{"id":1537,"date":"2019-03-04T11:00:48","date_gmt":"2019-03-04T11:00:48","guid":{"rendered":"http:\/\/www.ccomsys.net\/million-dollar-idea\/?p=1537"},"modified":"2022-03-02T13:00:52","modified_gmt":"2022-03-02T13:00:52","slug":"turning-over-the-purpose-of-search-video-ads","status":"publish","type":"post","link":"https:\/\/www.ccomdigital.in\/blog\/turning-over-the-purpose-of-search-video-ads\/","title":{"rendered":"Turning Over The Purpose Of Search &#038; Video Ads"},"content":{"rendered":"\r\n<p>Since the dawn of digital advertising, marketers have used video advertising for upper-funnel brand awareness and search advertising for lower-funnel direct response. This approach has always made one wonder: If a brand wanted to use the power of video\u2019s sight, sound and motion to drive consumer action, would it work? The answer was a resounding \u201cyes\u201d for America\u2019s Hawaiian Airlines. <\/p>\r\n<p><!--more--><\/p>\r\n\r\n\r\n\r\n<p><strong>How did the campaign work?<\/strong><\/p>\r\n\r\n\r\n\r\n<p>In preparation for the busy summer schedule, Hawaiian Airlines wanted to follow-up with people who were considering visits to Hawaii. To do this, the airline setup a typical search campaign focussing on brand keywords like \u201cHawaiian Airlines\u201d and non-branded \u00a0keywords like \u201cFlights to Hawaii\u201d. It then created a set of <a href=\"https:\/\/www.youtube.com\/watch?v=y_clphPsNnQ&amp;feature=youtu.be\">15-second and 30-second video ads<\/a> using YouTube\u2019s direct response format. The direct response format invited users to click-through to \u201cSee Fares\u201d where they were directed to the landing page and shown the prices relevant to their area. To ensure high precision, the airlines bought over the keywords that worked the best on search to YouTube. The campaign was an astounding success with 185% increase in flight bookings and 69% reduction in cost per acquisition.<\/p>\r\n\r\n\r\n\r\n<p>For your brand too, we can run a combine of search &amp; video campaigns that elicit response and propel your brand to the top. Please reply to this email with the date &amp; time and we will be happy to meet you.<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-gallery columns-1 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\r\n<li class=\"blocks-gallery-item\">\r\n<figure><img loading=\"lazy\" decoding=\"async\" width=\"898\" height=\"425\" class=\"wp-image-1538\" src=\"http:\/\/www.ccomsys.net\/million-dollar-idea\/wp-content\/uploads\/2019\/04\/40-Turning-Over-The-Purpose-Of-Search-Video-Ads.jpg\" alt=\"\" data-id=\"1538\" data-link=\"http:\/\/www.ccomsys.net\/million-dollar-idea\/?attachment_id=1538\" srcset=\"https:\/\/www.ccomdigital.in\/blog\/wp-content\/uploads\/2019\/04\/40-Turning-Over-The-Purpose-Of-Search-Video-Ads.jpg 898w, https:\/\/www.ccomdigital.in\/blog\/wp-content\/uploads\/2019\/04\/40-Turning-Over-The-Purpose-Of-Search-Video-Ads-300x142.jpg 300w, https:\/\/www.ccomdigital.in\/blog\/wp-content\/uploads\/2019\/04\/40-Turning-Over-The-Purpose-Of-Search-Video-Ads-768x363.jpg 768w\" sizes=\"auto, (max-width: 898px) 100vw, 898px\" \/><\/figure>\r\n<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Since the dawn of digital advertising, marketers have used video advertising for upper-funnel brand awareness and search advertising for lower-funnel direct response. This approach has always made one wonder: If a brand wanted to use the power of video\u2019s sight, sound and motion to drive consumer action, would it work? The answer was a resounding <\/p>\n","protected":false},"author":5,"featured_media":1538,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[149],"tags":[102,97,98,100,112,64,113,99,101,106,103,110,111,108,109,107,93,105],"class_list":{"0":"post-1537","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-video-first-for-seo","8":"tag-agency","9":"tag-ai","10":"tag-artificial-intelligence","11":"tag-digital","12":"tag-digital-pr","13":"tag-e-commerce","14":"tag-influencer-marketing","15":"tag-leading","16":"tag-marketing","17":"tag-mobiles-apps","18":"tag-mumbai","19":"tag-online-advertising","20":"tag-online-reputation-management","21":"tag-search-engine-optimization","22":"tag-seo","23":"tag-smo","24":"tag-social-media-marketing","25":"tag-websites"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Turning Over The Purpose Of Search &amp; Video Ads - C Com Digital - Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ccomdigital.in\/blog\/turning-over-the-purpose-of-search-video-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Turning Over The Purpose Of Search &amp; Video Ads - C Com Digital - Blog\" \/>\n<meta property=\"og:description\" content=\"Since the dawn of digital advertising, marketers have used video advertising for upper-funnel brand awareness and search advertising for lower-funnel direct response. 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