Google Video Ads in Search Results: Video AdWords in the Search Network
Back in February, 2008, there was a major hype around Google Video Ads appearing in search results pages. Nobody knew what these new ads looked like, we only knew what Marissa said about them. Now more and more users are noticing the new Video AdWords Search ad format in the sponsored links column on the right side.
Google Blogoscoped has nice pics of the new ad format, which are totally user-friendly! But “unlike the video search results, Google doesn’t include thumbnails next to video ads, but this may change in the future.” Yeah, I think advertisers would be definitely happier about thumbnails than plus sign buttons, but users come first luckily. I don’t agree with the optimistic remark that “Google uses the same visual elements as for the search results and user are already used to previewing YouTube videos by clicking on the small plus sign below the snippets.” I think many users are not even used to using the right side column of SRP as a reliable source let alone being used to the little plus sign - but it’s only a question of time, and the proportion of good vs spam advertisers. :)
Before
After clicking on ‘watch testimonials’
I can see some savvy advertisers focusing their sales effort on creating cheap Google Video ads for customers. The question is ROI. Not every advertiser will be able to maximize their profits through the new video search ads. Go ahead with video ads if they suit your product (especially new products, how to products, trust based services, etc.), but use video social media rather than video ad in search if the ROI is not remarkable. And don’t forget, you can also use the content network with video ad (for keyword or site targeted campaigns alike).
Personally, I like the new video ads format, but I wonder how long they are going to stay with this ‘plus sign’ format. Unlike the organic video snippets with immediate thumbnail results (left side), in the paid search column on the right, it would be a luxury to switch into ‘thumbnail view’ from the ‘plus sign’ view: there would be less space for competitors on the first page, leading to higher bid prices, which could deter small and medium businesses, the solid backbone of Google revenue source - or may not. :)
Eventually, better and stronger competition is unavoidable as Google will want to show you the ever best results - fewer than 2×10 or so, maybe just 5 or 3 or the One. But what will it mean to its revenue model?