Have you ever run a Google video ad campaign? This is one of the most cost-effective ways to build brand awareness and reach new audiences.
If you want to get your content seen by more people more quickly, then a video ad campaign is definitely something to consider including in your tactics.
Now, what was already good just got even better.
Recently, Google Ad Manager announced a new array of tools to save time, manage video streams, and grow revenue from videos.
If you’ve ever had a difficult time gathering insights for video and programmatic ad performance, this update is for you.
And if you have never run a video ad before then this is a good time to start.
In this article, we will cover the recent update details and how marketers can use them to their advantage. So, keep on reading.
What has changed?
The main goal of the update is to help you automatically uncover new opportunities, manage all your video streams with flexibility and ultimately grow your video revenue.
Before, this involved some manual work. Now, Google will simplify the process to automatically uncover new insights.
Google Ad Manager launched four new tools/upgrades, divided into two sections: Programmatic Video Health Tools and Real-Time Video Reporting. Let’s learn more about them and why they matter.
Programmatic Video Health Tools
Save time by highlighting opportunities you may have missed, right when you log into your account. These granular insights can help you determine why some inventory performs better than others at auction.
- Programmatic Video Signals: will show an overview of how your specific video inventory is performing. The signals it reports on include viewability, app or web domain name and audience information. These dimensions make it easier for advertisers to grow revenue by identifying where these metrics can improve. Globally, publishers with high programmatic inventory signal coverage see an average 25% revenue uplift compared to inventory with low programmatic inventory signal coverage.
- Video Ad Serving Template (VAST) errors: uses automation to easily show the amount of errors on your video inventory. It also shows what line items are causing errors. Before, this involved many manual tasks across multiple video-specific reports. Now you can even sort the list of line items to find errors with the highest impact on revenue. By surfacing these actionable error insights early, the VAST error insights card can help you increase revenue by fixing misconfigured settings or broken creatives.
Real-Time Video Reporting
Identify and fix problems faster with new reporting tools. Real-time video reporting for Ad Manager allows you to run a report to quickly see if any ad opportunities for a video event are being lost because of problems with a specific creative, ad unit, or line item.
- Google achieved a 10x improved historical ad serving data availability, according to the company: this improvement shortened the time it takes to access performance data to under 2 minutes.
- YouTube Ads Delivery Tool: can test ad delivery in real-time on YouTube inventory. You’re able to see data such as: ad requests, key-values and details for winning line items. Less down time means more revenue.
Conclusion: automation and data is a recipe for success
The new automated solutions and faster reporting tools give you the time and space to optimize your campaigns and achieve even more with Google video ads campaigns.
That’s what good products will deliver: less manual work and more insights so you can focus on growing your business.
Videos are growing exponentially as a trend for content creators and marketers. TikTok with its short videos experience is one of the top growing social media platforms today. Instagram noticed that and announced 60-second stories in November last year to keep up with the trend and even Google is already working on ways to display short-videos in search results more often.
So, bringing more tools to boost the results with video ad campaigns is in line with current user trends as well as Google’s strategies. And having them available is a great advantage for advertisers.
