Google Changes Call-To-Action Video Ads, Video Ad ReportingBy: Chris Crum - May 23, 2014
Google revealed a new look for call-to-action overlays on YouTube videos, which apply to both desktop and mobile devices. They’re trading in two lines of text in favor of a single-line call-to-action. This gives more real estate to the video content, which will be better for users.
Here’s what they look like expanded and collapsed:
Google is making the change automatically, so advertisers won’t need to make any changes to existing ads.
Call-to-action clicks will also now be included within the Clicks and CTR reporting metrics in AdWords for video. This should, as the company says, give advertisers the ability to better quantify the overall impact of the feature. In addition to that, Google is rolling out other reporting changes in AdWords for video. These include improved column sets, more conversion segmentation options, and the ability to access all metrics from the Videos tab.
“We’re adding View Rate by default for all sets and are grouping sets of metrics by insight topic (like Views, Audience, Branding or Conversions),” says YouTube product manager Avi Fein. “This lets you see a snapshot of your campaign based on key objectives, as well as evaluate your overall campaign performance based on View Rate before diving deeper into individual targeting groups.”
“You can now segment by conversion name and category, showing how your video campaigns are driving key conversion types,” Fein adds. “Now you can more easily optimize across your videos by seeing the entire set of metrics available in other tabs.”
These features are already available.
Images via Google