Video on adwords or adwords using images in Gmail, etc… Google has been testing various search engine advertising ad copy formats under the ]]> Video on adwords or adwords using images in Gmail, etc… Google has been testing various search engine advertising ad copy formats under the AdWords New Ad Formats Initiative.

Now, Google Adwords is set to launch on the world second largest search engine and largest video sharing platform – YouTube. The model will be an auction-based platform for online video ad campaigns. It will replace the already established ‘Promoted Videos’ section on YouTube.

How will it work?

• the video ad serving platform is built on the adwords platform and will serve ads with the same pipeline, just serving videos first.
• Advertisers can create a ‘video views’ based campaign – vs. impressions – using a suite of four ‘TureView’ video ads. TrueView in search and TrueView in display.
  • click-to-play running model

• YouTube also added in-slate and in-stream
  • The in-stream option does not require advertisers to pay for the ad unless the viewer watches more than 30 seconds before skipping through

• The AdWords video platform allows advertisers:
  • to set budgets,
  • to monitor impressions, views, average cost per views, total costs, and Web site clicks

• Just like the keyword based adwords, Adwords videos allows advertisers:
  • to enter a headline, description and thumbnails, display URLs, destinations and more
  • to preview videos
  • to target audience better
  • to set bids for each of the four formats
  • to search & set target keywords
  • to set a call to action overlay
    • the overlay appears as a display ad over the TrueView in-search and in-display videos that play on YouTube
  • to review and report on their campaigns performances via their adwords analytics dashboard
    • videos views
    • how long the audience watched the video
    • what action was taken watching the video
    • view through rate for campaign split testing

YouTube product manager, Lane Shackleton says: ” Buying video has traditionally been a difficult process, especially within AdWords. We made it so advertisers can link YouTube accounts. It allows advertisers to populate the list specific to the brand.”

See the official clicking the link -  AdWords for video (beta)

Related articles:

1. Video Google Adwords: Exciting Times Ahead!
2. Google AdWords Express
3. AdWords Goes Graphic In Gmail

In January 2010, YouTube was the second most used search engine in the United States – a single statistic that demonstrates just how popular the medium has become. Video is used by a wide range of people for numerous different [...]]]> In January 2010, YouTube was the second most used search engine in the United States – a single statistic that demonstrates just how popular the medium has become. Video is used by a wide range of people for numerous different reasons and it offers huge opportunities for marketers to reach their target audience.

However, as with any form of search marketing, videos need to be optimised to ensure relevant users will find them in amongst the millions of videos posted daily.

Andy Atkins-Krüger discusses video as an international tool in the Multinational Search column on SearchEngineLand but here are a few key ways of optimising your video for an international audience.

1. Subtitles

With little time and effort, a video can be subtitled in multiple languages making it comprehensible by users of that language, as well as enabling it to be indexed by search engines.

2. Dubbing and translating voice overs

This is quite tricky when dubbing videos where somebody is speaking – as it is impossible to synchronise the audio with the movement on screen – which is likely to put many users off watching. There are ways round this, however, by using alternative images or adding in powerpoint slides to substitute the “talking heads”.

However, it is much easier to do when the video has been filmed with intention of being internationalised, as only images and shots which are suitable for dubbing will be included.

3. Demonstrations

Sometimes audio can be unnecessary on a video, if the message can be presented visually – such as product demonstrations. When this is the case, all your efforts can go into the transcription accompanying the video.  This can be written in using the relevant keywords for each target language – improving the user experience by explaining the video, as well as increasing its visibility in search engines.

International Video Optimisation is a key feature on the International Search Summit agenda on May 13th at The Barbican in London. Speaking on the topic will be Bruce Daisley, Head of YouTube in UK and Greg Jarboe, author of YouTube and Video Marketing: An Hour a Day. Alongside Andy, they will aim to  make the world of video more accessible and offer practical and actionable advice which can be applied to any multilingual campaign. Bookings made before 23rd April, will receive a complimentary copy of Greg’s book.

Related articles:

1. Video, Links and Google Korea at the International Search Summit
2. YouTube shares tips for global video marketing at International Search Summit
3. Leveraging Global Content To Drive Success In International Search