An introduction to Google Ads Video Ad Sequencing (VAS)

Video Advert Sequencing (VAS) is a latest addition to the Google Adverts video marketing campaign varieties that enables advertisers to, “…inform your product or model story by exhibiting individuals a sequence of movies within the order that you just outline.” However it’s actually much more.

Video Advert Sequencing can be utilized to take your audience on a video journey based mostly upon, to a restricted extent, their conduct. By telling a narrative VAS allows you to drive deeper consciousness, engagement, and consideration.

Examples of Video Sequencing utilization

Let’s say you wish to let individuals learn about “5 key components of your product” and why it makes you higher than the competitors. With VAS, you possibly can successfully be certain that potential prospects see every video, in a set sequence.

We used VAS with one among our shoppers which had one long-form video that was simply too lengthy to seize the brief consideration span of customers on YouTube. So, as an alternative, we cut up the advert into 5 brief vignettes, every with a fast intro and value-prop inside the first 5 seconds (which is the non-skippable size of a video advert) to make sure our message acquired out earlier than a person may skip the total 30-second video. We then arrange a VAS marketing campaign that will present these advertisements, in sequence, in order that customers would see the total story and all the worth that the product may supply.

What’s nice about VAS is which you could transcend a flat sequence and truly differ the content material a person sees, relying on how they work together with every video within the sequence. For instance, let’s say a person skips your first advert, quite than having them proceed by your sequence, you possibly can say, present them an alternate video outdoors of your sequence. In the event that they skip that too, then you definitely drop them fully out of the sequence.

One other potential utilization of Video Advert Sequencing

One other potential utilization of Video Advert Sequencing is rewarding customers for watching your content material or calling out after they skip your movies. You may present movies to customers that skipped your prior movies in sequence, which means you possibly can present them alternate content material akin to alternate worth propositions, drop them out of the sequence, and even straight tackle with the viewers that they skipped your prior video however you continue to actually suppose your product is true for them. Alternatively, if a person views your first video, you possibly can put them right into a sequence with longer-form content material for the second video, successfully creating unique content material that solely these viewers get to see.

Issues it’s essential to know

The settings enable so that you can dictate what content material a person sees after they see an advert (impression) with out watching, seen an advert (watch the total video if shorter than 30-seconds or a minimum of 30-seconds if the video is longer), or skipped an advert.

What you find yourself with is a circulate like this

Video Ad Sequencing example on YouTube

 

If you’re trying to check out video advert sequencing hold this in thoughts – you’re restricted to focus on CPM or Most CPV bidding and you can not goal by content material.

This implies no particular placements, subjects, or key phrases (you possibly can exclude them although). You may actually solely goal them by demographics and goal audiences. YouTube doesn’t presently enable customized affinity or customized intent audiences so you’re caught with life occasions or In-Market Audiences. Google recommends testing sequencing alongside model elevate research, which mainly means: “This marketing campaign can spend loads in case you let it.”

Out there bid methods

  • Goal CPM (Really helpful by Google)
    • With Goal CPM, we optimize bids to point out your whole sequence marketing campaign to your viewers, which can assist you get a better sequence completion fee.
  • Most CPV

Advert codecs embody the next

  •  Skippable in-stream advertisements
  •  Non-skippable in-stream advertisements
  •  Bumper advertisements
  •  A mix of the above

The bid technique you choose additionally dictates the advert codecs you need to use

Bidding sort                                             Out there codecs

Goal CPM (tCPM)                                  Skippable in-stream advertisements

Non-skippable in-stream advertisements

Bumper advertisements

A mix of the above

Most CPV (CPV)                              Skippable in-stream advertisements

Supply: Google

I might additionally strongly advocate mapping out your sequence before-hand. Each step of a sequence is ready as a brand new advert group within the marketing campaign, so it may well get massive and messy fairly shortly.

It’s additionally good to understand how you wish to cope with the completely different interactions at completely different steps within the sequence. Simply because a person skips one video, doesn’t imply they received’t watch one other and get again into sequence. However equally, if a person skips your video(s), do you actually wish to hold exhibiting them advertisements within the sequence they care nothing about? Possibly at that time, you present them a completely unrelated tried-and-true video after which drop them out of the sequence.

My testing with Video Advert Sequencing thus far has been restricted, however I’m very excited in regards to the alternative to maintain working with a number of of our bigger shoppers on sequencing. It’s a actually highly effective software that Google has proven can develop model consciousness and consideration.

Subsequent, I’ll have a information for organising your first video advert sequence must you nonetheless need assistance.

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