Google Introduces Video Assets for Responsive Display Ads

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Videos are an essential part of marketing and advertising in the digital age. A 2018 survey found that more than 60 percent of shoppers use online videos to get ideas or inspiration for the items they wish to purchase. To make ad campaigns more effective, Google has added video assets for responsive display ads.

Consumers use a wide range of devices to search for content and watch videos online. Because the sign of the screen affects how people see a thumbnail or video, responsive display ads allow advertisers to choose which preview image or video to show. When using a responsive display ad, advertisers will be able to select up to five videos from their YouTube page to use in the ad.

In a post announcing the updates, Google states, “We built responsive display ads to help you adapt to the increasingly diverse mix of content types and screen sizes. Now you can expand your reach to new inventory and improve performance with sight, sound and motion — all while scaling ad creation, testing, and optimization.”

The updates will also come with new reports that can help marketers fine-tune their advertising campaigns. Google Ads is introducing some customized report options that will help marketers understand which combinations of their responsive ad assets are performing the best.

The reports have separate sections for asset combinations based on the images, text, dynamic feeds, and videos that were selected for the responsive ad campaign. Google recommends that marketers use this data to create new adds. Once marketers know which creative combinations resonate with the target audiences, they should try testing the top performing assets in different types of campaigns.

Another tool that will help marketers and advertisers is the Ad strength score. As the name suggests, the score ranks an ad potential based on factors like the quality of the headlines and more. These ads scores can make it easier for businesses to see positive effects from their ad campaign.

The Ad strength scorecard can alert marketers to common issues that may hurt the effectiveness of a campaign. Google Ads checks that an ad has the optimal number of different headlines, images, and descriptions. The scorecard also has “Next Steps” that can be used to fix the problems that are keeping the Ad strength score from going higher. A good score won’t guarantee a successful campaign, but it will ensure that a campaign is on the best footing to perform well.

Videos are a great way to tell a story about your brand or to let consumers know about the benefits of using your product. Responsive display ads can help more customers notice your video content. So long as the video has a strong opening, it will hold the attention of your audience to the end, and it could influence them to buy your product.

To learn more about recent updates to Google that will affect marketers, read this article on the new product buttons that Google has added to specific search engine results pages.

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