Need Help? Talk to Our Experts
Video advertising. Nearly every brand wants to test it, but nearly every brand struggles to create compelling video assets.
“We don’t have anyone on our team that can create video.”
“We don’t have the budget to hire a creative agency.”
“Our creative team doesn’t have time or the expertise to create the videos we need.”
“There are too many legal hoops to jump over to get video approved.”
When Google announced in April that Video Builder is now publicly available to all advertisers, this removed the most common barrier brands had been facing. Advertisers now only need display creative to generate videos. Yes, you read that correctly; display, not even raw video.
In addition to Google’s help page, there are plenty of “how to” videos and blogs already on the interwebs. What you will take away from this blog is how to EFFECTIVELY USE video builder to create compelling video ads. If you won’t be using video builder, all of the creative tips still apply to whatever video creation method you use.
Due to many variables from business to business, industry to industry, I will provide you with the framework; it’s up to you to create, test, and iterate. Before we dive into the framework and best practices, there are a few requirements:
Getting started with Video Builder is straightforward. Once you select from one of the 13 templates, you can begin uploading your images and selecting your brand colors.
Make sure your images do NOT contain text overlays (supers). Once your images are loaded, you will then be able to customize your supers and CTAs:
Uploading images and adding your supers and CTAs is simple, but it will take at least several attempts to fine-tune image order, copy, and finding music that matches the tone and message of your video.
The last step is the most fun and most challenging to get right. YouTube has a large Music library to choose from, but you may have to play 20+ songs before you find one that matches the tone of your video. As previously mentioned, testing different music is a simple, yet effective way to A/B test.
Objective: Increase Consideration
Objective: Purchase intent
Now that we’ve walked through the process and creative tips, let’s breakdown an example.
I share this example to illustrate how easy it is to create a quality video as long as you have the proper display creative.
Whether you are new to video or have been running campaigns for years, it’s important to note that YouTube advertising (or any platform for that matter) isn’t about how many ads you create or even having the best creative possible (video builder has many limitations); rather, it’s about how your ads work together.
I recognize that many brands are still limited by the display creative at their disposal, but I will leave you with two best practices that apply to any paid/organic video campaign.
Refund Policy|Terms & Condition|Blog|Sitemap