Using Video in Paid Advertising: Facebook, Google Ads, and Beyond

Video has become a powerful tool in paid advertising, making it easier to capture attention and share messages effectively. Whether you’re using Facebook, Google Ads, YouTube, or other platforms, video ads can help increase engagement and drive conversions.

At Texas Web Design, we create video ads that connect with your audience and help you reach your business goals. If you’re ready to take your advertising to the next level, call us today to see how we can help make your video ads more effective.

Video Ads on Facebook

Facebook is a popular platform for video advertising because it offers multiple formats and a wide reach. Whether your goal is to increase awareness or drive leads, Facebook has options to help you achieve that.

Facebook Video Ad Formats

Facebook provides several video ad formats:

• In-stream ads: Play during other videos and are great for brand recall.
• Stories: Full-screen ads that offer immersive experiences and engage users quickly.
• Carousel video ads: Showcase multiple videos in one ad, perfect for showing different aspects of a product or service.

Choosing the right format depends on your objectives. In-stream ads work well for building awareness, while Stories and carousel ads are ideal for driving conversions and engagement.

Facebook Ad Targeting for Video Ads

Facebook allows precise targeting based on demographics, interests, and behaviors. A standout feature is video engagement targeting, where you can retarget users who watched a certain percentage of your video, making it easier to stay connected with potential customers.

Custom and lookalike audiences allow you to reach new users who share similar traits with your current customers, expanding your reach while maintaining relevance.

Facebook Video Ad Metrics

Tracking metrics like video view rate, average watch time, and engagement (likes, shares, comments) gives insight into how well your content is performing. If viewers drop off early, you may need a stronger hook. If engagement is high, your call-to-action (CTA) is likely working well.

Retargeting Based on Video Watch Time

Retargeting based on watch time is an effective way to re-engage users who have shown interest. By retargeting those who watched a significant portion of your video, you can deliver follow-up ads that push them further down the buyer’s journey, increasing the chances of conversion.

Video Ads on Google Ads (YouTube)

YouTube offers multiple ad formats that can be used to increase engagement or conversions. With billions of active users, it’s a platform that should be part of any video ad strategy.

Types of Video Ads on Google Ads

YouTube offers several types of ads:

• Skippable in-stream ads: Viewers can skip these after five seconds, so the opening must grab attention.
• Non-skippable ads: Short ads that users must watch in full.
• Bumper ads: Six-second ads ideal for quick brand messages.
• Discovery ads: Appear in search results and alongside related videos, useful for reaching users who are actively seeking content.

Choosing the right ad type depends on your goals. Skippable ads are great for longer content, while bumper ads and non-skippable ads work better for brand awareness.

Targeting on YouTube

YouTube’s targeting options allow advertisers to focus on demographics, interests, and even search behavior. Retargeting users who have interacted with your videos in the past can help you keep your brand top of mind and build a connection with a more engaged audience.

Optimizing YouTube Video Ads for Higher ROI

The first few seconds of a YouTube ad are important, especially with skippable ads. A strong opening and clear CTA can encourage viewers to take action. Thumbnails and titles play a key role in discovery ads, as these visuals drive click-through rates.

Analyzing YouTube Ad Performance

To measure the success of your ads, monitor metrics like view rate, cost-per-view (CPV), and earned actions (likes, shares, comments). These insights help refine future campaigns, whether that means tweaking the video length, adjusting the CTA, or changing the targeting.

Video Ads Beyond Facebook and Google (Alternative Platforms)

While Facebook and Google Ads are the most common platforms for video advertising, there are several other options that can work well depending on your audience and content style.

• Video Ads on Instagram and Stories

Instagram, being highly visual, is a great platform for video ads. Instagram Stories offer a full-screen, immersive experience that can drive quick engagement, while in-feed video ads blend more seamlessly into users’ feeds. Brands with visually striking content often see success here.

• Video Ads on TikTok

TikTok’s short-form, casual video format is ideal for reaching younger, highly engaged audiences. TikTok ads fit seamlessly into the platform’s content flow, making them feel more organic than traditional ads. Ads that match TikTok’s fun, fast-paced style often perform best.

• LinkedIn Video Ads for B2B

LinkedIn is perfect for B2B video advertising, allowing you to target professionals and decision-makers. LinkedIn video ads typically appear in users’ feeds and are great for promoting business services, generating leads, or establishing thought leadership.

• Pinterest and Snapchat Video Ads

Pinterest works well for brands that rely on visual appeal, as users often come to Pinterest for inspiration. Snapchat, with its younger audience, favors short, playful videos that feel authentic. Both platforms offer opportunities to connect with audiences in creative ways.

Maximizing ROI for Video Ads

To make your video ad campaigns as effective as possible, it’s important to have a clear strategy and allocate resources wisely.

Budgeting for Video Ads Across Platforms

Allocating your budget across multiple platforms helps you find where your ads perform best. Facebook and Instagram are cost-effective for raising awareness, while YouTube can provide better reach for longer-form content. 

Testing different platforms will show you where your budget is most effective.

Building a Video Ad Funnel

Video ads can guide potential customers through every stage of the marketing funnel. Top-funnel videos introduce your brand, mid-funnel videos solve customer pain points, and bottom-funnel videos push for conversion with clear CTAs. 

By using different formats at each stage, you can guide users from awareness to action.

Retargeting Strategies Using Video Ads

Retargeting viewers who have already engaged with your videos helps increase conversions. Follow-up ads that provide more information or an offer can move interested users closer to a purchase.

A/B Testing Video Ads

Testing different versions of your video ads is key to improving performance. Whether it’s the length, CTA, or thumbnail, A/B testing helps you identify what works best, allowing you to refine your approach for better results.

Start Achieving More with Targeted Video Ads

Video advertising is an important part of modern marketing strategies. Whether you’re using Facebook, Google, YouTube, or newer platforms like TikTok and Instagram, video ads can help drive engagement and conversions. By choosing the right platforms, optimizing content, and testing strategies, your campaigns can have a greater impact.

At Texas Web Design, we don’t just create ads—we help you get real results. Whether you’re looking for more visibility, higher conversions, or better customer connections, we’re here to help. 

Call us today to start creating video ads that connect with your audience and drive your business forward.