Full Potential of Google Video Ads During Your 2023 Admission Campaigns

Photo of author

By Benparker

The success of Snapchat, Tiktok, and other short-video streaming platforms that soon copied their model to drive user engagement can still be seen today. But at the end of the day, these are still social media platforms at their core and have limited user bases.

That doesn’t mean we’re saying that these platforms are bad for marketing your educational institution in any way. Quite the opposite, in fact. But the fact remains that they don’t even come near to the user base of Google. Google’s services have been the go-to for users and digital marketers for years since they launched their search engine in the late 90s, with their Google Ads platform making waves in the 2000s.

Since then, Google Ads has been the first choice for marketers to bring their products to their audiences, to the point where everyone and their uncle is using it. The fierce competition does mean that you’ve got to stand out from your competitors who’re using the same tools as you. Thankfully, a lot of people, especially in the education sector, have still not figured out the optimal way to use Google’s video advertising tools to reach their target audience, which is where we come in.

In this blog, we explore the untapped potential of the various forms of video advertising options Google provides, and also how to use them optimally to target the right audience to drive your 2023 admission campaign.

Table of Contents

  1. Understanding Google Video Ads
  2. Types of Video Ad Formats
  3. Why Google Video Ads Are a Powerful Tool for Higher Education Marketing
  4. How to Create and Optimize Your Video Campaigns
  5. Still Confused? Allow Us to Help You

 

Understanding Google Video Ads

Ever since the launch of Google Ads, there have been constant changes in the platform as Google keeps on innovating and experimenting. Still, many have caught up with the traditional PPC (Pay Per Click) marketing ads that come up on the SERP (Search Engine Results Page), driving the cost of keywords and marketing budgets of businesses overall. In this scenario, video ads can be a wonderful strategy for your college’s marketing campaign, as even any old-school marketing professional will tell you. Videos have the capability to capture audiences’ attention unlike any other format of ads and they can be integrated into your ad campaign to drive admissions too.

Types of Video Ad Formats

  • Skippable in-stream ads: These are video ads that play before, during, or after other videos on YouTube or Google video partners. The viewer can skip the ad after 5 seconds if they’re not interested. You only pay when someone watches at least 30 seconds or engages with your ad (clicking on a call-to-action button).
  • Non-skippable in-stream ads: These are video ads that play before, during, or after other videos on YouTube or Google video partners. The viewer cannot skip the ad. These ads are usually 15 seconds or less. You pay based on impressions (the number of times your ad is shown).
  • In-feed video ads: These are video ads that appear in places where people discover content on YouTube, such as the home page or watch page. The viewer can choose to watch or scroll past the ad. You pay based on impressions.
  • Bumper ads: These are short video ads that play before, during, or after other videos on YouTube or Google video partners. The viewer cannot skip the ad. These ads are 6 seconds or less. You pay based on impressions.
  • Outstream ads: These are mobile-only video ads that appear on websites and apps that partner with Google. The viewer can tap to unmute the ad or scroll past it. You pay based on viewable cost-per-thousand impressions (vCPM), which means you only pay when someone sees your ad for at least two seconds with at least 50% of the ad showing on-screen.
  • Masthead ads: These are large video ads that appear at the top of the YouTube home page on desktop, mobile, and TV screens. They can be either skippable or non-skippable. You pay based on impressions.

These video ads usually either fall under the Discovery campaign or the Video action campaign type.

Why Google Video Ads Are a Powerful Tool for Increasing Admissions

Google video ads offer many benefits for higher education marketing that you want to end in conversion (admissions), such as:

Reach

YouTube is the world’s second-largest search engine and the most popular online video platform, with over 2 billion monthly active users. You can tap into this massive audience and reach potential students who are interested in your field of study, location, or other criteria.

Engagement

Video is one of the most engaging forms of content, as it can capture attention, evoke emotions, and convey complex information in a simple way. Google video ads can help you tell your school’s story, highlight your strengths, and showcase student testimonials in a compelling way.

Performance

Google video ads are designed to drive action, whether it’s visiting your website, filling out a form, calling your admissions office, or watching more videos on your YouTube channel. You can also measure and optimize your video campaigns using Google Ads tools, such as conversion tracking, bidding strategies, AI-powered ad solutions, and more.

How to Create and Optimize Your Video Campaigns

To create a successful Google video campaign, you need to follow these steps:

  • Define your goal: What do you want to achieve with your video campaign? Do you want to increase brand awareness, generate leads, drive conversions, or something else? Your goal will determine which video campaign type will be the most effective.
  • Create your video ad: Once you have your goal in mind, you need to create a video ad that matches it. Your video ad should be clear, concise, and captivating. It should also include a strong call to action that tells viewers what to do next. You can upload your video to YouTube and use Google Ads tools to create and edit your ad.
  • Choose your audience: Who do you want to see your video ad? You can use Google Ads to target your audience based on location, age, gender, interests, keywords, topics, placements, remarketing lists, and more. You can also use custom audiences to reach people who are likely to be interested in your school based on their online behavior.
  • Set your budget: How much do you want to spend on your video campaign? You can set a daily budget and a monthly cap for your campaign. You can also use different bidding strategies to optimize your campaign performance based on your goal.
  • Launch and monitor your campaign: Once you have everything set up, you can launch your campaign and start reaching potential students with your video ad. You can also monitor and analyze your campaign performance using Google Ads reports to see metrics such as impressions, views, view rate, cost-per-view (CPV), conversions, return on ad spend (ROAS), and more.
  • Test and optimize your campaign: To improve your campaign results over time, you should test different variations of your video ad, audience, budgets, and bidding strategy. You can use Google Ads tools such as the experiment, recommendations, and insights pages to run tests and get suggestions for optimization.

Still Confused? Allow Us to Help You

Google video ads are a powerful way to reach more prospective students and increase your enrollment rates for your 2023 admission campaigns. By using different types of video ad formats, you can showcase your university’s unique value proposition, attract leads, and drive conversions. You can also use Google Ads tools to create, measure, and optimize your video campaigns for maximum results.

All this might seem a lil bit overwhelming, and that’s okay. If need help with creating and managing your Google video campaigns, allow us, at one of the best Digital Marketing Agency in Gurgaon, India – Mobisaturn to help you. With a team that has been in higher education marketing for ages, we can take that load of making the correct videos for your target audience our responsibility.

FAQs

  • Who are Google Video Partners?

Google video partners are high-quality websites and mobile apps that you can use to publish your video ads outside of Youtube.

  • What is the average amount of ad spend called?

The average amount of ad spend that you’re willing to incur is called Target CPA (Cost Per Action).

  • How to set up a Target CPA bid strategy?

Before you can set up a Target CPA bid strategy, you’ll need to enable conversion tracking. After that, you can either set up your bidding strategy manually or use Google’s automated Target CPA bidding.

  • What is call-to-action?

Call-to-action (CPA) is the clickable part of your video ad that’ll direct users to your website.

0 Shares
Share via
Copy link