Video Ads - Google AdWords Learning Center

Video ads are available for campaigns that use keyword and/or placement targeting. Since video ads only run in the content network, campaigns using keyword targeting only must be opted into the content network in order for video ads to run. To learn how, visit the Edit Campaign Settings topic.

When paying on a CPC basis, advertisers pay for clickthroughs leading users to the website, not for clicks on the opening image/video or play button. When paying on a CPM basis, advertisers pay for impressions of the opening image (or for in-stream video, when the video runs), rather than plays of the video.

Google hosts and streams video feeds. Streaming technology is optimized for all bandwidths (dial-up, DSL, etc.). The video operates as a Flash element. As a result, users don't have to install anything.

Here are some tips for creating a video ad:

Create a descriptive and eye-catching opening image (the image which users see before playing the video).
Entice users to click 'play' by using rich, sharp colors.
Include a few words to describe the product, service, and/or company.
Boost play rate with a call to action that tells users they can play the video to learn more.
Create multiple video ads with different opening image sizes to increase the number of placements where your ad is eligible to appear.
Keep the video engaging and no longer than necessary (play rates drop off significantly after 45 seconds).
Be clear about business offers.
Deliver key messages early in the video, because users may not watch the whole thing.
Provide clear next steps for users to take after finishing the video, such as making a purchase or visiting the website or store.

To learn more about formatting and specific video ads guidelines, visit Editorial Guidelines for Video Ads. For general information, visit the Video Ads section in the Help Center.