This is the fourth post in a series on creating and analyzing Google AdWords ads. Previously in the series we’ve covered a variety of topics related to AdWords ads:
In today’s post, we’ll be focusing on how to create video ads and mobile ads via Google AdWords.
The first step to creating a video or mobile ad is very similar to the way you would create an image or text ad. Go to the Ads tab and select “Video ad” or “WAP mobile ad” from the “New ad” dropdown menu:
We’ll start with video ads. The first choice you’re presented with is selecting a video ad template:
The templates include:
Here you can leverage YouTube content that’s a fit, or you can upload your video files for the different video ad network formats. As with image ads, the more formats you have ads created for, the more ad slots you can potentially fit your creative into.
You can also make use of Google’s own helpful guides on optimizing your video creative:
AdWords features such as Google’s click-to-call functionality help improve mobile advertising within your AdWords campaigns, but you can also use the AdWords platform to create a specific, mobile-focused ad. These ads are only a tip of the iceberg to Google’s mobile product offerings.
With a text ad, you can create a specific ad for mobile, and target specific carriers:
You can point these ads to a specific mobile landing page if your standard landing page isn’t optimized for mobile. You can also make similar mobile targeting adjustments within the networks and devices settings.
On the mobile image ad side, you can also point your ads to specific mobile landing pages and can exclude mobile carriers.
Additionally, within the Display Ad Builder you can create a specific kind of mobile ad called crossfade images, which allows you to rotate multiple images into a mobile display ad:
This can often be a more engaging and better performing version of a mobile ad.
If you’re looking for some inspiration, we have some video ad ideas in this post. But as with all ads and ad formats, however, the only way to truly tell if an ad is effective is to test and analyze. In our final installment of the Google AdWords ad series, we’ll cover how to analyze Google AdWords ads.
Tom Demers is Co-Founder & Managing Partner at Measured SEM and Cornerstone Content.
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