Why Use Google Ads for Video?

Video has become one of the most powerful ways to reach audiences online. Platforms like Google Ads will make it far easier than ever to distribute video content strategically. This is the case whether you’re a small business, a content creator or a huge global brand. Regardless of what you’re using Google Ads for video for, video advertising through Google’s ecosystem, including YouTube, offers a unique combination of reach, targeting and measurable performance. In this article, we’ll be explaining a few reasons for using Google Ads for video, so let’s get stuck in.

Audience reach is large & vast

Google Ads gives you access to billions of users across platforms like YouTube and other partner sites. YouTube alone has over 2 billion logged-in users each month, therefore making it one of the largest platforms in the world. Using Google Ads for video means that your content can appear before, during or even after videos, as well as in the search results and any suggested feeds. This reach allows businesses to connect with audiences globally and locally. But this all depends on your campaign goals when it comes to using Google Ads for video. 

Targeting capabilities are advanced

One of the biggest advantages of Google Ads is its sophisticated targeting. You can define your audience based on things like demographics (including age, gender and income), interests, behaviours, hobbies, search intent (such as what users are actively looking for) and custom audiences (based on your own data). 

This ensures your video is shown to people who are more likely to engage rather than a broad, untargeted audience. There’s no point targeting video content to those who are irrelevant or uninterested in what you’re selling, so keep things focused and targeted when it comes to using Google Ads for video. 

Advertising is made to be cost-effective

You can also combine video ads with Google ads in order to operate on flexible pricing models, including cost per view (CPV), cost per click (CPC) and cost per thousand impressions (CPM). In this case, you often only pay when someone watches a significant portion of your video or interacts with it. This makes it especially cost-effective when compared to more traditional advertising channels, such as television. 

Engagement & brand recall are high

Video content is naturally more engaging than reading a block of text or a list of bullet points. This is often why people will choose video formats over written pieces for the content they create and distribute. It combines visuals, sounds and storytelling in order to capture attention more quickly and retain it more easily. 

Google Ads that are placed on YouTube or across Google’s Display Network will often result in things like higher engagement, better brand recall and increased emotional connection with viewers. This is particularly useful when it comes to storytelling, product deomonstrations and brand awareness campaigns. 

Analytics & performance can be easily measured

Measurable performance and analytics are critical when it comes to the development, assessment and execution of marketing strategies and campaigns. The good thing is that Google Ads for video can allow just that. With Google Ads, you’ll be able to gain access to detailed performance metrics, including views and watch time, click-through rates (CTRs), conversions, sales and even audience retention. It’s these types of insights that allow you to optimise campaigns in real time, therefore improving performance and overall return on investment (ROI).

A variety of ad formats are available

Google Ads supports multiple video ad formats in a bid to suit different objectives. Those objectives include things like skippable in-stream ads, non-skippable ads, bumper ads and in-feed video ads. It’s this type of flexibility that lets you tailor your content depending on whether your goal is awareness, consideration or even conversion. This is yet another reason why someone would choose Google Ads for video. 

Integration with the Google ecosystem is simple

Google Ads integrates seamlessly with other Google tools, including Google Analytics, Google Tag Manager and Google Search campaigns. This, therefore, allows for a unified marketing strategy where video ads can complement search and display campaigns. It’s incredibly useful when it comes to seamlessly developing and monitoring marketing strategies moving forward, whether you’re using Google Ads for video or otherwise. 

Mobile reach is strong

A large percentage of video consumption happens on mobile devices. According to Yans, 57% of global video is played using a mobile device, with American adults alone spending around 30 minutes a day watching videos via mobile. Since YouTube and Google’s network are highly optimised for mobile, your ads can effectively reach users on smartphones and tablets. This is convenient as these devices are where internet users clearly spend most of their time. Exploding Topics claims that 96.3% of internet users access the internet using a mobile phone. This is just another reason to use Google Ads for video. 

Retargeting opportunities reveal themselves

By using Google Ads for video, you’ll be able to re-engage users who have visited your website, watched previous videos and interacted with your brand. This helps you to move potential customers further down the sales funnel, as well as increasing the likelihood of conversion in the long run. Retargeting opportunities don’t often present themselves as easily, which is why people will often take that opportunity when using Google Ads for video. 

Kumo provides high-quality digital marketing services to businesses nationwide. Whatever your industry, our skilled team develops customised strategies across SEO, PPC, content marketing and web design to strengthen your brand and boost your online visibility. If you’re aiming to outperform competitors and generate more traffic, leads, conversions and revenue, get in touch with our approachable experts today – we’re here to help take your business to the next level.