Shopping for items you see in video ads will soon be more convenient, as Google’s shopping ads are coming to YouTube.
A New Way to Promote Products with Videos
The search giant’s very successful product listing ad format will come to the popular video hosting site through the “TrueView for shopping” feature. This is a new way to promote products with videos, which aims “to connect the dots between the moment a person watches a video and the moment they decide to make a purchase,” Google explains in their announcement.
The new YouTube ads use Google Shopping’s technology and infrastructure, and are built on the video streaming site’s card platform introduced in March.
“Thanks to the first-ever integration of the Google Merchant Center into video ads, advertisers need only connect their campaign with a Merchant Center feed to dynamically add products to their in-stream videos, customized for each user through contextual and audience signals like geography and demographic info.”
The ads display as an overlay alongside retailers’ video ads both on mobile and desktop. It’s not a buy button, however—YouTube won’t facilitate the transaction. Clicks on the ads will take users straight to the merchant’s website.
TrueView for shopping will be available in AdWords in the coming months, but advertisers with a Google account manager can start using the new feature today.
Videos are still a ‘Must-Have’
This new feature supports Google’s statement that videos are a “must-have for successful mobile marketing. Brands that were part of the search company’s early tests of TrueView for shopping saw strong results when it comes to boosting interest and sales.
“Online home goods retailer Wayfair, for instance, saw a 3X revenue increase per impression served when compared to previous campaigns. And beauty retailer Sephora took advantage of this new ad format to drive +80% lift in consideration and +54% lift in ad recall, and an average view time of nearly two minutes.”
TrueView for shopping is just another reason you should improve your Google AdWords campaigns.
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