Microsoft Advertising is clearly focusing its efforts on visual ads in search this year, as evidenced by the recent announcement that Video Extensions have now been made available to advertisers globally.
This enables advertisers to combine video with other ad extensions, which, according to Microsoft, “is a great way to provide enriching content to those searching for your offerings.”
Here’s what Microsoft had to say about the new feature:
“Eye-catching interactive video ads are one of the best ways to capture your customers. We’re excited to announce a new addition to our ad extensions family: Video Extensions, available for all advertisers globally. This is a unique opportunity only available on Microsoft Advertising. With Video Extensions, advertisers have the flexibility to combine video with other ad extensions. Additionally, as part of our integrated ad solution, videos you submit for Video Extensions are also included in the Video Library which can be used for Microsoft Audience Network Video Ad resources.”
So, how can you take advantage of this new feature? Simply set up an action link on the video overlay.
You’ll also need to provide Microsoft with the following information:
Name: internal name for organizational/labeling purposes
Video source: URL or File
Thumbnail source: URL or File
Display Text: text to display beneath the video it is playing
Alternate Text: text to display in place of the video in case it doesn’t load
Action Text: text for the action button that is displayed beneath the video when it is playing
Action final URL: final URL for the action button on PC
Action mobile URL: Final URL for the action button on mobile (optional)
For users, a small image window with a play button will appear in search results when Video Extensions are triggered. When users click on the button, it will take them either to your website homepage or any other page of your choice that will help you achieve conversions.
So, there you have it. Will you be taking advantage of this new video extension feature?