“The Power of 30 Second Video Advertising”: Do They Benefit Your Business and Do they Rank well on Google?.
As an Introduction to this Blog, I spoke with my media consultant last week who represents a well respected publishing company in Sydney about advertising with them. First suggestion offered was to create a 30 second video promoting my business which they would launch via their numerous magazine and social media digital platforms.
It was an Interesting suggestion based on following Advertising mediums and avenues available
- Video Advertising: Television & YouTube. …
- Audio Channels: Radio & Podcast Advertising. …
- Paid advertising
- Newspapers. …
- Print & Digital Publications (Magazines) …
- Out-Of-Home Advertising. …
- Direct mail & mobile advertising
- Social Media.
But hey, lets never underestimate the effectiveness of word of mouth advertising which is how ‘Brands in Motion’ in Australia begun their journey 12 years ago and how we developed our niche within the Promotional Products industry as a key supplier to Corporate/Govt business.
This blog is about the Benefits and challenges relating to developing a 30 second video that will help rank your Business well on Google.
When advertising, to capture your audience whilst surfing Google offers a very narrow few seconds window of hide or seek. Paid adverts as opposed to being found through an organic search is a key strategy. Brands in Motions created a short 30 second video that we hope will drive visitors to clicking our campaign. Key is for viewer to watch right through presentation to understand and appreciate the short message we’re delivering courtesy of well placed text and image prompts highlighted within first few seconds.
At the end of the day, the rationale why visitors click your Google paid or organic found advert or not is complex considering the author of advert such as me only has 2-3 seconds to impact viewer. Once clicked, then its purely whether your able to captivate audience long enough in just a 30 second advert. Gees 30 seconds is a long time and how easily we can all get distracted especially when we loose interest.
Section 1: The Benefits of 30-Second video Advert:
Simply put, besides short videos being most cost effective medium to showcase your business in contrast to a visitor just looking at a product image with text etc, sadly in our bustling world we only have seconds and sometimes less to captivate our audience
The benefit of video advertising as per my situation is that I can decide which platforms are best to showcase the goods and services Brands in Motion provide to mainstream Australian businesses across all corners of our incredible country.
Despite the social media platforms we choose, we all depend on asking Google the correct keywords that will help the visitor find your product. Its such a complex process and needs very astute intuitive marketing brain to fine tune their adverts along with keywords which enables Google to find products or services that best suit our needs.
Also, Videos provide vocal and visual cues to convey product information in a way that other content types can’t.
Heres an example of a company that through clever marketing decades ago are an ongoing powerhouse and household name synonymous to sports arena thanks to successful TV commercial campaigns and endorsements. Reality is, none of us need to be a sports fan to acknowledge this brand
Nike’s “Just Do It” campaign launched in 1988 and is one of the most iconic marketing campaigns of all time. The slogan “Just Do It” has become synonymous with Nike, and the campaign has helped the company become one of the most recognisable brands in the world.
For business who promote via e-commerce-, Social platforms like TikTok, Facebook, Instagram, and YouTube have become today’s consumers’ go-to sources to gather opinions about products before making any buying decisions. Seems like only a few years ago that we relied on TV and magazine advertising to build a brand.
Section 2: SEO and Google Ranking:
Search Engine Optimization (SEO) plays a pivotal role in improving website visibility in which we rely on Google being the most prominent search engine platform. Fundamentals such a Keywords, quality of content and how we place those all important keywords set the criteria for your overall visibility. Analytics then kick in targeting other factors such as On and off page SEO, speed advert loads, its mobile friendliness with final ingredients, user experience and engagement. We’d all like to think that selling our goods and services should be easy because we all feel we have the products or services that your end user need. Although that may be true, that thought process is so far from reality which is why an easy to understand and thought out campaign needs to combine the pointers above which could be the difference of defining success via engagement or not
Section 3: Factors Affecting Google Ranking:
Sadly makes no difference how great we think our 30 second video adverts are. Why? Simply put, you need to be delivering quality content regularly which is our plan moving forward. With variables such Googles ranking algorithms for paid advertising versus organic searches will determine relevance, engagement whilst referencing backlinks, click through behaviour is what matters. We all want click throughs resulting in being contacted. That moment can be a LIFE SAVER and defining moment for anyones business if the likes of Coco Cola for example came onboard as a customer. I mentioned Coke the worlds leading beverage supplier as another iconic brand to echo earlier example about Nike.
Will my business name become household or GO TO name, ha ha, I WISH, but still feel our dedicated team can make a difference when partnering with clients to help them ‘Empower their brand’ via the unique promotional products we develop. This also includes carefully selected products from our key retail brand name partners which we can co-brand to elevate both brand and quality appeal to your target audience at a different level than our generic promotional products.
Section 4: Tips for Making 30-Second Adverts SEO-Friendly:
Someone mentioned to me about creating ‘explainer videos’ that tell your audience what your product or service is about and why you hope to create interest so your audience consider your services. Although in our case we have not recorded ourselves within video, our aim was to bring our ideas to life within just 30 seconds and tell our story very briefly yet with purpose. End goal is to provide the viewer with a reason to contact us and better understand the benefits of working with us across this exciting industry we live and breathe- the Promotional Industry. Why you may ask?. Like the advert we created to hopefully grab your attention, once you become a client, our aim is to deliver unique brand offerings across our diverse branded promotional products collection featuring your logo with or without messages to ultimately bring your brand to life and be a talking point that your audience will enjoy
Section 5: Measuring Success:
In line with what is termed a “template theory of memory”, they suggested that “most of the effect of advertisement length and awareness is delivered within first five seconds of exposure”. This was the rule we implemented into our 30 second advert targeting Marketing, senior management and Operational staff by delivering visual text prompts to match background imagery- Your Brand, Our Expertise, Flexibility, Results, Eco Friendly & Sustainable. All relevant keywords brought to life within first 5 – 7 seconds whilst panning across select promotional merchandise. Guess over ensuing weeks, our SEO consultant will be monitoring Google analytics to measure and track engagement and closely watch those key personnel that chose to contact us with our end goal, hoping to build relationships and convert enquiries into orders.
Section 6: Challenges and Considerations:
Optimising video advert campaigns whether paid Google adword or not can be challenging, and there are a number of common issues that businesses may encounter. Some of the most common challenges include:
- For paid adverts, low click through rates that aren’t relevant or interesting for your target audience.
- On the flipside for paid adverts, expensive click through rates that can eat into your budget and reduce your return on investment (ROI) especially when campaigns aren’t delivering results we’d all expect.
- Lastly, worst scenario results in low conversion rates when your ad is not effectively driving sales or leads.
Conclusion:
In conclusion, we’ve conveyed our perceptions about how best to create and deliver Brands in Motions 30 second advert targeting a specific audience. We’ve highlighted the strategies and techniques on how best to deliver a pertinent video campaign that’s only 30 seconds long because as you can gather, the process can be complex.
Clear storylines with easy on the eye pertinent content is important along with appreciating the analytics that Google operate when delivering your content.
All I know is that businesses that can dedicate time to producing well thought 30 second video campaigns can reap the rewards as is evident by the leading household brand names we referred to that peppered all media platforms and continue to do so today. Its not just about delivering one campaign, its about strategizing via video content regularly to build trust and brand appeal.
Call to Action:
Why did we write this blog? I for one are not an expert when it comes to Google analytics for paid or unpaid organically found adverts, but the conversation and complexities of creating visibility via this medium interests me. Naturally our goal when carefully creating our short 30 second video was tailored to appealing to Marketing and Advertising agents and giving the viewer a reason to want to partner with us. Yes a tall order from one 30 second campaign but hoping this is the beginning for us to develop more adverts which may include paid Google campaigns in foreseeable future.
Please email david@bim.net.au or jo@bim.net.au to discuss your brief as we’re keen to respond with a transparent yet quality presentation that validates the reason you contacted us in the first instance. Both of us combined boast over 30 years of experience servicing corporates and Govt departments with promotional merchandise including ‘Brand Name’ products , so feeling very confident that with effective brainstorming with clients and staff that we will develop and deliver product strategies second to none, so please contact us TODAY.
Thanks for reading our Blog.