How to Use Video Content Effectively in PPC Campaigns

If 2023 has taught us anything, it’s that video has become an indispensable part of modern digital marketing campaigns. With digital transformation at the heart of how consumers digest information and communicate with brands, companies now must leverage eye-catching video content to stand out in a competitive marketplace. Video advertising – or PPC video content – enables brands across industries to captivate audiences and provide an immediately engaging experience for their target customers. In turn, video ads, when delivered strategically, can drive conversions exponentially more than static image or text ads. Video adds a level of dynamism not seen in standard PPC ads, and while the latter is not to be dismissed as a viable form of advertising, using the right type of video content stands to make your PPC efforts even more fruitful. Many business owners and marketers just need that initial hint of inspiration to help them tell compelling stories through video in a PPC setting. But fear not, this guide will explore video marketing strategies to help you incorporate engaging, purposeful, and dynamic creative into your PPC campaigns for maximum impact.

The Power of Video PPC

Firstly, let’s establish why video content should be at the heart of your PPC advertising campaigns.

PPC video ads have a click-through rate that far exceeds standard display or search ads. Viewers are more likely to pay attention and engage with moving visual content.
Video captures viewers’ attention straight away and is statistically more likely to hold it throughout, rather than text or images which have higher bounce rates.
Customers tend to prefer learning about products or services through explainer videos or interactive video content, as opposed to text. These types of videos speak to viewers in a more natural, organic way.
Video ads – played to completion – have higher conversion rates on average than ads which viewers exited prematurely.
Brands using video ads through Google Ads and Microsoft Advertising often see improved site traffic from clicks compared to those brands that don’t use video.

Video PPC Example

One of our clients, James Latham, undertook a brand awareness and consideration campaign for their product Decospan with us.

After curating impactful video content, through careful analysis, our digital marketers were able to create highly targeted video remarketing lists. These were used to create further lead generation campaigns with specific prospects in mind. Not only that, but video retargeting audiences were segmented down by their intent, defining specific segments for viewers who had consumed 25%, 50%, 75% and 90% of a short video. Out of these specific audience segments, further impactful videos could be created to push viewers further along the sales journey. It just shows how granular audience data can be and how continual adjustment and refinement is key for helping target specific viewers and delivering creative that matters. Again, here at Ginger Digital, we are not in any way shunning static and text PPC ads – these still convert very well. However, we know first-hand that video ads can give your PPC marketing campaigns that vital nudge that they need to drive customers further down the sales funnel towards converting.

Video Formats to Consider for PPC Ads

Creating unique video content doesn’t happen overnight and requires methodical planning and goal setting. If you want your video ad campaigns to be successful, it comes down to aligning the right type of video and your short- and long-term digital marketing goals. It also requires careful consideration about your target audience and what their pressing pain points are. These video types make good PPC material, as a guide:

Animation videos: Short and engaging motion graphics and kinetic text videos work well for succinctly explaining products and services and telling brand stories.
Whiteboard videos: Similarly, to animated videos, whiteboard animations explain complex issues and services in an easy-to-understand and compelling way, which is handy for companies in the tech space.
Product explainer videos: These “how-to” style videos educate audiences on using your product, highlighting features and benefits through demonstrations.
Case study videos: What better way to tell a success story than in a short, concise video case study? Sometimes viewers need a real-world example of how a product or service has worked, straight from somebody else’s mouth.
Interactive videos: Videos with embedded polls, quizzes, pop-ups, and other clickable elements prompt active participation from viewers. It allows them to dictate the pace of digesting content and formulating opinions.
Live conferences: Recording and repurposing video footage from conferences or expos makes for great thought leadership content.

However, these are just a handful of the types of PPC video content you can consider. The format you choose should suit your chosen advertising platform, whether that’s YouTube or social media sites like Facebook, LinkedIn or TikTok. Be mindful of the different audiences that sit in these platforms, as their expectations will differ. Define your video marketing strategy and goals first, and then direct the relevant creative to match your audience and platform.

Creating Compelling Video Content

Beyond the video formats lie the ingredients for effectively captivating your viewers. Whether you’re catering to a B2C or B2B audience, there are specific aspects to consider. What are your audience’s expectations? What problems do they have? Why might your video serve a purpose to them? What do you want them to do after watching your video content? It’s likely that these questions will prompt lengthy discussions among marketing teams to formulate the right strategy and content. However, the following video best practices remain constant:

Grab your audience’s attention at once. Address their pain points and clearly convey your solution without causing any confusion.

Use striking visuals and minimal text. Keep any convoluted or complex text to a minimum or drop it completely.

Speak to your audience’s motivations and needs directly, and don’t tell them what to think.

Ensure your video messaging aligns with each viewer with careful consideration for their buyer journey stage. Don’t tell viewers new to your brand what an earlier customer would know, and vice versa.

Implement clear calls to action (CTAs) so viewers immediately know what you want them to do next, whether it’s clicking a link, subscribing, or commenting.

Remarket your video ads to previous site visitors. These will help remind them of your brand and nudge them towards converting.

Remember, video content is there to open conversations and move prospects towards converting and becoming customers.

A/B Test and Analyse Performance

How can you be 100% sure your video content is going to work? The truth is, there’s no definitive way to be sure, particularly if you’re new to video PPC. This is why you should methodically A/B test different video creatives to see what resonates best per audience segment. Consider your audience’s stage in the sales funnel and tailor messaging accordingly in diverse types of video, and on different channels to see if engagement, clicks, and conversions improve. The fundamental thing is to look at your data carefully – analyse metrics like click-through rates, cost per conversion (CPC), and others, to benchmark and optimise your video campaign performance. You may not see success immediately, but with dedicated PPC campaign support and granular data at the helm, you’ll be clearer on what’s working and what isn’t.

Video Ad Targeting and Placement

Another final aspect to consider is where your audiences are most active in the digital space. Your video ad placement relies heavily on where most of your target customers are going to be active. Consider which platform(s) is best for you to deliver targeted PPC video content to the most amount of likely prospective customers. Remember that each platform has benefits and drawbacks as far as competitiveness, user experience, and targeting and analytics capabilities go. We’d strongly recommend against advertising on as many platforms as possible, as this will dilute your campaign efforts and waste valuable marketing budget. Consider choosing one or two platforms to begin with, optimising accordingly, and refining your strategy from there.

Stay Ahead of the Curve

As digital purchasing behaviours continue to evolve, brands that remain adaptable and knowledgeable of their audience will undoubtedly stand out from the crowd. It’s clear to see how video content can be an asset to your PPC efforts. But if you still need help on getting started, why not consult the video advertising experts at Ginger Digital for a free, no-obligation call to discuss how omnichannel PPC campaigns (supported by bespoke videos) can drive better engagement and conversions for your business? Schedule a free video marketing review call with us today.