New interface – New capabilities
This year Google has released a good deal of updates, but the most one for advertisers is the Google Adwords update, which became Google Ads. Besides a new interface, the product has also gained new functionality.
About all the new changes in a few words:
- A page with all statistical data for the user’s account has been added for more convenient analysis and ad campaign optimization.
- The option to view and analyze old ad versions has been added. Besides, users now have the ability to experiment with advertisement variants on a scale of their entire account or specific campaigns.
- “Promos” extension helps advertise various discount offers and sales.
- The options to correct call bids has been added.
- For applications, there’s now an option to set the target conversion price.
- An audience manager has been added – a powerful tool for managing CMSs and search targeting options.
- Trade campaigns have received new types of advertisements and optimization functions.
- Two new types of video advertisements have been added.
In this article, we will focus on the last point and take a look at the new video advertisement formats – Out-Stream and TrueView for Action.
Out-Stream video ads: description and particular qualities
Out-Stream is a video advertisement format specialized for smartphones and tablets. It will not be displayed on other types of devices. Advertisements will be shown in applications and websites partnering with Google. When an advertisement appears on-screen, it will automatically start playing with no sound. The user can turn the sound on or go to your website in one tap.
With the help of this advertisement format, you can boost your brand recognition significantly thanks to the wide range of users that can be reached. Video also helps make your advertisements more informative and catch your potential clients’ attention much more effectively than a usual banner.
The payment is done for every thousand on-screen views. You will only pay for views which involved at least 50% of your advertisement staying on-screen for longer than two seconds.
The advertisement itself consists of a video, header, end URL and a logo. The logo requirements are not harsh – it must be a square image with a transparent background and sides no shorter than two hundred pixels.
The number of displayed elements depends on the On-Stream video type:
- In‑article, In‑feed and Rewarded video ads only display a video;
- Native and Interstitial video ads display text elements in addition to video.
TrueView for Action: differences from TrueView
Unlike the classic version of TrueView which supports two advertisement types which are In-Stream and Video Discovery, the new TrueView for Action only supports In-Stream. This makes sense, considering this ad type’s format.
The advertisement consists of a header and a call to action. With their help, you can inform your potential clients about your business, give them your contact information and encourage them to have a look at your goods or services.
The header is the main part of your advertisement that is placed next to the video section. It must contain information about your services or items you sell. Next to it is the call to action, which is clickable and redirects the user to the end URL which you have specified in for the advertisement.
The displayed URL is situated below.
The limitations of the text section of your advertisement:
- Header – fifteen symbols;
- Call to action – ten symbols.
Those advertisements are paid for the same way as TrueView In-Stream – for 30 seconds of view time or when the user watches its entirety if it is shorter than half a minute OR if the user interacts with it.
The advertisements are shown on YouTube and all partner websites and applications which consist of the CMS network.
Instruction for Out-Stream
How to create an Out-Stream campaign:
1. Create a new campaign.
2. Choose the “Brand recognition and reach” target.
3. Select the “Video” campaign type.
4. Pick the Out-Stream subtype.
5. Fill in the information – name, budget, campaign start and end dates as well as targeting.
6. Create a new advertisement group.
7. Add an advertisement – upload a video, logo, header, description and an end URL.
Your logo must be a square no smaller than 200×200 pixels with a transparent background. The allowed formats are JPG, GIF, and PNG.
Additionally, you can choose an icon that will be displayed until the video starts playing.
Instruction for TrueView for Action
First of all, before you launch your campaign you will need to set up the conversion tracking on your website. To launch TrueView for Action, Google recommends using “Potential clients” or “Website traffic” targets. Using those options you will be able to automatically manage bids and targeting, which will help in increasing your advertisement effectiveness.
How to create TrueView for Action:
1. Enter the campaigns tab and create a new one.
2. Choose the “Potential clients” or “Website traffic” target.
3. Select the “Video” campaign type.
4. Set the standard options: name, budget type, showcase type, campaign start and end dates, language and your target audience’s location.
5. In the bid management category choose the “Target conversion price” strategy and set the price that you’re aiming for.
After creating an advertising campaign you can begin creating the advertisements themselves. To do that you need to:
1. Enter the campaign and select the automatically created advertisement group.
2. Set the name, and if needed, the targeting for your advertisement group.
3. Near the “Your YouTube video” field you need to specify the video that you’re planning on advertising. The In-Stream format will be selected automatically.
4. Specify the end and displayed URL.
5. Add your call to action and header.
That is the last step of creating an advertising campaign. Hopefully, this article has helped you set up a successful campaign for your business. Has it? Please leave your feedback in the comments section below and don’t forget to share the blog post with friends on socials.