Did you know that there are at least 720,000 hours of fresh video content uploaded on YouTube per day?
That soaring number shows that internet users are attached to videos. Gone are the days when businesses use those bulky, text-heavy paragraphs to give their audiences an idea of what they’re selling. Videos can do it so much better without annoying them.
It makes sense why more than 86% of marketers have jumped into the video marketing bandwagon to take their overall campaigns to a whole new level. But, just like any other marketing strategy, high-converting video marketing campaigns need to be well-prepared and well-thought.
A poor, amateurish video campaign can do more harm than good. it will scare away your potential customers and even hurts your online reputation.
At this point, one burning question would be, “so, how do you create a video marketing campaign that converts?”
In this guide, we’ll show you how to create a solid video marketing campaign from start to end that converts your viewers into paying customers.
Step #1. Define What You Want to Achieve
Every digital marketing strategy needs one specific goal to work. The same goes for your video marketing campaign.
You can’t just produce a bunch of random videos, upload them on the internet, and cross your fingers– hoping that they will do any good, whether building brand awareness or increasing your conversion rate without having any metrics to track.
Defining your goal is the first and most important step in planning a solid video marketing strategy because it will shape every other element in your campaign.
Are you trying to increase brand awareness? Drive more traffic to your website? promote a new product or service? Get more leads and subscribers?
You need to be very clear about what you want to achieve with your video marketing campaign before moving on to the next steps.
Step #2. Find Your Target Audience
Now that you know what you want to achieve, it’s time to identify your target audience.
Your target audience is the group of people who are most likely to be interested in your products or services.
You need to understand their needs, wants, and pain points. Only then can you produce videos that speak directly to them and offer solutions to their problems.
There are a few ways to find your target audience:
- Look at your customer data (if you have any)
- Use social media listening tools
- Conduct market research
Step #3. Come Up With an Intriguing Content Idea
Now that you know who your target audience is, it’s time to start creating engaging video content.
Your video content must be compelling enough to grab your audience’s attention and hold it until the very end.
The most important thing to remember when creating your video marketing campaign is to focus on quality over quantity. It’s better to produce a few great videos than a bunch of mediocre ones.
Here are a few tips for creating engaging video content:
- Keep it short and sweet
- Make it visually appealing
- Tell a story
- Use humor
- Be authentic
Remember that your content quality is crucial. That’s the reason why viewers stay and watch your videos until the end.
Step #4. Bring the Ideas to Life With a Solid Script
You can have the best video content ideas, but if they’re not well-executed, your videos will flop.
That’s why you need to write a solid script before starting to film anything.
A good script is the foundation of any great video. It will make sure that your videos are on point and stay on track. It’s also a great way to ensure that your videos are clear, concise, and easy to understand.
You might think that creating a script means that you have to be a great writer. All those flowery and fancy words are not necessary. As long as it’s not hard-selling your product or service, your script doesn’t have to be award-winning material.
Keep in mind that a salesy and boring script can make even your brilliant ideas sound dull. So make sure to keep it interesting and engaging.
What you need to do is to write a simple, straightforward script that outlines the main points of your video. Once you have the outline, all you need to do is to fill in the blanks with natural dialogues and conversations.
Step #5. Live-Action or Animation?
There are two types of videos many marketers use when it comes to video marketing campaigns; live-action videos and animated videos.
Animated videos are often used in training videos, explainer videos, social videos, or any videos that are quick to create and consume. Meanwhile, live-action videos are used for product videos and customer feedback or testimonials– where human’s expressions and emotions are needed.
Of course, both have their own set of benefits and drawbacks, so it’s important to choose the right one for your campaign.
Here are a few things to consider when choosing the right type of video:
- Your target audience
- Your budget
- The message you want to deliver
- The overall look and feel of your brand
- The level of production value you want to achieve
Step #6. Ready, Action!
Once you’ve decided on the type of video, it’s time to start planning and filming your video.
When you want to go for live-action videos, there are a few things you need to take into consideration:
- The location
- The props and equipment you’ll need
- The people you’ll need to help you with the filming
- The actors or actresses you’ll need to hire (if any)
On the other hand, if you’re going for animated videos, you need to start thinking about the style of animation you want to use.
Do you want to go for traditional hand-drawn animation? Or do you want to create something more modern with computer-generated graphics?
You also need to think about the voice-over. Do you want to hire a professional voice actor? Or are you going to do it yourself?
Step #7. Optimize Your Videos for SEO
It’s a fight for eyeballs out there. This is important because you want your videos to be easily found by your target audience.
No matter how brilliant your content idea is, when none watches the video, what’s the point? This is why optimizing videos for search engines is crucial.
Optimizing here means that you ensure that the videos are more accessible and visible to search engines.
As a result, your videos will rank higher on search engine results pages (SERPs), and more people will be able to watch them.
Here are a few tips for optimizing your video marketing campaign for SEO:
- Use keyword-rich titles and descriptions
- Use transcripts
- Add annotations and closed captions
- Create a video sitemap
- Create a customized thumbnail
Step #8. Promote Your Videos
Creating marketing videos is one thing. Promoting them– making sure that everyone can see it is another. Now that your video is all set and ready to go, it’s time to start promoting it.
No digital platform is created the same. Each one has a different algorithm with different demographics, so it’s important to tailor your marketing strategy for each platform.
For instance, when you create videos tailored for B2B companies, there’s no better place than LinkedIn. Meanwhile, when you create scrappy videos for younger crowds, Tick tack is an ideal platform. In another case, when you want to grow your email list and subscribers, the newsletter is the best way to go.
Step #9. Evaluate and Adjust Your Video Marketing Strategy
Creating and promoting your marketing videos is a half battle. The other half is to track the performance of your videos and see what’s working and what’s not.
The best way to do this is to set up Google Analytics for your website. Many social media also come up with built-in analytics features that allow users to track the performance of their posts.
From there, you can start to see which videos are getting the most views, engagement, and conversions. Those analytics also make it much easier for you to track how many people are watching your videos, where they’re coming from, how long they’re watching, and which parts they’re rewatching. You can then use that data to improve your future marketing videos.
Step #10. Stick to a Schedule
There’s no such thing as an overnight success when it comes to video marketing campaigns. You can’t expect your videos to go viral instantly. Consistency and patience are the keys here.
The best way to keep your audience engaged is by sticking to a schedule and posting new videos regularly. You don’t need to post new videos every day. Once or twice a week should be enough. But make sure that you’re consistent with the release date, so your audience knows when they can expect a new video from you.
When you have a schedule, it would be much easier for you to build an audience base and grow your channel organically. Video series with a specific theme or target audience in mind can be a good idea to maintain engagement.
Creating a successful video marketing campaign is not a one-time thing. It’s an ongoing process that requires planning, effort, and most importantly, constant optimization. By following the handy steps above, you’re well on your way to creating a video marketing strategy that converts.
Din guide till att vinna med Performance Max-kampanjer
The first mention of Performance Max dates back to 2020, but it is still considered the new kid on the block for businesses and marketers alike.
For many business owners, and especially eCommerce store owners, there has always been that search for the Holy Grail to simplify online reklam-. With many options available, it was difficult for many to choose where to start. For those unfamiliar with the Google Ads ecosystem, it became a very expensive lesson, with many chalking it up as an expensive lesson in futility.
Then came a shift in the landscape, with the release of their automated behemoth, Smart Shopping. This new campaign option offered the likes of many amateur shop owners a simplistic way to take their first steps into the online reklam- universe. This made for a simplified process for users to easily showcase all their products, putting most of the decision-making in the hands of Google.
Whilst this provided some relief for many, there were still boundaries. For one, the ability to extract pertinent data to review and assess was one of them, as was providing the opportunity to the inexperienced to expand into the other Google reklam- ecosystem (YouTube, Display, etc.) where their products may flourish. This provided a void for advertisers to expand their reach and required something to fill the gap.
That was until now!
With the announcement that Google is sunsetting the Smart Shopping campaign, the talk moved quickly to how this will be handled. There was the mention of a “one-click” solution to transition across to this new kid on the block, which was music to the ears of those still not familiar with the Google reklam- network. Whilst this may sound like the perfect solution for most, not having that understanding of what you’re working with, could be the difference between the success and failure of your efforts.
This is why I want to equip you with a full understanding of what Performance Max is, and how you can go about implementing the moving parts to set it up for success.
Introducing Performance Max
Performance Max is the latest installment from Google’s war chest of reklam- tools. Unlike other automated options of its predecessors, Performance Max harnesses the power of its advertising ecosystem and enables advertisers to serve their ads across YouTube, Gmail, Discover, Search, Shopping & Display networks from a single campaign.
In their own marketing efforts, Google has made it sound simple to get these new campaign types in place, and in some ways, they have. Simply provide your ad copy, upload inspirational product images, add länkar from your YouTube account, and connect to your Google Merchant Center and you’re only a button click away from unleashing its power. From there, Google’s all-powerful machine learning systems will seek out and find the perfect customer and serve your ads to whichever platform they may be using at the time.
So now, instead of having to create multiple ads and assets for specific channels, you get to “throw it all together” and let Google work its magic, managing its potential to full effect across their advertising landscape.
Performance Max campaigns leverage their automated bidding and targeting technology, creating tailored ads and putting them in front of customers, no matter where they are on the Google Ads network. From the average person, this sounds too good to be true, especially those that are happy to let Google have complete control over their funds.
To help you get the most out of Performance Max, let’s break it down into the many parts that go into making it work.
Anatomy of a Performance Max campaign
Unlike other previous campaign types, such as Search which focus on text-based queries, from this single campaign, you can now show ads to other platforms that include Shopping, Search, YouTube, Display, Local, Gmail and Discovery.
As an automated campaign type, all you need to do is add your assets, select your goal and let Google proceed to do the job by showing your ad to the right person, on the right network, to give you the best possible chance of success. It sounds like the holy grail of advertising and whilst you will see results, having a better understanding of how to put it all together will go a long way to its success.
So where to begin.?
Whilst you’ve read this far, let’s presume that you have a good understanding of the basic campaign settings for creating a Google Ads campaign, including your budget, location, language, etc. As these are generally pre-determined when you plan your campaign and the goals you want to achieve, there are some areas to take into consideration when doing so.
With Performance Max campaigns, you have 2 options with the bidding strategy. Maximize Conversion or Maximize Conversion Value. While there are only these options to choose from, your success is based on choosing the right one. Whichever goal aligns with the outcome you are wanting to achieve, we suggest not putting in any limitations such as a target ROAS or CPA when starting out, and allowing Google to “spread its wings” to jump-start the campaign.
There is one caveat within the settings and that is the Final URL Expansion section. If there is a page on your site that Google believes is more relevant than the landing page you want to direct them to, it will send them there. This does take some control out of your hands, but it is based on your historical conversion data combined with the characteristic profile data it has on users. If there are pages that you specifically do not want to be included, you have that option through the Add the URLs you want to exclude option.
Asset groups can be similarly described as the “new ad groups” of these Google Ad campaigns. Within these asset groups, you have the infrastructure to create themed assets, including imagery, video, shopping products, and text ad copy, that will provide an inventory for Google to showcase across its advertising platform. Keep in mind that if you are not utilizing your own video or YouTube channel, Google will create one as part of the asset group. If this is not an option, you can contact your Google rep to remove the Performance Max campaign from the video network.
Within each asset group, you can manually select which products you want to be served up across the Google Shopping network. These listing groups can be segmented by Category, Brand, Item ID, Condition, Product Type, Channel, and Custom Labels. While there is no right or wrong way to set these up, I suggest breaking them down so they align with your themed Asset Group. For example, you may have an Asset Group for Nike and it would make the most logical sense to only include the range of Nike products, especially if you’re using keywords as an audience signal to find your customers.
For those a little more advanced, you can take advantage of using custom labels to get granular with the products that you want to include, such as top sellers, on-sale items or even by a price point. Aligning your products is a key element here, so ensure you spend time looking at how you want to segment these out in comparison to the audience that you will be targeting.
Creating these signals will guide Google’s machine learning models on the way to better optimize your campaign. One caveat with this is that these campaigns may show ads to audiences outside of these signals if Google’s machine learning indicates that there is a likelihood of attaining a conversion that falls within your goals.
When starting out, it’s always good to have a solid foundation of audience signals in place to get things going. This initial information is going to help your campaign ramp up and optimize performance faster. Whilst having all your products and signals in one group is the simplest way to start, ideally, every audience should get its own asset group and intended audience. These audiences should include:
- All website visitors
- Competitor terms and website
- In-Market with a combination of relevant and “outside-the-box”
- Customer match list or All converters
- Converting keywords
These are not the specific audiences that you’ll be targeting but the characteristics of those audiences Google will use to find the right customer.
*Top tip – If you’re looking to create a large number of asset groups by combining categories and audience signals, Google Ads Editor is going to be your best friend. Whenever you duplicate an asset group from within the Google interface, the Listing Group defaults back to all products and you’ll need to segment it each time. If it is duplicated in the Google Ads editor, it will retain the original segmentation of the products.
All Done, What’s Next?
Not quite but you do need to understand that these new campaigns take time to work through the learning process, gathering all the data from your assets and signals, to achieve the goals you have in place. While this doesn’t mean you won’t see some early wins, and you should, it just means you’ll have to be a little more patient. Generally speaking, this can take up to 5-6 weeks from the time you hit the GO button for new campaigns, which for some can be a nervous period.
Now, this doesn’t necessarily mean you can walk away and let it do “its thing” for the next few weeks. As they say, a champion team will always beat a team of champions, and this is no different when talking about your Google Ads account. Relying on a single campaign, as many did with Smart Shopping, can be fraught with danger. Whilst Performance Max campaigns utilize all of the advertising networks that Google has to offer, you want to ensure that you’re not missing any opportunities.
For starters, a Brand campaign.
I suggest running a branded search campaign alongside to ensure that Performance Max is not taking all the glory in sales and converting the low-hanging fruit of those people looking for your business. Although there is hope that it will eventually become available, you’ll still need to speak to your Google rep about adding your brand name, and its derivations, as negative search terms to Performance Max.
Running a standard shopping campaign can also be beneficial, especially if you have core products that need to be front and center with your audience. There is a lot more control, and data to analyze, which can help with improving the overall account, too. The Performance Max campaign will help with “filling in the gaps”, especially with the additional channels it has to market to.
You should also look to run a Dynamic Remarketing campaign. Unlike the previous Smart Shopping that so many were used to running, the remarketing component was far superior, and a dedicated remarketing campaign will give you far more information to review and make decisions.
We live in a media-rich world, where platforms such as Instagram and TikTok rule. The reason they are the kings, or queens, of the social media world is the use of visual creatives. This is no different when it comes to Performance Max campaigns. Make sure you keep a stock of fresh visual images and videos and implement them into newly created themed asset groups for further testing.
But won’t this reset the learning cycle?
Thankfully, it won’t reset the learning phase for the entire campaign, just the newly created asset group.
Will Performance Max campaigns take traffic/sales from my other campaigns?
The short: it depends. Whilst they are known to “steal” impressions and clicks from other campaigns, there are reasons why. Part of the reason comes down to your ad ranking across all your campaigns. For Search based campaigns, if there is no exact match term in other Search campaigns, then it will be based on the highest ad ranking in your account. When it comes to competing against other YouTube and Discovery campaigns, it’s different again.
To clear up the confusion, here’s a table to give you an idea of which campaign will show:
|Campaign #1||Campaign #2||Campaign entered in the auction|
|Search campaign that matches user query exactly||Prestanda Max||Search Campaign|
|Search campaign that does not match user query exactly||Prestanda Max||Campaign w/ higher ad rank|
|Standard Shopping campaigns||Prestanda Max||Shopping Ads on Search/Shopping: Prestanda MaxShopping Ads on search partners: Prestanda MaxShopping Ads on Gmail & YouTube: Campaign with higher ad rank|
|Display campaigns (with no feed)||Prestanda Max||Campaign w/ higher ad rank|
|Display campaigns (with feed)||Prestanda Max||Dynamic remarketing: Prestanda MaxAll other display ads: Campaign w/ higher ad rank|
|Video campaigns||Prestanda Max||Campaign w/ higher ad rank|
|Discovery campaigns||Prestanda Max||Campaign w/ higher ad rank|
|Local campaigns||Prestanda Max||Campaign w/ higher ad rank|
|ACE campaigns||Prestanda Max||Campaign w/ higher ad rank|
As you can see, getting started with a Performance Max campaign isn’t as difficult as it may seem, and for those that are either new to Google Ads or crossing over from Smart Shopping, that journey has been made simpler.
Whilst the above will get you up and running, there is still much that can be done through review and testing, as well as working on accompanying campaigns to complement the performance of your account.
If you’d like to find out how to get the most out of Google Ads for E-commerce, you can contact me at Digital Darts.
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