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Third-party video program creation

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Third-party video program creation

Google
2023

Third-party video program creation

Client: Google

Project date: 2023
Industry: Technology
Services provided: Content strategy and curation, project management, video production, automation implementation, program creation

Project overview:

Establish a strategic framework for incorporating third-party (3P) video content from external product experts into Google Ads scaled support platforms. The initiative involved identifying, acquiring, and integrating high-quality videos that can effectively enhance user understanding and campaign performance.

Project objectives

  • Pilot program foundation: Provide the groundwork for conducting comprehensive research and analysis to select relevant third-party videos that align with pilot’s goals.
  • Identify knowledge gaps and future opportunities: Acknowledge that this is an exploratory phase and actively document open questions and potential areas for further exploration
  • Enhance scaled support offerings: Leverage third-party videos to augment existing first-party support resources, providing users with additional insights and expertise from industry professionals.
  • Improve content metrics: Contribute to improved user engagement and campaign outcomes by providing access to high-quality, relevant video content.

This project represents a strategic move to diversify and enrich Google Ads’ scaled support resources, drawing on the expertise of external product experts to better serve users and drive success.

Challenge

Google Ads users face a vast ecosystem of content, where third-party (3P) video producers on YouTube hold a significant share compared to Google’s first-party (1P) content. This presented several challenges and opportunities:

  • Limited trust in 1P content: Users express lower trust in Google-generated content, perceiving it as potentially biased, and prefer user-generated content for unbiased advice.
  • Shift towards video content: Younger users, including Gen Z and Millennials, heavily favor video-based learning, with a particular emphasis in emerging markets.
  • Untapped potential of 3P content: Partnering with high-quality 3P content creators can provide value to users by curating and facilitating increased access to existing, helpful support content.
  • Business opportunity: Improving user trust through 3P content and improving content operations while reducing costs represent significant business opportunities.

This situation underscores the need to leverage the power of 3P videos to enhance user trust, cater to evolving learning preferences, and tap into the vast potential of the YouTube creator community.

Task

Before implementing a 3P video strategy, the task was twofold:

  1. Conduct a 1P and 3P video Audit:
    • Evaluate the quality and coverage of existing Google Ads 1P and 3P videos.
    • Identify potential opportunities and risks associated with utilizing this content.
  2. Determine Optimal 3P Video Usage:
    • Analyze content trends in 3P videos, known user preferences, and current educational strategies.
    • Develop a plan for how to best incorporate 3P videos into Google Ads support offerings.

The overall goal was to gain a comprehensive understanding of the 3P video landscape and develop a strategic approach to leverage this content effectively within Google Ads scaled support.

Action

I established a comprehensive process, with clear guiding principles that focused on data-driven evaluation set the stage for a successful and sustainable program that benefited users, creators, and Google alike. Action items included:

  • Designed and implemented a comprehensive process: Created a robust workflow for a 3P video content operations program, involving multiple teams and organizations. This process encompassed content selection, contributor vetting, legal considerations, and content production.
  • Established guiding principles: Defined program north stars to ensure the program focuses on high-quality user-generated content, fosters a mutually beneficial relationship between creators, users, and Google, and builds user trust in support content recommendations.
  • Onboarded external partners: Successfully collaborated with external partners to source high-quality 3P videos that resonate with the target audience and adhere to Google’s brand voice.
  • Developed integration strategies: Devised creative approaches to seamlessly incorporate 3P videos into scaled support surfaces, ensuring a cohesive user experience.
  • Implemented performance monitoring: Established a data-driven framework to track and analyze the performance of 3P videos, enabling ongoing optimization and informed decision-making.

Results

The pilot initiative yielded promising results, demonstrating the effectiveness of leveraging user-generated content within Google Ads scaled support surfaces:

  • Successful pilot program launch: Nine 3P videos were successfully published, with additional videos in the pipeline, indicating a strong kickoff.
  • Exceeded expectations & strategic insights: Achieved a notable increase in engagement and reach, surpassing initial targets, establishing future strategic implementations.
  • Best practices established: Clear guidelines were developed, particularly in areas where brand trust is crucial
  • Positive opinion of 3P video program: External partners expressed a positive view on new program, further validating the approach.

Overall, the initiative had not only delivered tangible results but also paved the way for future growth and optimization. The established best practices and positive feedback provide a strong foundation for expanding the use of 3P videos and maximizing their impact on user engagement, trust, and overall satisfaction.

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