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. We have a process that can be summarized as follows: select a still image (frame) from the underlying video, then develop ad copy around that video based upon the classic creative process.
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. So this is done after we have a solid handle on the competitive positioning and targeting.