Prolonged store closures have forced brands around the world to recalibrate their media campaigns to focus on driving online sales. With this shift to digital, it’s become even clearer that every advertiser is a performance advertiser. 

With YouTube, marketers have the flexibility to shift budgets and invest in driving the results that matter most. As businesses begin to reopen, they have an opportunity to use video to drive both online and offline actions on YouTube, where 70 percent of people say they bought a brand as a result of seeing it on our platform.1 That’s why we’ve invested heavily to introduce effective video solutions that drive action. Last year, the number of active advertisers using TrueView for action grew over 260 percent.2 

Today, we’re making it even easier for you to inspire people to take action on YouTube with smarter solutions that make video more shoppable, use automation to drive conversions, and help you better understand attribution.

Make your video ads your new storefront

Brands are strategically using video ads when merchandising new products. Recently, Aerie needed to simultaneously drive brand love and omnichannel apparel sales for their 2020 spring campaign. They used YouTube as a full funnel solution and connected with audiences with the highest likelihood to purchase. As a result, Aerie saw strong engagement for their brand and achieved a 25 percent higher return on ad spend than the previous year—with nine times more conversions compared to their traditional media mix. 

To help businesses establish a stronger e-commerce presence, we’re experimenting with a new way to make your actionable video ads more shoppable—complementing your ad with browsable product imagery to inspire the next purchase. All you need to do is sync your Google Merchant Center feed to your video ads, and you can visually expand your call-to-action button with the best-sellers you want to feature and drive traffic to the product pages that matter. 

An easier way to drive more conversions

In addition, we know that with limited marketing budgets, it’s become harder to drive reach and convert demand at the same time. Today we’re announcing Video action campaigns, a simple and cost-effective way to drive more conversions across YouTube. It automatically brings video ads that drive action to the YouTube home feed, watch pages, and Google video partners, all within one campaign. To make it even simpler, we’ll include any future inventory that becomes available, like the What to Watch Next feed. This way you can save time to focus on strategic initiatives like crafting the right creative and messaging for your audiences.

We’ve seen Video action campaigns work for companies of all sizes, including Mos, a startup that helps students find funds for college to avoid large student debts. As a newer company, Mos was excited to test out a solution that could drive results quickly. In the last few months, Mos saw 30 percent more purchases for their service at a third of the cost compared to their previous YouTube benchmarks. 

Transform your campaign into a lead generation tool

For businesses that rely on new leads to sustain growth, we recommend adding lead forms to your Video campaigns. Lead forms help advertisers capture qualified leads while reducing costs – all without interrupting the viewing experience. Automobile giant Jeep tried this approach with their Korea branch and saw a 13 times increase in completed leads at an 84 percent lower cost per lead. With lead forms, they generated “the most leads at the most efficient cost among all ad platforms,” says Kenny Hwang, Jeep’s Korea Marketing Manager.

Plan for greater impact across different consumer touchpoints 

We often see that people switch between Search and YouTube to find new information that influences what to buy. In order to help you understand where your conversions are coming from and provide more transparency around your customer’s path to purchase, we’ve included YouTube in our Google Ads attribution reports. Attribution reports can provide insight into how budgets can be allocated to maximize impact across YouTube, search and shopping campaigns.

As businesses begin to reopen and enter into a state of recovery, we hope these new solutions will make it even easier for you to find new leads, boost web traffic or drive sales. To get started on any of these new products and features, please reach out to your Google account team and we’ll be ready to help.

Source: Official Google Webmasters Blog

14 Responses

  • We really need to try something like this to build our YouTube presence. It says “All you need to do is sync your Google Merchant Center feed to your video ads, and you can visually expand your call-to-action button with the best-sellers you want to feature and drive traffic to the product pages that matter.” How do we do that? Is it easy? You always provide the best information. Love this website.

  • Setting up a True view for actions enables marketers to optimize results on and off Youtube by adding prominent calls-to-action (CTAs), headline text overlays, and an end screen to your video ads.

  • Hi Taylor,

    During the pandemic, it has been tough to shop as I prefer to see and have the product in my hands in order to make a decision on whether or not to purchase the item. Since I was not able to do that, I had to look into other ways to get a better perspective of the item before purchasing. That is where YouTube, and the internet comes into play. I would search for reviews on the item on the internet, and some items have reviews on YouTube. The ones that are most helpful on YouTube are the ones where the package is opened in front of you, as that allows me to see what I will be seeing when the item arrives.

  • Whether branding or rebranding; video action campaigns offers a full-funnel strategy for achieving marketing objectives. It has been observed to generates more leads and conversions.

  • Our business has ramped up marketing on YouTube to meet the trends that you’ve describe here. Bigger call to action buttons equal more conversions. I’m with Sue on this one. Love the information, but it is a bit vague on what needs to happen. I’d love an infograph to complement the great information in this article. I support that YouTube is rolling out more tools for businesses to engage with their following and grow. Can’t wait to see what’s next.
    Thanks again!

  • Video action campaigns are boosting leads in muli-folds now. Making videos and search together encourage consumers to land on the action platform right away and thus create business impacts.

  • Our business has ramped up marketing on YouTube to meet the trends that you’ve describe here. Bigger call to action buttons equals more conversions. I’m with Sue on this one. Love the information, but it is a bit vague on what needs to happen. I’d love an infograph to complement the great information in this article. I support that YouTube is rolling out more tools for businesses to engage with their following and grow. Can’t wait to see what’s next.
    Thanks again!

  • Video action campaigns helped marketers to ensure budget optimization while generating more leads. The solution is customizable across platforms and getting popular each day.

  • The use of digital media has undergone a paradigm shift due to the coronavirus pandemic globally. Now every dollar spends on digital media requires calculating ROI for the marketers. Video action campaigns solution ensures more leads generation.

  • Enabling deferred deep linking gives new app users a smoother onboarding experience—from app install straight to the item they saw in the ad. This feature has proven to boost app conversion, higher mobile purchases, and an overall smooth consumer experience.

  • Creating an easy and engaging user experience is the key to sustainability. Test my site can help boost the web vitals. You can measure the app conversion from Google analytics.

  • Measuring the quality of user experience has many facets while some aspects of user experience are site and context-specific. Such core user experience includes loading experience, interactivity, and visual stability of page content, and combined these ‘Core Web Vitals’are critical to all web experiences.

  • Mobile Responsive web design can improve the user experience which will translate into a positive perception of brand and business. It can improve the conversion rate radically and provide a lasting impact on the brand adoption funnel.

  • Coronavirus pandemic has changed a lot into consumer behavior lately. Purchasing online became new normal with a preference for mobile as a convenient platform for the purpose. Now both the marketer and the developer have to marry on the fact for further developing the platform.

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