Google is adding a new video experiments feature to Google Ads, with the goal of helping advertisers properly come to grips with how well their video content is performing via the platform.
Statements from Google have actively touted the experiments as easy to set up, and incredibly helpful in terms of establishing impact on Brand Lift, conversions, and CPAs. To be perfectly honest, the tech giant seems very eager towards actively selling its user base on the concept of reliance on these new tools, although that is to be expected of any new product. Already, data and figures have been amassed by Google regarding the use of video experiments.
Studies ran in 2019 and 2020 showed advertisers engaging with experiments reducing their median costs by 30% (as far as lower funnel marketing is concerned), and receiving a 60% boost in ad recall (when geared towards upper funnel marketing). Clearly, much along the lines of YouTube analytics, Google’s new video experiments offer much in the way of testing one’s reach, and the company actively wants its user base to know it.
Examples of potential experiments that can be run by the new feature have also been touched upon, three particular examples amongst them. The supersize text option allows users to examine whether bold text and larger font sizes lead to a more generalized brand recognition. Tighter framing allows advertisers to test whether or not zooming in to focus on specific, important sections of a video leads to more customer consideration. Finally, how does placing the ability to buy products or interact with the advertisements before or after the video ad affect overall engagement can also be tested. Overall, not a bad pool of experiments to begin with.
Naturally, individuals fresh to the advertising game, eager to brandish their startups to the world would wish to test out the capabilities of Ad experiments to its limits. However, patience is a virtue, and there is merit to restraint. Running multiple edits at the same time will only lead to confusion. If ad interaction and engagement starts to dwindle, multiple edits means that its difficult to pinpoint which change it was that led to such a result. Vice versa, if numbers boost up, it would still be difficult to identify which change made the ad stand out, making fine tuning down the line a hassle. The tools are there for users to get creative with, but self-limitation might serve you better.
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Statements from Google have actively touted the experiments as easy to set up, and incredibly helpful in terms of establishing impact on Brand Lift, conversions, and CPAs. To be perfectly honest, the tech giant seems very eager towards actively selling its user base on the concept of reliance on these new tools, although that is to be expected of any new product. Already, data and figures have been amassed by Google regarding the use of video experiments.
Studies ran in 2019 and 2020 showed advertisers engaging with experiments reducing their median costs by 30% (as far as lower funnel marketing is concerned), and receiving a 60% boost in ad recall (when geared towards upper funnel marketing). Clearly, much along the lines of YouTube analytics, Google’s new video experiments offer much in the way of testing one’s reach, and the company actively wants its user base to know it.
Examples of potential experiments that can be run by the new feature have also been touched upon, three particular examples amongst them. The supersize text option allows users to examine whether bold text and larger font sizes lead to a more generalized brand recognition. Tighter framing allows advertisers to test whether or not zooming in to focus on specific, important sections of a video leads to more customer consideration. Finally, how does placing the ability to buy products or interact with the advertisements before or after the video ad affect overall engagement can also be tested. Overall, not a bad pool of experiments to begin with.
Naturally, individuals fresh to the advertising game, eager to brandish their startups to the world would wish to test out the capabilities of Ad experiments to its limits. However, patience is a virtue, and there is merit to restraint. Running multiple edits at the same time will only lead to confusion. If ad interaction and engagement starts to dwindle, multiple edits means that its difficult to pinpoint which change it was that led to such a result. Vice versa, if numbers boost up, it would still be difficult to identify which change made the ad stand out, making fine tuning down the line a hassle. The tools are there for users to get creative with, but self-limitation might serve you better.
Read next: People Use Google, YouTube And Maps for The Best Reviews, Info and Locations During the Pandemic
