Following lockdown, many shoppers got comfortable buying online while existing online buyers started purchasing even more on the internet. Online shopping is booming! Some major brands, like Zara, have taken note and are closing numerous physical stores to redirect larger budgets toward e-commerce. YouTube is now working to make videos "more shoppable" and is currently testing a product list, in catalog form, displayed below a Shopping ad while it plays.
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According to YouTube, the number of advertisers using TrueView for action (performance-driven ads with calls-to-action) grew by more than 260% last year. The platform is now looking to bring a product selection directly into these ads.
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Google's goal with this new format is to help businesses build a stronger presence in e-commerce. When a video ad plays, users click on an expand arrow in a TrueView for action banner and a product selection appears below the video. The space directly underneath is replaced by a product feed and a large blue "Buy Now" button.
This test essentially merges the TrueView for action banner with the product listings from TrueView for Shopping Ads. All you need to do is sync your Google Merchant Center feed with your video ads, and you can visually expand your call-to-action button with your top-selling products to drive traffic to the product pages that matter most. Once the ad ends and the video begins playing, users can return to the storefront at any time via the top ad banner. YouTube says it is still "experimenting" with this product listing format.
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And that's not all
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YouTube is also launching new "video action campaigns" that will provide "a simple and cost-effective way to increase conversions on YouTube."
Video action campaigns will automatically serve "action-driving" video ads across YouTube's home feed, watch pages, and Google video partners, all within a single campaign. This will free up time so you can focus on strategic initiatives, such as crafting messages and creatives tailored to your audience.
In addition, Google notes that it is also adding YouTube to its Google Ads attribution reports, giving you a clearer picture of how to allocate your advertising budget to maximize performance across the different options.
You can learn more about the latest Google/YouTube ad updates by clicking here.
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Would you like support with YouTube, or with your digital marketing strategy more broadly? Feel free to reach out!
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