Bumper Ads: Your Six-Second Secret Weapon
Thinking of creating bumper video ad campaigns on Google Ads? Follow these four principles to turn them into a powerful new tool for your brand.
Bumper ads are easy to dismiss.
After all, what can you possibly accomplish in just six seconds?
As a result, some advertisers dismiss them out of hand.
But they’re missing the point because bumper ads aren’t designed to be used in isolation.
Combine them with other advertising, such as additional bumper ads or a TrueView video for action ad, and you have a powerful new tool in your arsenal.
In this post, we’ll look closer at bumper ads and examples of how they can be used.
But first, let’s examine the ad format itself.
What Are Bumper Ads?
Bumper ads are short, maximum six-second videos that viewers cannot skip.
While the six-second maximum is often seen as a weakness, it can actually be a strength.
The ads are so short, they’re less likely to annoy viewers.
The ad is over before they start looking for a skip option.
You can create bumper ads in Google Ads under the “Video” campaign type.
Bumper ads use target CPM (cost-per-thousand impressions) bidding (In other words, you pay each time your ad is shown 1,000 times).
Read more here.