How to Create Effective TrueView Campaigns for your Explainer Video

March 16, 2015

Image Credit: Stuart Miles via


Whether or not you are creating an animated explainer video - whether or not you are looking to create one for teaching an idea or concept, and you choose to advertise through TrueView - you need to learn to do so effectively to serve content to the right people, generate interest, and build your community.


With TrueView, you could create four types of ad units which may help with your advertising goals: instream, in-slate, in-search, and in-display. To explain how you create and manage ads effectively, here are some tips for doing so.


Use Google Adwords


You start creating TrueView ads with Adwords for video. Adwords enables you to target your demographics and could even enable you to find keyword search terms to direct your content for much lower CPC/CPV. The fact that you could set up your campaign with more customization means that you could decide where and how you advertise to your intended audience.


In addition, when you spend your first $25 on your campaign, you have the opportunity to receive $75 in credit. Who doesn’t want free money?


Study the data given to you and experiment


Not only does Adwords you an opportunity to attempt reaching a targeted community of interested leads, but also you could learn what works and what doesn’t. Using an analytics reporting service from your video campaign, you could gain insights from proven data. If your video is targeted to single mothers in their 30s and very few of them pay attention to you, you learned that your current campaign isn’t going to work much longer. On the other hand, you might learn who the actual viewers are and where they come from so that the next time, you might accordingly change your demographic targeting.


Sometimes, your keywords might just be the problem. The straightforward advice is to use relevant, specific terms that matter to your users. The more relevant they are, the better the odds that you will reach the right customers, although this isn’t always guaranteed.


You might never know whether your targeted demographic and keywords actually work. Test regularly. If your existing campaign works, you have the luxury to continue testing other possibilities.


Continually improve your video targeting and marketing


This seems obvious, but is important to address here. To make an effective campaign, Adwords and TrueView can only do so much, but in the end it comes down to the quality of your content.


Your campaigning may have been configured correctly, but your existing video might not have adequately told a good story for your intended audience. Use this opportunity to change your messaging, or the sequence of your video animation.


Beyond tweaking videos, you might have several videos that you want to advertise. Your other videos might show case studies of a past or current customer who have had experience with your product or service. Or if you have upgraded or updated a product, it helps to create a new video targeted at existing and new customers. After all, your content needs to stay relevant!


However, if your video(s) have gathered a sustainable customer base and audience, you might want to maintain your brand. Your existing customers are familiar with your advertisement style and your new prospects might also be interested in what you have to offer. If it ain’t broken, you don’t need to fix it.



Ultimately, if you could create a quality video, much of the above tips can help you go far. Make a great video. Try out your marketing campaigns inexpensively. Learn from the data you get in turn and act on them. Update your video content when relevant.

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