Powerful Reasons To Choose Video Marketing
Pay-per-click (PPC) advertising is an effective way to bring more traffic to a website landing page. It is an online model in which advertisers display their ads for products or services to entice people searching for those particular things online to click on their advertisement.
With Adwords, each time someone actually clicks on their ad, the advertiser pays a certain amount based on an Ad Auction. This is an automated process that Google and the other major search engines use to determine the relevance and validity of advertisements that appear on their search engine results pages (SERPs).
If a search query fits the keywords in your ad, a complex algorithm based on Ad Auction calculates what results to display. Because the platform is quite complicated, most business owners don’t have the time to master Adwords, so they hire an expert that already knows how to best use their marketing dollars, but this comes at a price on top of the cost of the ad campaign.
Advice for PPC Marketing
If you choose to dedicate your time to learning PPC, there are some good resources online such as this article from Entrepreneur magazine, which outlines the 5 things you should never do when setting up an Adwords advertisement:
1. Sending visitors to your home page.
Say you’re running a PPC ad for the keyword “Nikon D90 digital camera” — a product you sell on your website. You set up the ad to run whenever this keyword is searched for on your chosen engine, and you use a URL that redirects readers who click on your ad to your site’s home page. Now, this user must painstakingly click through your website’s navigation to find this exact camera model — if he or she even bothers to stick around.
In this case, you took an engaged, targeted visitor and forced him or her to work for the information you promised. A better approach would have been a link to the camera’s product page, avoiding any frustration and bringing your visitors one step closer to completing their purchase.
Whenever possible, drive PPC visitors to targeted landing pages. If you don’t have a product-specific landing page to refer visitors to, create custom landing pages that provide the exact information the reader is looking for.
2. Sending visitors to your contact page.
Some businesses send PPC visitors directly to their website’s contact page to force email newsletter opt-ins or lead generation form submissions. This can not only frustrate visitors and hurt the chances of making a sale, but it also can run afoul of PPC platform guidelines.
If you’re advertising through Google AdWords, for example, be aware that requiring visitors to fill out contact forms in exchange for something free goes against the search giant’s guidelines.
3. Failing to split-test your ad text.
To produce the most effective results, avoid running PPC ads without testing them first. You can split-test your ads by creating multiple versions of the ad’s text for each of your PPC ad groups. That way, you can determine which specific wording leads to the most click throughs and on-site conversions.
Nearly all PPC engines allow you to split-test, but ensure that your ad variations will be displayed at random so they generate meaningful data. Some PPC platforms use predictive algorithms to display the ad variation that’s most likely to be successful, but this diminishes the integrity of your split-test data. You can find instructions on how to ensure that your ad versions are displayed randomly in your PPC engine’s help section.
4. Relying entirely on ‘broad match’ keyword ads.
Broad match keyword ads are displayed whenever all or part of your target keyword phrase is searched for, offering the greatest traffic potential. But you may be sacrificing relevance for reach.
For example, suppose you’re a law firm targeting the phrase “divorce attorney” with a broad match ad. Your ad should appear on the results page for the search query “divorce attorney,” but it could also show up for the phrases “reasons for divorce,” “dui attorney” or “dealing with divorce for children.” In these cases, you may be wasting money on irrelevant searches.
Setting your ads to phrase or exact match might decrease your traffic potential, but help ensure that your ads appear for search queries that are most relevant to your business.
5. Not taking advantage of negative keywords.
Many people fail to use negative keywords, which can prevent ads from displaying whenever certain words are searched for. Following the example above, adding the word “dui” as a negative keyword within your PPC ad group would prevent your “divorce attorney” broad match ad from appearing in results for “dui attorney.”
Adding negative keywords to your PPC campaigns is one way to control relevancy without eliminating the potential traffic of broad match ads. But you’ll need to devote time to finding the many possible negative keywords that could influence your campaign.
Depending on the keywords you are going after with your Adwords campaign, they can come with quite a high price tag. For example, keyword phrases with the term “lawyer” or “donate” can cost almost $50 per click.
What Is Video Advertising
A good alternative to running an Adwords PPC campaign is using video ads. One can learn more from BPI Digital Media Group about how most people prefer video over reading a long page of text, making digital video advertising a marketing trend.
Here is a great video that walks you through the process of setting up a video ad that is current enough to reflect the current interface:
Because YouTube is owned by Google, the first thing you have to do is connect your YouTube account to Adwords so you receive Google analytics for helpful insights.
As with Adwords, your target audience is the most important section of setting up the ad. You can use just about any demographic based on location, gender, age, etc., and the more specific you get, the better qualified your viewers will be.
According to Zaini Media, this works well if you are a local business or tailoring your video to a definitive group, but if you looking to build brand awareness, you would be wise to go a little more broad with your audience.
Keywords are also a key component of video ads, as well as with any PPC campaign. With Google or any search engine, depending on what an online user types into search will decide what ads are shown.
However, with video ads, no one is actually typing in the keywords. It is based on the search history of people who have the same type of interests as your keywords, the videos they watch, and the websites they visit.
Another cool option is targeting where your ad is placed. You can choose specific YouTube channels, websites, app categories and more.
Why Use Video Ads
So, what are the benefits of video ads? Here are 10 advantages:
1. Consumer Psychology
Consumer psychology and emotion plays a great role in advertising.
2. Device Friendly Nature
Now marketers are smart, and they make videos device friendly, more precisely mobile friendly.
3. Videos are Sharable
Today’s users expect advertising to be brief, targeted and convenient because they love to share what they like and video advertisement has this quality.
4. SEO Benefit
Search engines love the video.
5. Cross-channel Benefit
Video advertising has changed the way that connects the target audience as digital content continues to expand.
6. Increased Visibility
In-Stream videos offer another opportunity to reach audiences by allowing advertisers to deliver short video ads into both live and non-live videos on any video uploading platforms such as Youtube, Facebook, Instagram and many others.
7. Lead generation and conversion
If you go by the ad videos of the big marketers like Amazon or eBay, it would certainly prompt you to go to their site and make the purchase.
8. Social Media Videos
Mostly all social platforms allow marketers to share videos directly to the targeted audience reach organically.
9. Resource of Information and Education
Videos are the excellent format for informing and educating.
10. Resources for Sales Professionals
Video marketing is most effective for sales professionals.
See the full post here: https://www.eyecandyinfographic.com/blog/10-advantages-video-advertising
Whether you choose TrueView skippable ads, non-skippable ads, 6-second bumper ads, sponsored ads, or any of the other options, you get more bang for your buck with video advertising. We’re your video marketing Denver experts, so give us a call to learn more about how we can manage your video PPC campaign.