Google Announces AdWords For Video – Video Ad Management Made Easy

Google Announces AdWords For Video   Video Ad Management Made Easy

Google today is announcing a pretty huge development in the world of online video advertising: Adwords For Video. Launching in private beta starting immediately, AdWords For Video is video ad management made easy, and could open the door for all kinds of brands and businesses to a simple and affordable way to reach targeted video viewers. I had a chance to get a sneak peek at the system, and came away very impressed. So I thought I'd share a bit with you about Google's new AdWords For Video.

Google AdWords For Video

The overwhelming theme with the new AdWords For Video is views, not impressions. Just basic clicks… well, YouTube and Google have learned that those things aren't nearly as coveted by advertisers as the simplest of all video advertising goals: for viewers to actually watch the video.

I don't know about you, but that sounds an awful lot like what we've been saying for months, particularly with our Social Video Blueprint series… it sounds like social video principles. Advertisers would rather have viewers watch their ad than any other action, meaning the content quality and entertainment value has to be high. The view counts more than the impression.

Everything about AdWords For Video has been set up with these themes in mind, from the evolution of the True View program to the way stats are presented.

AdWords For Video is integrated so smoothly into the existing AdWords environment it's almost scary. It's nestled on the left navigation menu, just sitting there under Online Campaigns like it belonged there all along.

It's also pretty simple. I've worked with companies of all sizes, and this should be intuitive enough for almost any computer user to manage. In fact, Lane Shackleton, a YouTube Product Manager, who gave me a tour of the service, told me that there can be as many as 30 screens/pages for standard AdWords setup. With AdWords For Video, there are only two. Here's what the first one looks like:

Google Announces AdWords For Video   Video Ad Management Made Easy

(Advertisers can configure video campaign settings when advertisers "Create a new campaign." Here they can enter a budget and choose location and language targeting settings. If they have an existing campaign, they can load the settings from a previous campaign, or they can create new settings.)

Did I mention it's easy?

True View Video Ads

There's a little bit of terminology changing right off the bat. "Promoted Videos" is now rolled into True View. There are four basic True View ad formats in AdWords For Video, as shown in this screenshot:

Google Announces AdWords For Video   Video Ad Management Made Easy(Advertisers can preview how their ad will appear using the four TrueView ad formats (in-search, in-slate, in-display and in-stream). They have option to select "Automatic" settings or they can select "Let me choose…" in order to further customize their campaign.)

Let's take a look at each one:

True View In-Search Ads

In-Search ads will appear, somewhat obviously, in search… on Google or YouTube. This is part of what you currently know as "promoted videos."

True View In-Slate Ads

In-Slate ads appear in a "slate" before long form content. Here's a video demo of a True View In-Slate Ad:

True View In-Display Ads

In-Display ads are on the YouTube video player page, where some of the old "promoted videos" were, and in the related videos list.

True View In-Stream Ads

In-Stream ads are skippable ads on YouTube videos–what you've typically known "True View" ads as. Here's a video demo of a True View In-Stream Ad:

AdWords For Video Targeting

Because the "view" itself is most important, to both the advertiser and to Google, there are some excellent targeting options with plenty of dials to turn to tweak your ad's performance. You can target by search, by topic, by contextual themes, age, interests… it's pretty deep, and clearly a huge part of what AdWords For Video is about–helping advertisers gain ad views through better taregting.

You can even separate out the various True View ad formats, and bid separately for each one.

Here's a screenshot of the targeting set-up:

Google Announces AdWords For Video   Video Ad Management Made Easy(A targeting group allows you to choose who you want to see your ad(s). You can select keywords, contextual themes, topics, audiences, interests and placements to help target your audience. You need to have at least one targeting group before your ads are eligible to run. At a minimum, you should select "YouTube.com" as a placement so your video ads will at least run on YouTube.)

AdWords For Video Measurement

Of course, more than half the power of AdWords in general is the ability to measure performance, which allows you to improve performance. And the same is true with AdWords For Video.

In many ways, it looks a lot like the standard AdWords reporting you're used to:

Google Announces AdWords For Video   Video Ad Management Made Easy(Everyone different objectives for measuring metrics. In Google AdWords for video, you can use graphs to see real-time views, cost, average CPV, view rate and conversions.)

Impressions are clearly separated out from views. Shackleton told me that a "view" is only accrued after an ad is watched for 30 seconds; up until then, it's just an impression. And you don't pay for those.

Impressions, then, is separated out into two sub-categories itself: thumbnail impressions, and impressions where the video was started, but not watched at least 30 seconds.

There are even some great stats on call-to-action activity and performance, as well as a video-played-to point measurement that tells you exactly when viewers tuned out.

The Bad News About AdWords For Video?

You can't get in yet. Probably. The odds are against you, that's for sure. This is a product launch with a pretty small private beta. They're reaching out to a select number of advertisers and partners to join the initial testing. I told Shackleton that everything about the system seemed designed for the average user, and suggested that surely they planned to open this wider and wider, eventually to the public. And he agreed: it is designed for users of all kinds, and will, indeed, slowly begin to open up to more potential advertisers.

You can still take some kind of action, though. You can submit yourself as a potential tester for consideration. But there are no guarantees when, or if, you'll be allowed in.

So for many of us, this is a big tease. But it's one heck of a tease. Video advertising in an AdWords environment that manages ads across all Google properties in one place, with simplified setup and management controls? Of course this thing is destined for the public… eventually. AdWords itself is already a huge revenue generator for Google. They're going to want to open this up to as many advertisers as possible sooner or later.

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About the Author -
Jeremy Scott is the founder of The Viral Orchard, an Internet marketing firm offering content writing and development services, viral marketing consulting, and SEO services. Jeremy writes constantly, loves online video, and enjoys helping small businesses succeed in any way he can. View All Posts By -

What do you think? ▼
  • http://launchpad6.com Aaron Beashel

    How can we submit ourselves as a potential tester? We've got about buckleys chance of getting in but worth a shot….

  • http://www.facebook.com/profile.php?id=635053816 Sandro Salsi

    I think it's awesome!

  • http://www.facebook.com/dan.kolossa Daniel Kolossa via Facebook

    Wowser

  • http://www.facebook.com/people/Richie-Dood/100000268341465 Richie Dood via Facebook

    interesting

  • http://www.facebook.com/jaycebroda Jayce Broda via Facebook

    What do you think this means for independent publishers?

  • http://www.facebook.com/profile.php?id=1177363116 Mark Robertson

    I applied to the beta. Fingers crossed they'll let us play around with it a bit and help educate the masses.

  • http://www.facebook.com/profile.php?id=684615046 Greg Jarboe

    I can't wait to try this.

    • http://www.facebook.com/profile.php?id=1177363116 Mark Robertson

      me too and time for you to go on vacation ;-)

  • http://www.facebook.com/profile.php?id=100361750022323 Video Leads Online

    So to help out… "In Slate" means a Pre-Roll ad that can not be skipped, and "In Stream" means a Skip-able Pre-Roll ad, right?

    Next Question: Is a "Conversion" counted when a viewer clicks a call-to-action overlay or (Please please please) when they click a link in your Description text?

  • De Acetis Axel

    Things are taking off for another galaxy.

  • http://www.reelseo.com/about/mark/ Mark R Robertson

    Aaron, you can apply here – https://sites.google.com/site/awvbeta/sign-up

  • Jayce Broda

    What do you think this means for independent publishers?

  • Thomas Owadenko

    definitely a very good move! but the real move will be when they will launch this new ad format. http://techcrunch.com/2011/03/24/google-goes-after-big-media-ad-dollars-with-new-video-search-ads/ any news? update about displaying video ad intoo GooG like any adwords? is this the next step? can't wait for it.

  • http://www.randox.com Shane Mc Guigan

    This is brilliant news, can't wait to give it a go…

  • Kristen Fry-DeCormier

    Our company rolled this out a few months ago and our customers are getting amazing results with this. Not only are they getting hits to their website they are generating new business!

  • Grant Crowell

    For those who want to see larger screenshots, go to https://sites.google.com/site/awvbeta/setup-guide-1.

  • http://nextshoot.com Mikemacnamara

    We've been using this on behalf of a client looking to generate b2b leads and it really is impressive. The targeting and reporting are especially welcome. Good to see that Google have poured the resources into making this work.

    Mike, Technical Director,
    www.nextshoot.com

  • Video Production Company

    We've been using this on behalf of a client looking to generate b2b leads and it really is impressive. The targeting and reporting are especially welcome. Good to see that Google have poured the resources into making this work.

    Mike, Technical Director,
    www.nextshoot.com

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