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While the Google market runs rife with potential leads, its popularity makes it a competitive atmosphere. At the end of 2019, ads on the platform were being viewed by 90% of the internet population. And, costs for keywords are rising, making these campaigns increasingly expensive. This change has led to questions like, “what can I do to avoid overspending and still meet the demands of an oversaturated market?”

Google Ads may be deluged with business owners making their mark, but there are avenues yet to be conquered. Video is a perfect example of an untapped resource with plenty of potential for growth.

Let’s take a closer look at the ways Google Ads feature in videos and how to make them work for you.

Understanding Google Ads for Video

The most commonly used YouTube video ads are called TrueView ads, and they come in three formats.

  1. In-Stream: As the title suggests, an in-stream ad is one that plays during a YouTube video stream. The host of the video, also known as a YouTube partner, agrees to have ads play in exchange for monetary compensation. They normally appear at the beginning, middle, or end of the stream. In-stream ads are beneficial because they provide the viewer with the option to skip the ad after five seconds and return to their video. Unlike other types of PPC content, these ads don’t charge you unless a viewer watches your ad for 30 seconds or more.
  2. In-Search: Unlike in-stream content, in-search ads are linked to keywords. When a YouTube user searches for your keyword, your ad appears in the results window. If the ad video is clicked, you’re charged for it. This method lacks the safety net of the five-second skip rule but has merits of its own. For example, your ad is more likely to reach its target audience if it’s delivered by a search term.
  3. In-Display: Finally, in-display ads are those which appear in the sidebar or search results. They’re marked with an “ad” indicator. Once clicked, you’re charged for the ad. These ads are extremely precise, guaranteeing the viewer wants to see your content. Unlike other ad formats which self-populate, the viewer chooses this ad of their own accord.

A fourth option used to be available and it offered the viewer the choice of three ads to watch during a video of 10 or more minutes. That format has been retired in favor of the alternative TrueView styles.

5  Tips for Successful Video Google Ads

Now that you know how Google ads and YouTube work together, here are five tips for a successful campaign:

  1. Make an Ad People Want to See

Rather than designing an ad your consumers don’t mind pausing a video for, design an ad they want to watch from start to finish. Consider your target audience and the videos they’re attracted to. The key to a successful video ad is making your audience forget it’s an ad.

A unique way to showcase a brand and reduce its appearance as an ad is by turning it into something interactive. For example, if you were a shoe company launching a new sneaker, you might be tempted to create a commercial-style ad. Instead, why not show viewers something they’ve seen, and design the ad as a how-to video for running?

  1. Show Real Consumer Opinions

Nine out of ten consumers read reviews before purchasing a product or service. It’s become second nature to see what others are saying before trying something for ourselves. As a marketer, you can profit from this fact by including real customer opinions in your video ad.

An example of this is the Hello Fresh video campaign from 2017, which shows a couple named Tre and Rich. The video opens with Tre explaining why she started using the service and how it benefits their home. This marketing style is relatable and evokes an emotional response – two things that equal success in an advertisement.

  1. Keep It Short and Sweet

This is an especially helpful tip for ads running in the middle of another video. You’re taking the consumer’s attention off the original link they clicked on. Keeping your content short and sweet improves the chances that a viewer will let it run to completion. As a guide, you should try and keep your ads between 12 and 20 seconds long.

  1. Research Before You Write

Understanding what your target demographic wants to see is crucial to a successful video ad campaign. Research which ads on YouTube are doing well within your industry and what types of videos they feature in.

You can also ask your audience outright what kind of ads they’d like to see and where. Use a poll in your social media feed or send out an incentivized email survey to gather intel.

  1. Draw Inspiration from Past Content

You’ve done your research; you know your audience. You probably have plenty of content already posted to blogs and social media feeds to prove it. Rather than trying to create brand-new ads from scratch, draw on the inspiration of past content. Repurposing your own content to form something new as a video is a brilliant way to give your audience something you already know was a hit.


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Internet Marketing Dubai is the leading Digital Marketing Company in Dubai. Our Digital Marketing team has an expert panel who put all their effort to make your company at the top. We are the best Internet Marketing Company in Dubai. We also provide  Search Engine Optimization (SEO), Social Media Marketing (SMM), Pay Per Click (PPC) Advertising, Facebook – Instagram Marketing, and E-Commerce Marketing Solutions.

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