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Video ad sequences. Do you know what it is?

By No Comments5 min read
Gif: Sequence of video ads on YouTube

Have you ever thought about telling a story to potential customers through a sequence of video ads, generating greater interest and engagement? Well, with the new Google Ads video campaign feature, it's possible!

Through a series of videos shown in a desired order, you can tell the story of your brand, the stages in the development of a product, the social impact of your company in a particular region or make calls for the event you are organizing. The possibilities are immense!

But how does this type of ad work?

Very simple! First of all, you need to have a set of videos that have a logical sequence and are published on your YouTube channel. Then you need to create a video campaign in Google Ads by selecting the "Ad Sequence" option, in which the links to the videos will be inserted in order.

Video campaign in Google Ads by selecting the "Ad sequence" option, in which the video links will be inserted in order.

Once configured, users will be impacted by these ads in the desired order.

For example, let's say you want to tell a story divided into 4 parts. On a given access, the user is impacted by the first video. A while later, when they access YouTube again, the second video is shown and so on until the last video, thus ending the journey.

As mentioned, the great advantage of sequential ads is that they generate greater user engagement, since a well-told story or sequence of information will arouse greater interest in viewing and possibly interacting with the ad. In addition, it will increase the user's recall of the brand, product, service or event.

It should be noted that a given user will only receive the second video after having been impacted by the first, and so on, regardless of whether or not they have interacted with the ad. In order to determine whether a user is eligible to receive the next video in the sequence, Google uses the "impression" count as a parameter, i.e. if the "impression" of video 1 has been counted for user "x", they will be eligible to receive video 2 in another access.

Another interesting point is that the platform considers cross-access on different devices, so the user can receive one video when accessing YouTube on a smartphone, the second when accessing it on a computer, the third when accessing it on a tablet, etc.

What configurations are possible?

This type of campaign allows advertisers to configure their target audience, bidding strategy and type of ad in different ways.

As far as bidding strategies are concerned, you can choose between:

  • Maximum CPV (maximum cost per view)
  • Maximum CPM (maximum cost per thousand views)
  • Desired CPM (desired cost per thousand views)

 

In terms of ad types, you can use:

  • TrueView in-stream ads: ads shown before or during the video the user is watching, which can be "skipped")
  • Bumper ads: ads of a maximum of 6 seconds, displayed before or during the video the user is viewing, and cannot be "skipped"
  • Combination of TrueView in-stream and Bumper ads

At this point it should be noted that the bidding strategy selected will determine the possibilities in terms of the type of ad to be used. As shown in the following table:

Bidding strategy table

Finally, it is possible to segment the campaign for specific audiences and demographics (gender, age, parental status and income level), but it is not possible to segment by channel, keywords or topics when using the sequential video strategy.

And how do I evaluate my ad campaigns in sequence?

When they are created, the Google Ads platform provides a specific report for this type of campaign. The metrics displayed are the same as for other types of ad. The difference lies in the fact that they are divided between each of the videos, making it possible to evaluate them individually and together, as in the following image.

sequential ad campaigns

So? What did you think of the sequence of ads?

Tell your story to the world. =D

Sources:
Google Ads Help: About the video ad sequence.
Clicks. Sponsored Links: All about the Google Ads Video Ad Sequence.

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