Casting Your Net Wide

The importance of not just using search and display, but expanding with video advertising when the assets are available.

Have you ever heard the phrase, “Don’t put all of your eggs in one basket?” Of course you have. Well, that phrase is applicable to many paid search campaigns that are only using search and display. In paid search and internet marketing, it is key to cast your net wide in to an array of advertising mediums to get your message out to the max amount of your audience.

One of the beauties of paid search advertising, a reason that Google makes over $100 million in revenue a day, is that it is easy to target the exact audience that you want seeing your ads. Now, with expansions in the way that you can target that audience, it is key to build your accounts and expand into previously untapped territory for your business.


As a subsidiary of Google, YouTube is a powerhouse. As the second ranked search engine for traffic behind, as well as over 800 million unique users and four billion hours of video viewed each month (, it can be assumed that a portion of your audience is doing research by viewing video content.

That said, Google has helped companies take advantage of that traffic with video advertising. Google Adwords Trueview in its present form was released last year in the adwords interface and has made it easy to set up video assets for advertising, improved targeting and added a metric, cost-per-view (CPV), that focuses on engagement-oriented payment.

When you have the video content to use, building a video campaign is as easy as launching a basic search campaign. Start by setting your particular settings for the new campaign, select the video you want to use from your YouTube account and from there it’s about selecting the type of format you would like your content displayed.

From In-search, In-slate, In-stream & In-display, this wide selection will give you the opportunity to test different formats in order to find the video style that will have the highest rate of conversions.

By targeting keywords for your video ads by topics, demographics and placements, it will help you pinpoint your audience and not waste your limited adspend.

CPV is a great addition to Google’s video advertising as companies will only be charged if a user watches their entire video or up to a specified length. Previously, a company would be charged per impression or simply a click on your video. Advertisers can take advantage of CPV by giving the audience more content to use at their disposal to build up a more efficient call to action.

With the confidence of knowing that the content in your video ads is truly being viewed, this is a key addition for those with valuable video content that are driving traffic towards their brand.

As a paid search advertiser, testing different mediums is key to finding out what is going to give my clients the best CPA (cost-per-action) possible. I do this by segmenting out variables between campaigns and testing new mediums for paid search ads. You can sit in boardrooms and talk with your co-workers till ears begin to fall off, but the only way to find out what works is by testing. Start using the assets that your company has accrued and be willing to take chances with your ad campaigns in order to get data from your tests that will be beneficial to your growth. Doing so will not only allow you to find new opportunities, it will help you expand your presence online and allow your potential customers to finally find you.

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