As Google Ads has evolved, video ads have become increasingly important for reaching new customers. The use of YouTube and other short-form video content platforms has risen dramatically in the past decade. YouTube now has more than two billion monthly active users; 60% of users prefer online videos to live TV, and one billion hours of YouTube content are watched daily. According to one study, over 80% of people have purchased a product after seeing it on YouTube, and two-thirds of shoppers cite an online video as a reason why they bought a particular product. With its enormous user base, YouTube presents a golden opportunity for advertisers, and many are already taking advantage.
Why Video Ads Are Essential
Going into the future, video ads are essential to a comprehensive Google Ads strategy. They are crucial to Performance Max and Demand Generation ads. Yet, many businesses (especially smaller businesses) don’t have the time or money to create professional videos. Luckily, Google has created an easy way for anyone to create their own simple but engaging videos.
How to Access the Video Builder Tool
You’ll find the Asset Library under the Tools section in the Google Ads interface.
Exploring Video Templates
This is where you can access the Video Builder tool, which features 6- or 15-second video templates with options for each orientation (horizontal, square, and vertical). Each template is similar to a slideshow; each will allow you to add a logo, upload images, and create text in front of a plain background, but with simple animation. The number of images and text you can add varies by template. For example, the “Sliding Stripes” 15-second template allows you to insert one logo, three images, and features three text boxes (two with a 40-character limit and one with a 22-character limit).
This template is ideal if you have concise, to-the-point business propositions and relevant images. Some templates offer more text or image inputs.
The Video Builder tool offers filters you can use to find the best template for your needs. There is a category for apps, products, and services. For example, the “Sliding Product Snapshots” template is ideal for showcasing multiple products while providing a price or brief description for each one.
One of my favorite templates for more service-based campaigns is the “Origin Story” template. This template offers more text than others, allowing for a clearer explanation of what differentiates your business.
Customizing Your Videos
Other features offered by the templates include editing background colors, adding music, and incorporating voice-overs. A best practice is to edit the background colors to match the brand and select a font that suits your company. There is also a selection of instrumental music to choose from, ranging from calm to upbeat and funky. The music catches the viewers’ attention and makes the video more engaging. The voiceover feature grabs the attention of users who may have YouTube on in the background. Simply input the text you want to be spoken and choose from several preset speakers. You’ll need to adjust the timings to make it work with the slide changes, and be aware that changing the voice will also alter the timings.
The Future of Google Ads Video
Google has recognized that more people than ever watch online videos, and as such, it is prioritizing making video ads simple but effective for advertisers. The Video Builder tool and its templates make it easy for anyone to create videos for their PPC campaigns, regardless of how much money or time you have. Will they be as engaging or creative as a commercial you’d see at the Super Bowl? No, but without any videos, your campaigns will be left behind as online videos become even more prominent on the internet. Using the tips we’ve talked about here, hopefully you can use the Google Ads Video Builder tool to its full potential.
