You may understand that video is important to your SEO, but gauging how yours is doing may feel out of reach for you. One of the inroads into handling your videos’ ad performance on YouTube is by setting Moments in Google Ads that capture online performance related to the specific moments you mark, which leads to an accumulation of data surrounding those Moments and to informative attendant metrics. Once you have a feel for the factors that are working for you – and those that are not – you’ll be well on your way to mastering your video offerings.
1,2 Step
Google likes to make things complicated, or at least that’s how it seems, but when it comes to tightening up your video game, there are only two basic steps that you need to concern yourself with, and they include:
- Choose the Moment or Moments you want to mark. Generally, you’re going for a specific mention of your product or service within the video.
- From the information gleaned, generate insights that guide your efforts.
While this all sounds straightforward enough, each of these steps comes with its own nuanced complications that require a much closer look.
Creating Beautiful Moments
When you’re ready to get down to the business of creating those moments within your video, there are several important steps you’ll need to take.
The Video Tab
Once you are in the Google Ads platform, head to the left – where you will find a list of segments that are available to you (they’ve been there forever, so this isn’t going to be tough). Once you’ve made it this far, you’ll find Videos listed right below Ads & Extensions. From here, dive right into the Analytics tab, which will welcome you to a screen containing relevant information about your video that will help you make your Moment.
Mark the Moment
When taking your video into consideration, you’re looking for information about the level of exposure your product or service and brand are garnering with viewers. The tool that is going to help you with this is Moments, which can pinpoint how often viewers are hearing and/or seeing your online wares and branding, including when your logo and name are embedded in your video. This is why you’re going to head to the right of your video, where Google gently reminds you that you are sadly lacking in Moments, which – for you – is an easy fix. All you have to do is play your video, pick out the product placement shots you are looking for, and hit that bright blue MARK MOMENT button. Pat yourself on the back; you did it!
These Are the Moments of Our Lives
Currently, Google has no preference regarding the moments you choose to mark in your videos, but – Google being Google – this could change. There are, however, some things to keep in mind when you mark yours, including:
- You’ll likely want to mark that Moment when your logo first appears within your ad.
- Capturing your product name when your narrator speaks it (and in the closed captioning) is also an excellent idea.
- Go ahead and include the sweet sound of your product name being said aloud for the final time, and you’ll be good to go.
With the data that populates in relation to Moments, you’ll receive cold, hard numbers that tell a highly informative story about the percentage of viewers who are partaking of your company name, products and services, and logo images in your videos. When you repeat the process for all the videos you have out there, the payoff is a goldmine of information and insight about what you’re doing right and about where you may need to pick up the pace a bit.
That’s Cool, but Now What?
It’s true – now you have a whole lot of information that you may not know what to do with. Google has a way of bombarding us with information that is sometimes more overwhelming than helpful, but you are not alone – a savvy digital marketing professional can help you with that. You’ve got all this data, and now you’re looking for insight. Never fear; there are specific ways that you can apply the information you’ve mined.
Specific Content
If you have specific content that you need to include (whether for an internal stakeholder, for a client, or for any other reason), the information that Moments provides will let you know how this content is holding up in your videos. Is it hitting its marks, or is it time to recalculate?
The Denouement
Your video includes a narrative arc that guides its viewers to the big reveal, and if you’re not getting your viewers there, there’s work to be done. Moments shares the numbers regarding how many of your viewers are making it all the way to the money shot.
Timing Is Everything
There is a time and a place for everything – sometimes you need a longer video, and sometimes 15 seconds is king. With all the video specs out there, no one video length is going to optimize your offerings across all platforms. By determining what is working for you in your YouTube ads, however, you can extrapolate what is likely to work for you in all of the following repositories:
- Tik Tok
Once you recognize where your Moments are taking you, you’ll be far better prepared to turn that 30-second wonder into a 15-second masterpiece – and vice versa.
We Can Help You Polish Your Videos to Perfection
When it comes to your online presence, videos are a big deal, and there are things that you can do to help ensure that yours are maximizing their potential. The insightful digital marketing pros at The Web Guys are adept at translating Google Moments into real-life payoffs and at ensuring that your video offerings – overall – are ready for the big show. Let’s talk video – please contact us at (317) 805-4933 today.
