what problems you solve for your audience.
- It might be tempting to make videos that only show your product or services but not people. People are important in the video so it’s imperative that you put people in and if you are your brand then you need to be in your videos.
- Nothing is done without looking at the data. When you start your video marketing, remember to monitor the results and focus on engagement over clicks.
– Read more
Have you considered starting a YouTube channel?
YouTube stars are influencing generation Z’s buying habits and career ambitions on an astounding level, millennials check YouTube at least once a day on average, and even gen Xers and baby boomers are in on the action, watching videos at least occasionally on the platform.
But why would you start a YouTube channel for your business or personal brand?
There are many possible motivations here, but these are seven of the most important to consider: – Read
When was the last time you saw a video on YouTube? I bet you’ve seen one today. YouTube is too huge and too popular for marketers to ignore. – Read
Since it’s introduction in 2005, the video sharing/social media site YouTube has become an indispensable advertising and marketing tool for businesses in every industry, of every size to promote their products to prospects and customers. – Read
A creative, high-quality video posted on Facebook or YouTube that plays to the viewer’s wants, motivations and needs can go far to bridge the gap between you and your target customers. – Read
YouTube stardom can come at a heavy price. Nearly 97 percent of people trying to make it big as a professional YouTuber won’t make enough money off advertising to surpass the US poverty line, according to new research. – Read