Google Video Advertising: Benefits And Drawbacks

Google pay per click video ads are meant to help advertisers attract more customers and generate higher conversion rate and return on investment (ROI). However, some advertisers contest the benefits of video ads. A closer look at Google’s video advertising, its benefits and possible drawbacks.

Google’s Pay Per Click (PPC) video advertising is an innovative branding opportunity for advertisers. Compared to other forms of advertising – texts and images – video advertising is more attractive and appealing for online users. The penetration of video sites has prepared the online users for videos.

Images may already be more attention grabbing compared to text ads, how much more video ads? Online users are expected to appreciate looking at how a product works rather than just seeing its static image. This is the reason why video advertising is deemed to produce significant advertising results.

How Google Video Advertising Works

Google PPC (Pay Per Click) video advertising basically works like the other forms of Google advertising. The advertisers need to create the ads. They have to bid for placement. The higher the bid, the better the placement of the video ad will be. The advertiser can choose the site where the ads will be displayed. The video ads will only play when clicked.

The advertiser can choose whether to bid on a cost per click (CPC) or cost per mille (CPM) basis. He takes full control as to how much he is willing to spend on the video ad campaign. There is no need to pay too much on bids. The bids should be in accordance with the campaign budget.

Contrary to what other advertisers may have thought of, video advertising is not only for those with high advertising budget. It is for all types of advertisers. Remember that the cost depends on the budget. It is important then that advertisers use Pay Per Click (PPC) bidding strategies to avoid emptying out their pockets.

Cons Of Google Video Advertising

As with anything else, Google video advertising has its drawbacks. Some advertisers believe that the chance for conversion is higher if the online user is taken to the advertiser’s website. Sign up and order forms are on the advertiser’s website and not on the video ad.  When an online user clicks on an ad listing (text or image), he is taken directly to the advertiser’s website. Clicking on a video ad; however, just plays the video.
Some online users prefer not to click on a video ad since it takes a while to load and play. This is a serious case for online users with dial up connections. Furthermore, video ads are harder to create compared to text or image ads.

Conclusion

Google video advertising aims to help advertisers attract more customers and increase conversion rate and return on investment (ROI). The key to make it work is to optimise the ads, target the keywords and the campaign and manage bids strategically.