If you use Google AdWords to increase your sales, you may have noticed that keywords are getting more competitive all the time. If you don\u2019t keep the quality score up on your ads, your cost for running a traditional AdWords campaign won\u2019t be cheap. That\u2019s where Google AdWords for video comes in. Google AdWords for video typically has less competition and cheaper cost-per-click than traditional Adwords campaigns. Plus, a video is significantly more eye-catching than a block of text. Although video is a great visual storytelling tool, few businesses have tapped into it yet\u2014and getting started has never been easier. What is Google AdWords for Video? Google AdWords for video allows you to display video ads in YouTube search results before, during, and after videos on YouTube as well as the Google Display Network. Adwords for video also allows you to use demographic targeting so you can reach your target audience efficiently. Adwords for video allows you to target anyone from music lovers to students based on age, gender, location, and interests. That way, video ads are only shown to the people you choose. What are the Benefits? Pay Only When Your Ideal Audience Watches (And Doesn\u2019t Skip) Viewers watch clips that they're curious about, so you get views from an audience you know is interested. Since you choose what you want to pay for a view, Google AdWords for video gets you your ideal audience at an affordable price. Unlike cost-per-impression (CPM) pricing, you don\u2019t pay every time your ad is shown. You only pay when they watch your ad. If a user skips it before 30 seconds or the end, you don\u2019t pay. That way you won\u2019t waste money advertising to people who aren\u2019t interested in what your business has to offer. Expand Your Reach Video ads can appear on both YouTube and other sites in the Display Network for desktop and mobile devices. According to Google, YouTube reaches more people between the ages of 18 and 49 than any cable network in the country. With over a billion users, you\u2019ll have a substantial (and targeted) audience for your ad. Personal, Creative, Human Ads You can run videos 30 seconds or longer, which gives you the freedom to experiment with different formats. You can test out longer product demos, customer testimonials, and how-to videos demonstrating your product or service in action. What Types of Video Work? Understanding the importance of having an AdWords for video campaign is only half the battle. Videos can create an intimate understanding of a product or company. They can evoke a powerful emotional response, a human connection, or a broadened understanding of what you can offer. We all watch videos, and we know from experience that the ones that make us laugh or nod along are the ones we share, and the ones that succeed. So how do you generate that response in your ad? We inherently pick businesses we know, like, and trust. Video is an effective way to create that connection by showcasing your brand and your culture. Highlight what makes you and your business shine to get the most out of your ads. Not sure which approach your ads should take? Take a look at the three surefire suggestions below. Educate Give your audience something useful with an educational ad. What questions do you get the most from your clients? What\u2019s the first thing you wish people knew about your business? What does your target audience struggle with that you can help with? Most importantly\u2014how can you help your viewer? Inspire Stories that evoke strong emotions inspire your audience to take action. Case studies and before and after examples showcasing real, significant client successes are great examples. Why did you start your business? Which clients have succeeded and why? How can you help your clients achieve their dreams? Entertain Humor is a great way to put a client at ease\u2014just make sure you\u2019re reminding your client of your business while you\u2019re doing it. Most video ads today fall into this category, likely because they perform well on YouTube. What will make your audience laugh? How can you make your audience take notice of what you have to offer? Have you tried TrueView in stream or TrueView discovery yet? If not, what video ads have stuck in your mind? Let us know in the comments below!