Visuals are an essential part of marketing in this day and age because it takes very little for video content to go viral, engage audiences and achieve promotional goals.
However, it takes a lot to create videos that can do all that. You have to work on creative conceptualization, scripting, shooting, and, last but not least, editing. It can take several months to create a single project.
However, there may be an easier way to create and implement a successful video campaigns, especially if you are making ads. If done right, you can base your entire video campaign on one very well-done video advertisement.
First, you need to come up with an idea and turn it into a script. Use that as a baseline to brainstorm your approach to video production. It’s all right to spend a day or two shooting different versions of the same video ads.
Let’s discuss what it takes to do this:
The perfect video ads showcases the benefits of your product or service with the consumer’s needs bringing the two together in a hilarious or heartfelt concoction that has what it takes to go viral.
However, the only problem in this scenario is that you can only execute one variation of this idea. Some ideas, though significant, can be limited. They take away the ability to make a subsequent ad (or sequel) that is just as good and does not feel like a lower-quality remake. An example would be the google ads by Kmart’s.
Their first ad was “I Shipped My Pants,” and they followed up with “Big Gas Savings,” which was not nearly as successful because it felt like a weaker reiteration of a similar concept.
Look for a larger-than-life idea so that you can make multiple variations that are all clever. You do not want to leave your target audience thinking, “I get it, now stop.” They should like to see what other impressive ideas you can come up with.
If you cannot find inspiration and keep going back to using the same gimmicks for your campaigns, it is time to brainstorm and start from scratch. A campaign is like an umbrella; it encompasses the main idea while bringing the viewer new insights.
PPC campaigns can leverage YouTube as a video marketing tool, but you need to understand all the YouTube ad services you can use. Here are the three main options to consider when advertising on YouTube:
These ads are ideally between 15 to 20 seconds long, and you get charged based on the number of times someone views the ad. The major disadvantage of this is that people are selective and may not choose to watch your ad.
These ads are played either during a YouTube video or before it. Those viewing can press skip after five seconds have passed. You are only charged if viewers watch it for a minimum of 30 seconds or till the end (depending on which comes first) or click on interactive elements of your stream.
These are what you should be aiming for! Bumper ads on YouTube last for six seconds and cannot be skipped. They play before another video is played. Even though six seconds do not feel very long, they can serve as reminders related to the messaging of your video campaigns. These ads can be created in one take, making them preferable.
These types of YouTube ads work best if sequenced in Google Ads. You can commence your campaign by showing audiences the leading commercial, branching out afterward. They will then be able to see the other videos after watching the main ad a couple of times.
In these ads, you can keep the same strategy and characters but change up the video content of the rest of the google ads to execute your campaign successfully.
Planning out different settings within your shoot is based on the script and your location. If you want to make the most out of your time on set, you will need a versatile site that can work according to what is required for the script.
Utilize a massive chunk of your campaign budget in getting a location where you can maximize your time. It should have different rooms for other video shoots or indoor and outdoor ones to play out the different scenarios.
Going through the process mentioned above will help you implement a successful video ads campaign. However, there still are other aspects that you should keep in mind when developing your video ad campaign strategy:
In this day and age, the attention span of viewers is rapidly decreasing due to the influx of content on social media platforms.
Due to this phenomenon, you need to devise a video ads campaign that grabs the viewer’s attention before they skip the ad and move on.
To make it more interesting for viewers, use a statement equivalent to clickbait right when your video begins. This line can quickly create an interest within your target audience who will stay to watch the rest of the ad. The statement could be asking a relatable question, providing insight, highlighting a significant problem, or offering a much-needed solution.
It would help if you also considered the visuals you use within the first few seconds of the video ad. Sometimes, video ads can play on mute automatically, depending on the platform. If you use captivating visuals, people will be intrigued and want to know the message behind the video.
Just remember to pay close attention to how the first five seconds of the video ad will go, as those critical seconds will determine whether you will get the views you need.
Creating an effective video ad depends a lot on timing. You may capture the audience’s attention for the first few seconds, but what will keep them viewing the whole ad?
It is always important to keep in mind that people rarely use social media platforms to receive ads. They would instead search for information, interact with friends or seek entertainment. This, in turn, suggests that your ad depends on borrowed time.
Ensure that you create a video ad that is long enough so that it conveys the message you are trying to send out but short enough that people do not click away. The preferred length for video ads is thirty to sixty seconds.
Pointing out a problem is not what your ad should be doing because they would probably already know it if someone has that problem. You should also not just end the video by saying you have a solution because several businesses may be offering the same answer.
It would be best to make viewers understand why your offerings are better than existing products or services in the market. For this, you need to highlight your USP (unique selling point) and make sure relevant points regarding it are clearly iterated.
You need to execute this with a subtle approach because there is a thin line between being helpful and sounding boastful.
Due to the advancement in technology, video marketing has gone from targeting random audiences to targeting the right ones. However, there is also a lot more competition. You do not just need to target the correct viewers but also at the proper time.
The right time depends on the goal of your video campaigns. If you have a good understanding of the market you are targeting; you should clarify what people want out of this market.
This process involves a lot of trial and error and guesswork, but an option that has proven to be very effective is using intent signals to target potential customers. This is majorly effective, especially if you want more visits to your store or generate leads. But what is an intent signal?
An ‘intent signal’ basically is a way to identify your target market based on their intent, i.e., what they need and how soon do they need it.
However, it goes beyond this, as you need to focus your efforts on showing them the ad when they need it at the exact time they need to watch it.
For example, if you perform cosmetic procedures and want to promote a specific service, you will target those interested in such operations. Thus, you choose the demographics of those who are most interested in the service or product you are offering.
This strategy can serve as a goldmine and reel in solid leads with a better chance of converting into sales.
You can create a widely popular video ad campaign even if you do not have a considerable budget or much time. It depends on you and your team’s ability to create a strategy that can be executed in multiple ways and how well you can use YouTube ads to your advantage.
Using these tips will help you generate more income without compromising the quality, so get to it!
If you have been considering Google Ads vs Facebook Ads, you probably wonder which one is better for your particular niche. Below is a close look at both types of Facebook Ads or google ads so you can make an informed decision.
And when the time comes to manage your Google ads campaigns, it’s important to select the best ad management services to obtain the best ROI.
You’ve seen both ad types mentioned when you go into Google or Facebook Ads, but how do they operate?
Both advertising platform use a PPC or pay-per-click model. When you make advertisement on either platform, you go into an auction where you type in a bid for how much you want to spend on ad/ad spend space. Next, you’re charged a certain sum every time a person clicks on your ads/Google ads. Easy, right?
It’s essential for making your marketing decision.
Google Ads is a paid search advertisement method, for the most part. This means that you pay to have your ad listed on the Search engine results page for Google.
When you do a paid Google search campaign, your advertisement is served to searchers based on targeted keywords rather than by target audience. However, you can alter your campaign settings in paid Search engines/Google search to target a specific audience based on geographic location and other particulars.
However, Google Ads isn’t just about paid search; you also can serve your ads on:
On the other hand, Facebook Ads provides you with paid advertising. As Facebook has changed its algorithm settings, particularly for Facebook retargeting, it’s more complicated than ever to get your products in front of customers organically.
This is where your paid social campaign comes in. With Facebook Ads, you pay to get your ads/google ads in front of customers on major social networks rather than them finding you organically.
As you may know, Facebook isn’t just putting ads on your newsfeed. Some other channels that you can advertise are:
Now that we’ve covered the basics of these two advertising channels let’s compare them.
Google and Facebook have massive audience reach. Google gets almost six billion searches per day, and Facebook boasts about 1.8 billion daily users.
Mobile advertising on Facebook makes up almost 90% of the company’s ad revenue. However, mobile advertising isn’t the only method that you should try.
Usually, your target users/audience spends time on both Google and facebook ad/Online advertising platform, so you cannot determine which platform is ideal for you based only on audience’s size.
So, ask yourself, how is your target audience effective on these networks? And is your product oriented towards Google search or social?
Even if Google gets six billion searches per day, it doesn’t help you if no one is looking for your product there.
Have you released a new, exciting product? Have people heard about it? If not, then Facebook Ads could be the best option for you for now.
Cost is another significant consideration; the average cost-per-click on Google Advertising/|Google Ads is $2.70, but this varies widely by industry.
It can range from $2.46 for auto to $6.75 for legal services. Also, note that the most costly search term in Google Ads today is ‘insurance’ for $54 per click!
Facebook can be a bit cheaper per click than Google. For example, a company in the apparel local businesses could pay only .45 per click on Facebook. Insurance and finance are more expensive, but the typical CPC is only $3.75.
Also, Instagram feed advertisements are almost double the cost of Facebook ads/Google ads.
CPC is often pricier on Google Ads, remember that people clicking each Google or facebook ad could be further along in the purchase cycle. Facebook ads excels at building awareness, but Google Ads may be better at reaching the user when she is ready to buy.
But CPC is only part of the consideration. Another factor to consider is CPA or cost per action to determine if you have a sufficient ROI for your Google or Facebook advertising campaign.
CPA varies by each campaign you start. It depends mainly on how well you targeted each campaign and if you can convert a lot of viewers.
Wordstream has put together average CPA for most industries to give you a benchmark for how your Facebook or Google ad is performing.
The average CPA for all Facebook advertisements is about $18.75. It can range from $44 for auto to $12 for healthcare to $55 for technology.
Again, Google Ads will cost you more than Facebook Ads, but Facebook Ad management is typically more expensive. The typical CPA in Google Ads is $49 for search and $75 for display. This can range from $34 for auto to $72 for education to $133 for technology.
Regarding buyer intent, Google Ads usually beats Facebook Ads. Think about the type of business you have. Do your potential customers search for products or services when they are ready to buy?
For instance, if your car’s air conditioner breaks, they will start looking for car AC repair services. Google Search ads would put your company in front of customers exactly when they need your Google’s local service ads.
But that person won’t repair that AC repair business in six months that they saw on Facebook. Google wins here.
Facebook Ads are not as effective at getting leads to become sales quickly. Most people go to Facebook to hang out and socialize, not to shop. But this robust platform is critical for building an audience over time. If you can create a feeling of community around your company on Facebook, people are more likely to buy when they need your product.
If you want to create brand awareness for your company, Facebook wins.
To decide, you need to ask yourself some questions.
First, think about the goal of your campaign. Do you want to make sales fast? Then Google Ads is probably for you this time. But if you want to grow brand recognition or reach a vast audience, Facebook Ads may be the choice.
Next, think about your industry. B2B and B2C companies use free Google Ads with great success. But Facebook Ads may work better for B2C companies, especially for people selling less pricey products and services; consumers are more likely to buy these products impulsive after they see them two or three times.
Also, your audience matters. Do people look for your firm with the idea to buy today? If so, Google is the right choice. But if you want to build a new audience, then Facebook will fit you better.
There are so many factors that will influence the success of your Google Ads campaign. Many people believe that by throwing dollars at their campaigns, they’ll start to work better and outperform their competitors.
Others believe in targeting the low hanging fruit to lead more website visitors to their website. While both strategies are effective, reaching as many qualified prospects without sacrificing your marketing dollars is the true way to grow your campaign.
Are you wasting money on irrelevant impressions that aren’t leading to conversions for your business? If so, then you may want to consider creating a negative keyword list in Google Ads.
Below, you’ll learn what negative keywords are, how they can impact your campaign, and how to create the perfect list.
A negative exact match keyword is a relatively simple concept. It’s basically a keyword that you don’t want one of your ads to show up for. Naturally, you’ll want your ads to show up for as many keywords as possible, despite its search volume and competition.
Many people believe that covering a lot of search volume in their campaign will help it grow and yield to more conversions. The opposite is actually true. Efficient campaigns can both save and make you more money.
Here’s an example — let’s say that you want to target people looking for “men’s athletic gear”. You already have a landing page and you don’t want to ruin your ad quality score by targeting irrelevant keywords/negative keyword.
Also, you don’t want to waste money on clicks that won’t mean anything. So, you add negative keywords “women’s running shoes”. This way, you aren’t wasting money, and your campaign is hyper-focused on your real target audience.
These are negative phrase match keyword, and they have been used since the dawn of Google Ads. In addition, they are still used in both marginal and expensive campaigns.
Using exact match negative keywords isn’t like turning on a setting that will optimize your campaign and save a few bucks. Likewise, creating a list of negative keywords for your campaign isn’t even optional.
Creating a list of negative keywords is an essential part of any campaign, because it provides all of the following benefits:
As you can see, there is no reason to ignore setting up a list of negative keywords for your campaign. Below, you’ll learn a few effective ways in finding negative keywords for your campaign.
Finding negative keywords isn’t as simple as it sounds. In fact, it’s pretty time-consuming and tricky. When creating your negative keyword list, begin by discovering keywords that are similar to your target keywords, but may cater to people who are looking for an entirely different product or service.
This includes keywords that relate to products and services that can be mistaken for your target keywords. The first step in finding negative keywords for your campaign is seeing what types of search terms are prospects using to find your ads in the first place.
By using Google’s search term report, you can identify the specific keywords people are using to find the ads in your campaign:
This report can list high-performance keywords that are generating meaningful traffic for your campaign and website. It can also show you irrelevant/negative keyword that aren’t synonymous with your products or services.
As such, these keywords should be added to your negative keyword list. If you’re ambitious, there are other ways to identify negative keyword opportunities. For example, you can perform a manual search for them using Google search.
To begin, create a list of 10 target keywords you’re bidding on. Go to Google and search for these keywords. What shows up? Do you see any paid search results that are irrelevant?
Why are these results irrelevant? Let’s use an example for the negative keyword “heater repair”:
Let’s say that residential HVAC companies are showing up for this keyword. Here are some things to consider:
Once you have your list of keywords, adding them to your campaign is pretty simple. If you ran a Google search terms report, you can:
Alternatively, you can add negative keywords manually by:
Creating a negative keyword list in Google Ads isn’t too difficult. However, if you’re running numerous campaigns, the task can be a bit too tedious and time-consuming. This is where we come in and help.
At PPC.co, we specialize in delivering top-notch PPC management services. When you call us, we’ll set up a list of negative keywords and create a more productive campaign for your business.
Contact us today to speak to a member of our team about your PPC campaign.
If you’re new and experienced in using Google Ad’s, the most exciting part of building a new campaign is keyword research. With your budget readily available, you’re searching for the most potent keywords, while trying to keep your competition, volume, and marketing spend balanced.
However, Google has for years denied releasing specific information about certain keywords. This makes it almost impossible to plan for using organic keywords, and it creates a level of uncertainty that shouldn’t be present in a campaign you’re spending money on.
Though, it’s very possible to turn these lemons into lemonade, so to speak. Below, you’ll learn how to use “not provided keywords” to maximize the impact of your Google Ad’s campaign.
To put it simply, not provided keywords are instances where Google has chosen not to share organic keywords data with you. Clearly, people are using these keywords, but Google will not provide you with any analytical information about them.
The reason not provided keywords exist is to protect the privacy and interest of internet users. Similarly, you will also see keywords (not set), and this also means you won’t be able to understand vital keyword data.
The “not set” connotation simply means that Google won’t reveal any search traffic for that keyword. In 2010, Google revealed that they would no longer provide organic keywords data in order to better personalize search queries experiences based on user behaviors.
These changes have been enacted due to the widespread interest of protecting user privacy.
Not provided keywords aren’t the end of the world for advertisers. In fact, if you can’t see core data for specific keywords, you’ll need to find other metrics to determine if Google is sending high quality traffic.
Many advertisers will still bemoan not having enough data from not provided keywords, which can prevent them from creating a relevant landing page, improving their ad quality score, and increasing your conversions and ad revenue.
Actually, if you perform a search queries for the not provided keyword, you can view the top landing pages. These landing pages will point directly to the organic search intent, or the reason why a person is searching for the keyword in the first place.
Clearly, if Google has ranked any landing pages high for particular keywords, it means they are fulfilling the needs of its internet users. So, you can look at the landing pages for not provided keywords to get an insider view of what a standard internet user is looking for.
Thus, you can use a basic keyword research tool/web analytics tools to receive data on how well a landing page performed. While this data won’t be exhaustive, it’ll give you a greater idea of how your landing page will rank if you target the same keyword:
Nonetheless, it would be beneficial to receive granular information about not provided keyword’s instead of landing pages. This is where using normal Google Search Console comes in handy:
There is a way you can bypass this caveat from Google. Ironically, this loophole can be found with another tool from Google. You can start by linking your Google Ad’s to your Google Analytics account.
Then, you’ll link up your Google Analytics to your Google Search Console data. By associating these two platforms together, you’ll be able to see organic Search Console information in insight reports from Google Analytics keyword.
You’ll also be able to access these reports directly from Google Search Console.
Obviously, if you want to improve your Google ranking, not being able to measure vital keyword data can become an issue. However, there are more pressing issues to consider, such as:
As you can see, not provided keyword’s aren’t going to significantly impact your Google Ad’s campaign. As a matter of fact, there are a lot of ways you can use them to improve your campaign as a whole.
Not provided keywords can actually benefit your campaign Below, you’ll find some effective ways to use not provided keywords to your advantage.
Using not provided keywords is not difficult, but relying on a PPC agency is the best course of action to improve your bottom line.
Do you need help in improving your Google or other search engines Ad’s campaign? If so, then you’ve come to the right place. We specialize in running successful PPC campaigns for all kinds of clients.
We employ the most advanced tools to find meaningful keyword data. Do you want to learn more about how we can help? Contact us today to speak to a member of our team about moving forward.
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