There was a lot of buzz about video and SEO in 2013, but what about video and SEM? If paid search is one of your main sources of traffic and new customers, adding video to your landing pages can help dramatically improve the performance of your campaigns.
Using video, you can help boost critical stats on your landing pages to lower your CPC and improve your ad rank. Bing and Adwords use a similar method to determine how much you pay for different keywords, and where your ads appear on the page. This metric is known as your Quality Score, a measurement of the relevancy of your keywords, ads, and landing pages to different search terms. Search engines take these factors and your other campaign settings like budget and maximum bids into account when determining where your ads will show and how much you will pay for each click.