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Lessons Catalogue

Lesson 2d: Using Different Ad Formats

• Overview
• Expanded Text Ads
• Quiz

• Features
• Campaign Integration
• Formatting and Guidelines
• Quiz

Video ads
• Features
• Campaign Integration
• Formatting and Guidelines
• Quiz

• Features
• Campaign Integration
• Formatting and Guidelines
• Quiz

• Features
• Campaign Integration
• Formatting and Guidelines
• Quiz

• Introduction
• Print Ads
• Audio Ads

 		   
Video ads « Previous Topic       Next Topic  »

Objective: Learn about the features, creation process and guidelines for video ads.

Features Back to Top

Video ads are click-to-play or in-stream ads that appear on select content sites (not search sites) in the Google Network and on Google Video.

  • Click-to-play video ads appear as a static opening image. Users click the 'play' button or the opening image to watch the video in the ad space. If a user clicks the Display URL at the bottom of the ad or clicks the ad while it is playing, the user goes to the webpage that you have specified.

  • In-stream video ads are streamed during other videos, similar to how commercials are shown on television. Just like click-to-play ads, in-stream ads contain a Display URL that, when clicked, takes the user to the specified webpage.
Video ads let you interact with and engage the user. For example, users can control the volume and replay the video.

Campaign Integration Back to Top

Video ads are available for campaigns that use keyword and/or placement targeting. Since video ads only run in the content network, campaigns using keyword targeting only must be opted in to the content network in order for video ads to run. To learn how, visit the Edit Campaign Settings topic.

When paying on a CPC basis, advertisers pay for click-throughs that lead users to the website, not for clicks on the opening image/video or play button. When paying on a CPM basis, advertisers pay for impressions of the opening image (or for in-stream video, when the video runs), rather than for each time that the video plays.

Formatting and Guidelines Back to Top

Google hosts and streams video feeds. Streaming technology is optimised for all bandwidths (dial-up, DSL, etc.). The video operates as a Flash element. As a result, users do not have to install anything.

Here are some tips for creating a video ad:

  • Create a descriptive and eye-catching opening image (the image which users see before playing the video).
  • Entice users to click 'play' by using rich, sharp colours.
  • Include a few words to describe the product, service and/or company.
  • Boost play rate with a call-to-action that tells users that they can play the video to learn more.
  • Create multiple video ads with different opening image sizes to increase the number of placements where your ad is eligible to appear.
  • Keep the video engaging and no longer than necessary (play rates drop off significantly after 45 seconds).
  • Be clear about business offers.
  • Deliver key messages early in the video, because users may not watch the whole thing.
  • Provide clear next steps for users to take after finishing the video, such as making a purchase or visiting the website or store.
To learn more about formatting and specific video ads guidelines, visit Editorial Guidelines for Video Ads. For general information, visit the Video Ads section in the Help Centre.
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