This is an article ‘Making the most out of Google’s bumper ad tool’ by Marc Primo Warren
The days of online multimedia and artificial intelligence making every creative designer's life easier are finally here. Thanks to platforms like Google, which recently developed its trim video tool, ad development and material production have become more fluid and fast-paced while delivering better results.
At first, Google's trim video tool might seem like just another bonus feature for platform users. Still, the fact is that it took three years to test and develop before it could be considered a viable tool for bumper ad creation. How the feature works is pretty simple: longer video assets are processed via machine learning analytics to select the most engaging frames and converting it into a shorter six-second video. Of course, creative designers may also use other editing tools to refine and modify shorter videos according to how they want to present the final output to audiences.
What used to be known as Google's Bumper Machine is now widely available for marketers of any skill level and aims to streamline how they develop ad campaigns for better reach and traction. In this article, we'll look at how this new feature works and how it can help your business turn engagement into conversions.
How the Trim Video feature works
There's no denying that long-form videos can be more informative and engaging to customers. However, for new brands building their online presence and focusing on raising awareness, eye-catching and attention-grabbing short videos such as bumper ads can generate more interest faster.
Anyone with a Google Ad account can access the new trim video tool within their library. Users can find the feature on the navigation menu and within the tools and settings tab. From there, navigate the shared library folder and click on 'asset.'
You can then upload your long-form videos of up to 140 seconds and click 'trim video' to produce and generate your six-second clips. Users can upload long-form videos via YouTube or their Google Ads libraries, although it might take a few minutes to generate the final outputs.
Manually editing the AI-generated six-second clips is also possible in various timestamps. Once satisfied with the results, you can easily upload the trimmed videos for use as your Google bumper ads.
Utilizing such formats can improve your marketing efforts by bringing your brand and products to a specific audience. Setting the correct parameters on Google for audience targeting gives you a higher chance that audiences won't ignore your bumper ads and that your messaging sticks to whoever sees them.
Aside from leading viewers to your website, extended advertisements, or videos that go into further detail about your business, you can create tangible and data-driven customer journeys that can boost your conversion rates in no time.
How bumper ads can help your business
Bumper ads are not just considered complementary assets for your ad campaigns but can very well be a considerable boost to retain audience interest and highlight your brand more effectively.
These new video formats produced via the Google trim video feature are designed to be unskippable. They can be used for common video platforms like YouTube before a selected video plays. Therefore, they are less frustrating than long-from video ads and work better with YouTube SEO.
While influencers and prominent content creators can gain better audience traction for better YouTube ranking, bumper ads can work wonders for your ad campaigns if you optimize them correctly and target the right audience. More than aesthetics, finding which pain points to address, identifying the right keywords for your titles and descriptions, categorizing your video, and adding hashtags comprise 90% of all the work.
Developing bumper ads entails creating ad clusters that each have their own specific messaging. Given that you only have six seconds to convey these messages, it's best to come up with straightforward content highlighting the key takeaways for the end users. Adding great visuals will capture a viewer's attention. It can serve as introductions to your other video content, such as TrueView ads, display ads, and overlay ads, mainly if you have set specific target audience parameters.
Another trick is to know when is the best time to use bumper ads for ad campaigns that usually fail due to ad blindness—a viewer behavior wherein they choose to skip long-from videos. Demanding six seconds of viewing time is definitely more acceptable for most audiences than making them sit down and watch longer, spoon-fed clips.
With Google's trim video tool, you can easily create engaging bumper ads with the right brand messaging to appeal to your target audiences and make a memorable first impression. Needless to say, they are great gateways that can lead potential customers to your preferred landing pages or websites and create a concrete bridge from awareness to conversion.
The benefits of Google's trim video tool
Many of today's marketers consider creative assets as the primary driver of customer engagement. 65% of every brand's sales lift can be attributed to creative assets. Most significantly, video production has a unique facet that can influence purchasing behavior or brand preference.
With Google's tools that help creatives develop high-quality bumper ads faster that are more results-driven, marketers can do away with the complexities of video editing, including determining optimal pacing or call-to-action placements. Best of all, it gives you more leverage to focus on asset performance for better messaging, audience insights, and overall campaign improvement.
In a nutshell, the Google Ads trim video tool cuts down a two-day production time to as fast as 15 minutes. Plus, all videos with added voice-overs are proven more effective in engaging new audiences. Fortunately, YouTube also features a tool that can generate complementary audio to bumper ads via Google's text-to-speech technology, which is likewise accessible via the assets library.
One research also shows that bumper ads increase conversion rates by twice as much as produced video ads and cut costs per acquisition by half. Regarding bumper ad placements, Google and YouTube charge advertisers via the cost-per-mille (CPM) model. Such a costing model is perfect for brands that want to ensure they don't go overboard with their advertising budgets via targeting features, which gives them more flexibility to bid placement costs.
Other tools, such as Google Display, can also help you attain the maximum number of impressions within your ad spend budget, making bumper ads a cheaper alternative than conventional video ad campaigns.
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