What are Bumper Ads or bumper ads and how to create them

 

Have you heard of Bumper Ads? The name may not be familiar to you, but we assure you that you have seen them.

Bumper Ads are those mini ads that you see on YouTube or on different pages that you can’t skip . This mini ad, these 6 seconds, can make your video marketing strategy take off .

Do you want to know how? In this post I tell you more.

What is Bumper Ads?

Bumper Ads are 6-second long advertising videos that users cannot skip . They play before, during or after the videos that the user wants to see on YouTube , partner websites or applications on the Display Network .

These video ads can help you reach more potential customers and are a great help in boosting your brand . Let’s see how you can create them and what other advantages they have.

Advantages of using Bumper Ads on YouTube

1. The scope is immense

YouTube has more than 1.5 billion users and is the second most popular social network, next to Facebook, imagine the enormous potential it has!

In addition, it is a highly effective format on mobile devices whose use has increased tremendously in recent years.

2. They take advantage of the advanced technology of Google AdWords

You can show personalized ads to specific targets , as it allows you to segment by interests, geographic areas, age, gender, marital status or income.

3. They boost awareness of your brand

Other advantages of bumper ads on YouTube are that they can reach such a wide audience that you could probably only reach with a large advertising budget.

4. They are good for remarketing

Since the YouTube channel is connected to our Adwords account . According to Google : “Remarketing to users who had seen TrueView ads and bumper ads produced a significant increase in ad recall compared to those who were exposed only to TrueView ads, yielding an average increase of 42% in skippable views and a 104% in paid views.

5. Brief and concise information

They allow information and content to be condensed thanks to their short duration.

6. They are economical

They use CPM bidding, meaning we will pay each time the ad is shown a thousand times.

7. They are not annoying

They do not bother the user, as they only last 6 seconds: the interruption is minimal.

8. They are not avoidable

Bumper ads can’t be skipped, ensuring your message reaches users.

9. You can add a complementary banner

You can include a complementary 300×60 banner to promote your products or services.

10. They have good performance

Bumper Ads perform highly on mobile devices.

How to create Bumper Ads?

Now that you know more about Bumper Ads and everything they can do to improve your marketing strategy, I leave you a video tutorial in which I explain the necessary steps to follow to create them from your Google Ads account:

 

If you still have any questions, you can find more details on how to create these ad formats on the Google Ads help page . You will see that it is easier than you are probably thinking!

Bumper Ads: good practices to create your campaign

According to Think With Google , there are certain things you can do to optimize your bumper ads and get good results :

• Focus on a single purpose : with ads that are only 6 seconds long, the strategy should be to communicate one thing very well . You can focus on promoting a product or service, communicating a very good feature of your product or service, communicating your brand… Be really creative!
• Present the product in a brief and concise way : according to Google analysis, the most remembered Bumper Ads are those that include a plan of the product during the 6 seconds of duration.
• Be creative and original : a clear, attractive and surprising message, music that captures the user’s attention, colors that attract… This will make your ad easy to remember and improve brand awareness.
• Build series of ads around the same theme as if they were different pieces of a puzzle. For example: tell in 3 parts what you would say in a 20-second ad.

How much do Bumper Ads cost?

Like other types of YouTube and Google advertising, Bumper Ads work on a bidding pricing model. In this case, however, only cost-per-impression (CPM) pricing is available, so you will be charged per 1,000 impressions.

The exact price will vary depending on segmentation and competitiveness. However, you can set a daily budget and maximum CPM to ensure you don’t spend more than you want.

The average price is usually between €0.05/€0.10 and €0.2/0.25 per view or click.

Examples of Bumper Ads on YouTube

L’Oreal Paris

1. Objective

The goal of the Bumper Ads campaign was to increase reach, improve brand recognition, and increase sales .

2. Advertisement

The advertisement consisted of promoting the launch of its “Stylista” range through the collaboration of 5 famous influencers . Initially, the campaign was going to be promoted through the influencers’ social networks, but they decided to take advantage of the graphic material they had produced by creating a bumper ad campaign.

3. Development

L’Oréal created a Bumper Ads campaign using the “video” campaign type with Google audiences, so it could obtain important information about its potential customer.

They included a conversion pixel to analyze website visits and used Brand Lift Survey to analyze the results . In this way they were able to know the impact of their campaign in real time.

4. Results

The bumpers received more than 4 million impressions with a visibility rate of 96%.

They got 19,000 visits to the website after publishing the bumpers, which confirms the engagement with the brand.

They achieved an increase in interest in the brand of more than 200% and an increase in searches for the influencers participating in the campaign. How about?

Other success stories

Milka

In this Bumper Ad, the Milka brand focuses on promoting its product by showing three of its tablets in a very visual way with a single message “Milka, piece of flavor.” Clear, direct and concise message, ideal for the user to remember.

Surely now you can see the enormous potential that these 6-second videos have. Can you tell me in the comments section how you would make your Bumper Ad? What strategy would you follow? I’d love to meet you!