Video Marketing

Video AdWords in 3 Easy Steps

Shawn 01.15.2014

Google AdwordsAccording to Forrester Research, websites with video are 50 times more likely to appear organically on the front page of Google search results than pages without video. It’s obvious that video drives organic SEO, but what about paid help? What happens when you combine video Adwords with your existing SEO strategy?

A lot, actually.

Watch GoPro’s case study of how integrating video was right for them:

Let’s look at the 3 video ad types to see what each offers.

1) In-Stream

These are the pre-roll ads on YouTube that you skip after five seconds. Luckily, thanks to Trueview, advertisers don’t pay for skipped ads.

In-Stream advertising is tricky, but valuable. Success with this platform depends on laser-focused keyword targeting. A smaller, relevant audience that will not only watch your ad, but actually click on it is the goal. Keep it tight to maximize ROI. The cherry on top of this ad type is that clicks on your ad go straight to your websitenot to YouTube.

2) In-Search

This is where integrating video helps your ads stand out from text-based competitors – even if your bid is lower. The relevance of your video will make it appear more often alongside search results, but keyword targeting (as always) is essential. Keep your words on point, choose a relevant video thumbnail, and make your CTA text as compelling as possible, because the clicks on the video thumbnail send user to YouTube, while clicks on the CTA text take them directly to your website. Regular PPC rates apply.

3) In-Display

This last offering is a hybrid of Search and Stream. In-Display places ads alongside YouTube content just like In-Search ads, and the PPC structure is the same, but the content and thumbnail will only be viewed on YouTube – just like In-Streaming ads. Visibility is still high though, considering YouTube is the #2 search online engine, and association with the right video content – like a relevant Ted Talk – can create a lot of authority for your brand or product.

Integrating video into your ads is simple – just upload your video to YouTube then follow the steps on Google’s Display Ads Builder – and the broad reach of YouTube make them a perfect compliment for an already successful AdWords campaign. Just make sure to use the option that best suits your product, and optimize your CTA and keyword search to get the most bang for your buck. Happy keyword hunting!


Born in Southern California, Shawn grew up surfing, eating In-N-Out, and growing his hair long. After graduating with a Liberal Arts degree from CSU Long Beach in 2005 he left the crowded freeways behind and spent the better part of a decade traveling the world living for stretches in Rome, Hawaii, Australia, New Zealand, and Brooklyn. He writes novels as well as copy, loves learning keyboard shortcuts, and plays his grandpa’s old lap steel guitar. You can hear his band at

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