How to perform CPR (Contextual + Pre-Roll) Video Branding to revive and grow your business
The changes Google made in 2017 to its AdWords platform to allow marketers to leverage Search History against video creative is not only a game changer, but it is a sneaky strategy to take advantage of underpriced attention. Why pay $2 per click for a popular keyword when you can get the same search term with Pre-Roll video as for .06 cents?
How to Perform CPR (Contextual + Pre-Roll) Video Branding to Revive and Grow Your Business
Good afternoon, I’m Michael Winn, Chief Digital Officer of Digital Opps a division of RB Oppenheim Associates. Glad you guys could join in with me today.Today we are going to talk about how to perform CPR Video Branding to revive and grow your business. So what is CPR Video Branding? Essentially it’s combining contextual video content and leveraging pre-roll video content on YouTube.
So in 2017, Google provided a new option for its advertisers on the Google ads platform. This change really brought about the ability for marketers to target video content based on users’ text base Google search. So in other words, if I’m searching for an accounting or bookkeeper for my business on Google in a search bar, now as advertisers after 2017, I can then target those same users on YouTube and display content in really three different formats. And we’ll go into those in just a minute and talk about the different types of video ads and how they play out. The thing that’s really interesting, one of the biggest things that businesses need to be aware of right now in 2019 and looking forward to 2020, is where can you find underpriced attention? Where is the market underpriced attention? It’s no different than if you were in real estate and you recognize that there were some undervalued property, you would want to purchase that if you knew for sure that property was going to appreciate in value. Pre-roll video is definitely that case.
The data already indicates that end in video pre-roll it is based on a paper click type of structure because the video ad that I’m looking at there is a call to action of which I’m going to click on while I’m watching that video. So I’m going to click on it and it’s going to take me somewhere so thus the pay-per-click, PPC strategy. What the difference is that many of the keywords that you would pay a $1 up to $2 maybe $3 for that click because it’s a very saturated and competitive keyword well with Google pre-roll ads you’re paying $0.06, $0.07, $0.08 per click. Guy that is huge. We all know that Youtube is the number two most popular search engine besides Big Brother, Google search, which is the text based search platform that you would use from your browser or mobile device. So if I can pay $0.06 a click versus $2 a click that makes my marketing dollar spend like a $10 bill. That is incredible return on investment. If I can make $0.06 perform like two bucks when it comes to a cost-per-click. So let’s dive right into what are the three types of ad.
So number one, you have trueview ads. Which are basically ads that you’re billed once a person has watched at least 30 seconds of your video content that’s available. Now within trueview ads, there are two segments within that group. The first segment is video discovery ads and those types of ads are let’s say you go to YouTube, you go up to the search bar and you type in “how to operate QuickBooks Online”. Where I’m looking for a video and I’m specifically in the YouTube channel and so the results to come up, the those ads would be called video discovery ads. And those would come up with a little thumbnail and the description and the title, you would click on it and then you would actually be able to go watch that video. The second type of trueview ads is the instream ads. Instream ads play before the user-selected video actually plays and it offers a custom call to action and a text overlay. Again the instream ad plays before the video content so it’s not necessarily going to show up in the search and now you could run that video discovery and also run a second ad campaign for instream.
Now that’s the first one trueview ads, the second type is pre-roll. This is the one where we get really excited about. The thing that’s exciting about pre-roll is that it’s instream, it’s already part of the video but depending on the length of the video, it can come in pre -before the video rolls, in the middle of that video segments, or at the end. So the beginning of the beginning, your ad pop up in the middle, or it could be shown at the end. Format is important and you’re only allowed 15 to 20 seconds of video content in pre-roll. So you have to really be concise, your messaging needs to be crystal clear, your call the action needs to be compelling, and absolutely have the viewer zero in exactly on what it is you need to create or let them know there’s a problem, you’ve got a solution, and click here to find out. You can set this up to run based on previous Google search history and then have this content show up as the video, either pre-roll, middle of the video, or at the end.
The third one is called bumpers and bumpers are six second videos. Guys, you have to really go BOOM straight for the punch. Exactly what it is, “hey are you struggling to lose weight? Take this pill, drink this drink, click here”, that would be an example of 6 seconds get straight to the point. So that really is the third type of video ads.
If you break down trueview ads vs pre-rolled vs bumpers and I think what we’re seeing is, you guys have probably seen it. You pull up YouTube and put a search in there and before your video plays, you see and ad. I see an ad for monday.com always. Obviously, I do a lot of projects stuff and so it makes sense that they would try to target me as an agency with a service-based business, project management would be a smart tool and a smart ad show me. I skip that a lot. With pre-roll, guess what guys? In case I forgot to mention it, pre-roll ads are non-skippable, they have to be played. So that is another thing and I think it’s a war because I feel like you see lots of YouTube videos, whether instructional, keynotes, and different types of content and YouTube is really trying to push their premium service. They’re like “hey you want to try a 14-day trial no ads” and what do people do? Skip. Because it’s been free for so long. Will people begin to pay for that? Yeah absolutely, they will. But for now pre-roll is absolutely underpriced. Why pay to $1 to dollars per click in Google search when you can go YouTube pre-roll video and really leverage that underpriced attention at six, seven, eight cents per click? If you want to revive and grow your business and really expand your reach, right now going contextual and pre-roll video branding on YouTube through its new trueview, pre-roll, and bumper at capabilities is a smart play for businesses.
Guys, thank you so much for joining today! I hope you guys saw that helpful, again my name is Michael Winn I am the Chief Digital Officer at Digital Opps a division of RB Oppenheim Associates. Catch you guys tomorrow!