Google Wants Your Video Advertising: Exclusive

Like Google+, the AdWords for video component will become another main influence in how Google prioritizes its search results. Basically, if you have a promotional video, Google will prioritize your business higher than your competitor across the street that hasn't created a promotional video.

In an exclusive, Singh shares more details about the AdWords for video program.

Why should small businesses be in the video promotional space?

Singh: We think of it as a great match between what small to medium-sized businesses are looking for and what we're looking for our users and content on our site. For small and medium-sized businesses, it offers an opportunity for them to play big and build a business on YouTube

Typically small businesses face challenges as they're trying to think about how to get discovered and get business in the door. They try to think about different ways to advertise. Really the barrier to entry here is quite low for small businesses. All you really need is a video ad and you can get up and running in a few minutes. You can build out a home on YouTube to the point where you may not even need your own website. And then obviously generate sales from that audience.

(YouTube also offers a template to help businesses create promotional videos called My Business Story.)

It's a huge opportunity for us to reach and provide value to these advertisers, while at the same time increasing the amount of diversity of advertising we have on the site. ... If we have lots of different ads to choose from then we can more effectively connect the right ad to the right user.

What is the difference between large and small advertisers?

Singh:While we benefit from a sales team that can help us reach our customers, some smaller businesses come to us on their own as opposed to us reaching out. That requires our tools and our messaging to be very optimized for an advertiser to get started on their own. And so we built out these tools that are very streamlined and simplified really so that an advertiser could get started in a minute. ... The idea being that all they really need is a video and an understanding of how much they're willing to spend and who they want to reach.