Google Ads for Beginners: Video

Learn about the types of video ads you can implement through Google for your digital marketing strategy.
min read

When it comes to video ads, the leader of the pack is YouTube. This Google-owned video streaming platform boasts more than more than 2 billion logged-in monthly users, which doesn’t count those who watch without logged since it’s not required to have an account to watch a video. 

As of right now, YouTube is the most commonly used platform in the United States, according to a new Pew Research Center survey on social media used in 2021. If your organization has the budget to create high quality video ads that are interesting and engaging, it’s advantageous to utilize the types of ads the platform offers.

What Are Google Video Ads?

Because video ads are a part of the Google Display Network, ads can be shown across websites and apps that are within the network and running on Google Video Partners in addition to YouTube. In fact, YouTube is the second most popular website in the world and it’s the second largest search engine behind Google, as people are searching frequently for how-to videos within the platform. 

Still on the fence about advertising on the Google Display Network and YouTube? According to Google, 70% of viewers bought from a brand after seeing it on YouTube. That sounds pretty convincing to us.

Google Skillshop

If you want to learn about Google Video Ads and become certified in the subject, you can do so within Google’s Skillshop, a free learning and certification tool provided by Google. Certification lasts for a year before you have to re-certify, and there is a lot of learning material to prepare you for your certification test so you can study at you own pace. However, the certification test is timed. 

Types of Video Ad Formats

Google offers a myriad of ad formats for advertisers, each one quite different from the other, but each serves a purpose depending on what your organization’s needs are. 

Skippable In-Stream Ads

These ads appear before, during or after videos on YouTube and websites/apps running on Google Video Partners. These are ads that can be skipped after 5 seconds of play. This format appears on the following campaign goals:

  • Leads
  • Sales
  • Website traffic
  • Product and brand consideration
  • Brand awareness and reach

Non-Skippable In-Stream Ads

Just like skippable in-stream ads, non-skippable in-stream ads appear before, during and after videos on YouTube and websites/apps running on Google Video Partners. However, these ads cannot be skipped. These ads must be 15 seconds or fewer and can only be used for the campaign goal of brand awareness and reach.

Keep in mind that 65% of people say that they automatically skip online video ads; 76% say they do so habitually, so choosing this format will prevent that, as there’s no skip button. 

Bumper Ads

These ads are very short—6 seconds or less—and consist of a short message. As an advertiser, you have to be incredibly memorable within this time frame because you have so little to work with. Bumper ads play before, during or after a video, and viewers cannot skip them. They appear on YouTube and websites/apps running on Google Video Partners and can only be utilized for brand awareness and reach campaign goals. 

Outstream Ads

If you want to reach more customers, the outstream ad format is for you. This ad starts with the sound off, which viewers can then unmute. These ads are mobile-only and are only available on websites/apps running on Google Video Partners—not on YouTube. There are multiple placements on mobile for this type of ad. They can appear as a banner, in feed, native or interstitial, and can be viewed in both portrait and full screen. This format can only be used for brand awareness and reach campaign goals.

Masthead Ads

This ad format is great if you are running a special promotion or event that is for a limited time but is only available by reservation through a Google sales representative

The Masthead ad is shown in the YouTube home feed on desktop, mobile and TV screens, and each device has different formats within each. 

Video Discovery Ads

These ads appear in the YouTube search results pages, as well as the YouTube mobile homepage. Video discovery ads only show a thumbnail image of your video with a small amount of text, which invites users to click and watch. This ad format can only be used with the product and brand consideration campaign goal.

ACTIVE Can Give Your Video Ads the Boost They Need

ACTIVE’s digital marketing services can get your organization in front of the right audience by utilizing paid ads on Google and social platforms, as well as improve your website’s SEO. Our digital marketing services team can assist you with the creation, implementation and optimization of a digital marketing strategy that’s sure to see a return on investment. Connect with us today to see how ACTIVE can help set up and run your Google ads and more!

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Jessica Harp
Marketing Specialist, B2B
June 28, 2021
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