Google is experimenting with video adverts to refine advertising and marketing approaches
With the increasing focus on video marketing, this could be of great help in improving your reach and promotions.
Google announced that it is Add a new video Experiment element in Google Ads that brands can use to test and compare different approaches to refine their approach to video marketing.
As explained by Google:
“Knowing the outsized impact of creatives on increasing sales, we’ll be launching video experiments around the world in Google Ads for the next few weeks. These experiments are easy to set up and provide quick results that you can act on. Whether you’re looking to explore the effects of various Understanding video ads on brand lift, conversions, or CPAs can also help you make more informed decisions that will improve your results on YouTube. “
Video experiments are added to your Google Ads dashboard. A new Video Experiments option will soon appear on the Designs and Experiments tab.
Here you can create new video experiments to test which of your video ads is more effective on YouTube.
“With a video experiment, you can test different video ads with the same audience and then use the results of the experiment to determine which ad will resonate with your audience.”
The results will then be available in your Google Ads dashboard:
This can help brands optimize their ad spend and get better results – which, according to Google, can have a big impact.
“In global studies we conducted in 2019 and 2020, advertisers who successfully used video optimization experiments for lower funnel performance on YouTube saw a 30% lower median cost per acquisition for the higher performing subject. who used video experiments to optimize the top funnel impact got a 60% higher ad recall from the higher performing subject. “
There are several ways you can improve your approach to video advertising and improve certain elements to maximize video ad performance.
Google also provided three examples of possible test experiments:
- Oversized text. Does enlarging text elements (including logos) increase brand awareness?
- Tighten the frame. Will zooming in on important topics, be they people or products, lead to greater consideration?
- Make it easy to buy. Does the call to action result in more conversions at the beginning of the video than it does at the end?
The key is to limit your variables in order to have a clear understanding of the implications of any change. So if you were to do an experiment, ideally you wouldn’t change three or four things at once, but trying one change at a time will give you a better idea of the impact that you can then incorporate into your present and future planning.
Google’s new video ad experiments will soon be available in Google Ads Manager. For more information on setting up a video ad experiment, click here.