Google video ads can be an amazing resource for your company when done correctly but writing an effective script for your video ad that will draw in customers and bring your company sales can be a daunting task. The following structure will help you create a well-written script that you can use to film your own video ad and attract customers from all over the internet.
How to Write a Script for Your Google Video Ad
- The Hook
- The Problem
- The Solution
- The Call to Action
- Doubts and Credibility
- The Second Call to Action
- The Outro
The hook of your video ad, while short, is extremely important. Your hook is typically the first 2-5 seconds of your ad. Research has shown that if you don’t captivate your audience within the first 3 seconds of your ad, they will click away or skip the video as soon as they have the chance to. Having a good hook to keep viewers engaged and to convince potential customers to stay and watch your ad is crucial. If the hook of your video doesn’t properly captivate your audience then the rest of your ad will also be ineffective.
Writing the hook can be intimidating, especially after understanding how important the hook is to the success of your ad. One of the best ways to come up with a good hook is to watch some video ads created by other companies. Take notes of what you like, what you don’t like, make special note of what catches your attention or makes you interested in the ad and what makes you want to click away. This can work with any ad but will be even better if you can find ads that are related to the product or service you are selling.
Every product or service in existence solves a problem for the consumer. When advertising your product, especially through a video ad, it is vital to ask yourself what problem your product addresses. For example, if you are selling a pair of sunglasses remind your potential customers how annoying it is to have the sun in your eyes or how it can be dangerous to drive while the sun is blocking your vision. You don’t want to present the viewer with a solution just yet, focus on reminding the viewer of the problem and help them remember just how annoying or problematic that problem is in their daily lives. If your product solves multiple problems, focus on the most painful of those problems. You want your viewers to remember a time when this problem has affected their lives in a negative way.
Once you have presented your viewers with the problem and reminded them of how much that problem bothers them you can present them with a solution. This will be the first real introduction the viewer will have to your product. This part of your video ad will give you the opportunity to show off your product and explain to the viewer just how it solves the problem presented earlier in the video. The length of this section depends greatly on how long your overall video will be but should overall present your product and explain how it solves the problem that was previously stated.
4.The Call to Action
Now that the viewer has been presented with a problem and you have introduced them to your product as a solution to that problem, it is time to make a call to action. You want your call to action to be urgent, like a limited time offer or a discount that can only be applied if they buy your product through the ad. This will put pressure on those that are interested in your product to buy it sooner rather than later.
5.Doubts and Credibility
After your call to action, you will need to address any doubts your potential customers may have and establish credibility with those thinking of buying your product. This section can be statistics comparing your product to other similar products, reviews from real people, information about how long your company has been around, or any other credible information you may have such a blog post that supports your product or a glowing review about your product. Whatever you choose to put in this section, it should alleviate any doubts or concerns a potential customer may have about your product or your company.
6.Second Call to Action
Once you have alleviated the doubts and concerns of your viewers it is time to make a second call to action. This is your last chance to rephrase your call to action and convince your viewers to make the final purchase.
The outro is the ending of your video ad and can contain a signature slogan, disclaimer information, or anything else that you’d like to add in at the last few seconds of your video ad.
The Finished Product
Now you have a script, but you will still have to film and create a video to go along with the script. If you have the budget for it, it is best practice to try a couple different variations of the script in order to determine what will be the most effective video ad for your company. However, many businesses creating their first video ad only have the budget for one video so make sure your script is good! Run it by multiple people and revisit it over several days with fresh eyes to edit it and create the best version before you go into the filming stage.
Commonly Asked Questions:
How long should my video ad be?
There are varying lengths to video ads, the length that you should use will depend on your budget. Shorter video ads are typically paid for per impression, meaning that every time your video is played on a video you will pay for that impression. Longer video ads are often paid for per interaction, meaning that any time someone watches more than 30 seconds of your ad or clicks on your ad. It is best practice to do more research into the pros and cons of both of these options and look at the budgetary differences before making a final decision.
How do I know if my campaign is performing well?
While what is considered “good performance” greatly varies from business to business, there are a few things to look for when you’re first getting started. A CTR (click-through-rate) of 2% or higher is considered a good interaction rate with your website, and anything below a 1% is very bad. When looking at conversions, the best tool to use is the Conversion Value/Cost. This calculates your ROAS (return on ad investment) and a ROAS higher than 4 is generally considered good.