Here are a few pros and cons to think about when deciding whether video ads are right for you.
Pros:
Brand recognition. Videos are much better than text if you are trying to creat a brand or promote an existing brand. People remember when they see colors and shapes much better than when they see a word on a page.
Cost (when compared to TV commercials). AdWords videos are much cheaper than running a TV commercial on a respectable network, especially if you want primetime eyeballs!
Cons:
Cost (when compared to text ads). Video ads are going to cost you more than running a text PPC campaign. You can create a test ad to see the cost comparisons.
Difficult to setup. First you have to create the video. Hopefully you actually test the video on more than 2 people. Then you might need to go back and edit the video. Test again to your target demographic. Then you are ready to start a campaign.
With a text ad, you can write it, start it and then guage the response through the stats that AdWords provides.
You need to weigh the pros and cons for you individual situation. When you do that, be honest and ask questions of yourself and anyone else involved in the decision making process.
Weigh the pros and cons and if the 'pros' win, go for it!
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