Post on 23-Jan-2018
transcript
HOW TO CREATE
VIDEO ADS IN
GOOGLE ADWORDS
PRESENTED BY
TANUJA T. TALEKAR
THIS IS A VIDEO AD EXAMPLE
TO CREATE VIDEO ADS WE NEED A CPV (COST PER VIEW)
BID STRATEGY
WHAT IS COST-PER-VIEW(CPV
) BIDDING?
Cost-per-view (CPV) bidding is the default way to set the amount you'll pay for your TrueView video ads (when
created with AdWords).
With CPV bidding, you'll pay for video views and other
video interactions (such as clicks on the call-to-action
overlays, cards, and companion banners),
whichever comes first.
•To set a CPV bid, you enter the highest amount you want to pay per view while setting up your ad group in a TrueViewvideo campaign.
•Your bid is called your maximum CPV bid, or simply "max. CPV." This bid applies to all ads in an ad group.
How It Works ?
Example
If you think it's worth 25 cents to have
someone watch your video, you can set
US$0.25 as your max CPV bid. This means:
For a TrueView in-stream video ad, you'll pay a maximum of US$0.25 when someone
watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or
engages with an interactive element, whichever comes first. Interactive
elements include call-to-action overlays (CTAs), cards, companion banners, and
links to your site or mobile app.
For a TrueView video discovery ad, you'll pay a maximum of
US$0.25 when someone clicks on a video ad thumbnail or title and
begins watching your video.
You can also set a lower bid for your
video discovery ads than for your in-
stream ads.
How To Decide What Max. CPV Bid Amount To Set?
•You can base this amount on the traffic forecasting data that is presented as you select your targeting settings and max CPV when building a new campaign (or managing your ad groups later).
•You can also base this on what you know about your business and the value of a view.
What You're Charged ?
Your max. CPV bid is the most you'll be charged for
a video view, but you won't always be charged this
maximum amount. Wherever possible, we'll try to charge you only
what's necessary for your ad to appear on the page.
The final amount you actually pay for a view is
called the actual CPV.
Actual CPV is often less than max CPV because
with the AdWords auction, you pay no more
than what's needed to rank higher than the
advertiser immediately below you.
Two elements affect the actual CPV you
pay:
Quality Score: Your Quality Score is a measure of how relevant your ad is
to a customer, and includes multiple
performance factors like view rates.
Ad Rank: Once your Quality Score is
determined, it's multiplied by your max CPV bid to
rank your ads among other advertisers. That's called
Ad Rank.
Once all ads have been ranked, the actual CPV for
your ad is based on an equation that considers the ad rank of the bidder below
you and your Quality Score.
The highest ranked ad wins, and the cost for a
video view of this ad (the Actual CPV) will be just above the CPV bid of the next ranking
ad.
Search theSearch the
Example
Let's say your max. CPV is $5.00, and there are two other advertisers in the auction with you with the same Quality Score. One bids a max. CPV of $1.00, and another bids a max. CPV of $3.00. Since there are no other competitors bidding more than $5.00, you're the top bidder. However, we're not going to charge you $5.00 if your closest competition is only bidding $3.00. We'll charge you $3.01. $3.01 is your actual CPV.
How CPV
Affects Your Ad Rank ?
The max. CPV bid you set helps determine your ad's chances of
winning the auction and appearing to viewers. For TrueView video
discovery ads running on YouTube search results, it can also affect your ad’s position among other ads on the
search results page.
A higher max. CPV will increase your ad's chances of appearing, and
increase your ad's chances of appearing in a higher position
compared to other ads, if applicable.
I have already shown how to create a search only network CPC bid
campaign .You can check it out here https://www.slideshare.net/TanujaTa
lekar/how-to-set-up-campaign-in-google-adwords-by-tanuja-talekar
NOW LET’S CREATE A VIDEO AD IN GOOGLE ADWORDS WITH
CPV BID.
STEP 1 : SIGN INTO YOUR GOOGLE ADWORDS ACCOUNT AND CLICK
CREATE A NEW CAMPAIGN AND SELECT VIDEO FROM THERE
FILL IN THE DETAILS
CHOOSE LOCATION
CLICK
ENTER AD GROUP NAME AND VIDEO URL THAT YOU WANT.
HERE YOU WILL SEE THE
PREVIEW OF YOUR AD ONCE YOU
GIVE THE VIDEO URL FROM
YOUTUBE
YOU CAN CLICK ON EACH AD FORMAT TO SEE WHAT IT MEANS.WE
WILL SELECT VIDEO DISCOVERY AD FROMAT FOR NOW.
GIVE SOME
KEYWORD
FILL
DESCRIPTIO
N
GOOGLE SUGGEST
YOU THE BID .YOU
CAN ENTER THAT BID
ENTER THE MAXIMUM CPV SUGGESTED BY
NEXT YOU WILL BE ASKED IF YOU WANT TO LINK THE SPECIFIC CHANNEL ON
YOUTUBE.CLICK ON FINISH.
TO VIEW YOUR VIDEO AD CAMPAIGN.CLICK ON THE CAMPAIGNS TAB
SELECT THE NAME OF THE VIDEO CAMPAIGN THAT YOU CREATED
YOU CAN SEE A VIDEO
SYMBOL APPEARING
BECAUSE IT IS A VIDEO
CAMPAIGN
ON CLICKING THE VIDEO CAMPAIGN NAME YOU WILL TAKEN TO AD GROUP THAT YOU
CREATED FOR IT.CLICK ON THAT AD GROUP NAME
THEN YOU WILL BE ABLE TO SEE THE AD THAT YOU CREATED AND THE STATUS OF THAT AD.IT
TAKES APPROXIMATELY ONE DAY FOR YOUR ADS TO GET APPROVED.
THANK
YOUPRESENTED BY
TANUJA T. TALEKAR