When we develop video campaign ads it requires an extra level of effort, creativity, and attention to detail as compared to the process for developing text ads.
Because video ads are advertisements versus direct marketing, the performance of video campaigns is even more dependent upon the ads themselves than text-based search campaigns. So we’ve tested different creative approaches to invent, improve, test, and optimize display ads.
Video ads are based upon an attention-getting image (frame) from a video, that also creates a mood and tone for the ad. They key to selecting a suitable frame is to know your audience.So this step is taken after we have completed competitive positioning analysis and targeting.
Our process to select a still image, video, and ad copy is based upon the classic creative process, adapted into a digital advertising workflow.
The quality of video ad copy is crucial to the performance of the campaign. So we’ve experimented with and tested a number of methods for creating, improving, and optimizing ad copy. The workflow continue to use and improve in 2021 is illustrated in the diagram.
The video ad extensions which accompany ads are also a crucial element of display campaigns. They carry the advertiser’s initial “elevator speech” where the initial “magic moment” of engagement occurs – or not.
Many video campaigns are launched with “average” ad copy, limiting performance. But there are good reasons for this: there’s more to good ad copy than you might think. Sometimes advertisers “get lucky” by just plugging in what comes to mind. But more frequently, good ads take some concentrated effort to create, measure, and assess.
Although ad copy might appear to be difficult to gauge, an ad’s performance can be measured numerically using web analytics. So arriving at great-performing ad copy can become a systematic process.
We’ve developed “ad development workflows” not only for display campaigns, but for the other three types of digital advertising campaigns as well: search, video, and shopping.