• Home
  • Tools
    • PPC Signal
    • PPCexpo Keyword Planner
    • PPC Audit
    • ChartExpoTM PPC Charts
    • PPCexpo PPC Reports
    • Combinations Calculator
  • Pricing
  • Contact us
  • Resources
    • PPC Signal Dashboard
    • PPC Reports Templates
    • PPC Guide
    • Join Our Facebook Group
    • Charts
      • CSAT Score Survey Chart
      • Likert Scale Chart
      • Pareto Chart
      • Sankey Diagram
  • Blog
Categories
All Digital Marketing PPC SEO SMM Data Visualization
All Digital Marketing PPC SEO SMM Data Visualization

We use cookies

This website uses cookies to provide better user experience and user's session management.
By continuing visiting this website you consent the use of these cookies.

Ok
Home > Blog > Digital Marketing > SMM >

11 Big Changes from Google that Impact Your Video Ads

Content is no longer king. It was for many years but now video content is the new dominant force in marketing.

A lot of companies are already on-board, as more than 80% of businesses believe video marketing delivers a great return on investment (ROI). When you compare the engagement stats, it’s clear that people do find video content more interesting than simple text posts.

11-Big-Changes-from-Google-that-Impact-Your-Video-Ads

So, what does that mean for advertisers? How can you leverage the medium in your marketing now? To understand just how powerful it can be, let’s consider the Google Ads latest updates.

How Google Video Ads Have Improved

As time goes on, more marketers are shifting their focus and resources behind video marketing. The changes over the past year have made the channel even more powerful in a number of ways. Here are the newest tools for your arsenal.

1.  Vertical Video Ads on YouTube

This switch to vertical ads allows your brand to offer a more “seamless mobile experience”, so users can view content on the YouTube mobile app in a similar way to Snapchat or Instagram. This enhanced user experience is likely to result in more interactions with ads.

2.  Location Extension for YouTube

Now, when you watch a YouTube video ad that has a location extension, you can see the address, store directions, and the opening hours of the business. This will make it easier for business owners to drive tangible sales through YouTube.

3.  Outstream Video Ads

Outstream video ads are advertising units that auto-play in a large format player when any user navigates to it through text content. Outstream video ads are exclusively for use with mobile targeting, and it is an effective means of expanding the reach of your video ads beyond YouTube.

4.  Google Ads Notes

Google Ads Notes was introduced in May after much fanfare about its upcoming addition to the platform. This feature enables you to add text notes at the account, campaign, and ad group levels, which you can easily do by clicking on points in the performance charts.

5.  Shoppable Image Ads

Studies indicate that around 1/3 of consumers search for product images before they visit a physical store. By using Shoppable Image Ads, advertisers can now get in front of those people sooner. These ads have a tag icon that links to a carousel of similar products, which users can then explore and continue to purchase.

6.  Video Showcase Shopping Ad

Alongside the Shoppable Image Ads, Google released the Showcase Shopping Ads. These ads link to a landing page that presents visitors with various promotions and descriptions. The featured image is a rolling video, which will then play in full at the top of the landing page once you click on it.

During beta testing, Google found that these ads generated a 3.6x increase in clickthrough rate (CTR), and almost 70% growth in new customer acquisitions.

7.  Improved Attribution for TrueView for Action Ads

Google has updated the attribution window for TrueView for Action ads. The previous default attribution window was 30 seconds with a 30-day conversion window. The update is 10 seconds with a 3-day conversion window.

This is so advertisers will be able to measure the impact of their video ads with greater accuracy. After all, YouTube ads may plant the initial seed that eventually leads to a conversion, even if it is some time after watching the video clip.

8.  Video Ad Sequencing

Just as with any other form of marketing, it’s important to align your efforts with user intent and their position in the buyer’s journey. With video ad sequencing, it’s possible to break up video advertising into several key sequences, which are essentially aligned with the corresponding stages of the purchasing process.

With this strategy, a viewer would need to see the first part of the sequence before they can see the second. Once they see the second, the third will be displayed next, and so on. This helps nurture leads through your marketing funnel with content that is aligned with their needs and interests.

9.  Ad Pod Testing YouTube Ads

Research by YouTube found that having fewer interruptions for ad breaks tends to generate higher ad view rates, and also reduces content abandonment figures. With this in mind, ad pods are now being using to combine ads, as opposed to showing pre-roll and mid-roll ads. The early indications are promising, with better results for advertisers, and less frustration for viewers.

10.  TrueView for Reach

The TrueView for Reach campaign type that Google released this year focuses on maximizing brand awareness metrics, such as impressions. This is sold on a CPM (Cost per 1,000 impressions) basis, and the ads are optimized to hit your brand awareness goals.

11.  Some Display Options Have Been Removed

The Display Planner tool allowed us to research the optimum ad placements, including helping marketers identify negative placements for their display campaigns. This no longer exists in Google Ads.

Another update was Google’s decision to remove the option of adding adsenseformobileapps.com as placement exclusion. Many advertisers were using this as a workaround to exclude mobile apps. This change has received mixed feedback. While it leans towards a mobile-first world, it may attract a lot of unqualified traffic to your ads.

Visual Content Has More Power to Persuade

There’s no doubt about the potential of video marketing. People enjoy watching video content, and they are more likely to interact with it.

The Google Ads updates reflect this dynamic digital marketing landscape, and the smartest marketers will keep these changes in mind when they are creating new video ads on Google and YouTube.

How much did you enjoy this article?

We will help your ad reach the right person, at the right time

PPC Signal

Your Data. Your Insights.

Actionable insights discovered for you. Now you can do more in less time.

PPCexpo Keyword Planner

Find the Perfect Keyword. Surprise Yourself.

PPCexpo Keyword Planner will help you align your keywords with the customers’ intent.

PPC Audit

Free Google Ads Audit Report.

Frequent audits will help you optimize your PPC campaign for success.

ChartExpo PPC Charts

Picture a Thousand Numbers. See the Big Picture.

Visualizations give you the ability to instantly grasp the insights hidden in your numbers.

PPCexpo PPC Reports

Simple and Easy PPC Reporting. For Everyone.

Experience the new revolution in reporting … click your way to insights, don’t scroll.

Combinations Calculator

Do the Math.

Calculate the number of combinations in your PPC campaign. It may surprise you.

Insightful pay-per-click tips and tricks, delivered to your inbox weekly.

CTR Survey

ppc signal ad
chartexpo ad
ppc audit ad
keyword planner ad
14932

Related articles

next previous
SMM12 min read

Branding in The Age of Social Media

Learn easy ways of building a brand on any social media platform

SMM35 min read

Where is the Ads Manager in Facebook? How to Use Facebook Ads Manager

Facebook advertisement comes in variety of ways, you can promote your posts and pages on Facebook and also bring traffic on your website through this.

SMM10 min read

How to Generate Leads Through YouTube Lead Form Ads

YouTube lead form ads are a massive step in the right direction to make YouTube a more lead gen friendly platform. Here's how you can use them to capture more leads.

SMM5 min read

Why Video Marketing is so Powerful in 2023

Step aside, content - video advertising is now king. In this blog, we outline the many benefits of video marketing for business.

SMM5 min read

Techniques to Sell a Product in 2023

Online store success demands professional ecommerce marketing strategies. Here, we give you the insights you need.

PPCexpo

  • Home
  • Tools
  • Pricing
  • Contact us
  • PPC Guide
  • Blog
  • Sitemap
  • © 2023 PPCexpo, all rights reserved.

Company

  • Contact us
  • Privacy policy
  • Security
  • Patent

Tools

  • PPC Signal
  • PPCexpo Keyword Planner
  • PPC Audit
  • ChartExpo™ PPC Charts
  • PPCexpo PPC Reports
  • Combinations Calculator

Quick Links

  • PPC Guide
  • PPC Signal Dashboard
  • PPC Reports Templates
  • ChartExpo™ for Google Sheets
  • ChartExpo™ for Microsoft Excel
  • PPCexpo Keyword Planner Google Chrome Extension

Charts

  • CSAT Score Survey Chart
  • Likert Scale Chart
  • Pareto Chart
  • Sankey Diagram

Category

  • PPC
  • SEM
  • SEO
  • SMM
  • Data Visualization
  • Others
Join our group

Benefits

  • Q&A on PPC advertising
  • Get expert advice
  • Great PPC discussions
  • Stay updated with PPC news
  • Quick support on tools
  • Discounts and special offers