Google Marketing

New Resources For Video SEO

March 18, 2023 by

As global online video consumption continues to grow, Google aims to surface video content from diverse sources across the web. We want to make it easy for site owners to get their videos indexed and surfaced on Google.

Today, we’re excited to share two new resources to help you optimize your videos for Google Search and Discover.

Search Central Lightning Talk 

In this new lightning talk, we discuss how Google indexes videos, highlight features where videos appear on Google, and share five key tips to optimize your videos for Search and Discover:

Video best practices 

In addition to the lightning talk, we also updated our Video best practices guide to clarify the most important steps you can take to help Google find, index, and understand your videos. The guide shows you how to:

We’ll continue to update this page over time with our latest recommendations, alongside our video structured data guide.

Source: Official Google Webmasters Blog

Google Marketing | Youtube Marketing

Get Your Business Ready For What Comes Next

October 6, 2020 by

Advertising Week is an event I look forward to every year—it brings global thought leaders together to find new ways we can use technology to solve business challenges. Over the past few months, I’ve had a chance to meet virtually with many of you to learn how COVID-19 is impacting your business and how partners like Google can help. I’ve been inspired by how you’re supporting your local communities and re-imagining ways to run your business. 

You’ve also shared great ideas for how we can build better solutions that help you grow your business online. Today at Advertising Week, I’m excited to share innovations that will give you new insights about changing consumer behavior and help you meet customer demand in real time through automation.

Get insights tailored for your business

Consumer behavior is constantly changing, and the pandemic has only accelerated the pace of that change. For example, Kettlebell Kings saw a surge in interest for home fitness products when communities began sheltering in place. By meeting this demand from customers, the team processed more sales in one day than they typically would have over the course of months! For Zazzle, an online marketplace for customized products, exploring search trends allowed them to identify rising categories like puzzles and outdoor games as people looked for activities to do at home. By investing in these categories, Zazzle was able to deliver on customer needs and improve campaign performance. 

These businesses are proving how important it is to stay ahead of shifts in consumer behavior in order to drive continued growth. That’s why we’re introducing the new Insights page in Google Ads to give you custom insights specific to your business. We’re rolling out the beta in the coming months and will add new information over time—including audience and forecasting insights. 

The Insights page will feature a trends section that shows current and emerging search demand for the products or services most relevant to your business. For example, an outdoor retailer can quickly take notice of rising demand for tents as consumers gear up for more outdoor adventures. And a vacation rental company might see a growing trend for cabins. Explore these trends to uncover opportunities for categories you already promote in your campaigns—as well as for new, related areas you could tap into.

You can deep dive into a trend to understand which queries consumers are searching for or the geographic locations where demand is growing the most. These trends are aggregated and anonymized across many queries and can’t be tied to any individual user. Also use the integration with recommendations to easily activate keyword, budget and bidding optimizations in a few steps. You can apply these learnings to unlock new business opportunities, like new product areas to pivot into or future promotions to highlight. 

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Keep up with consumer demand and take action in real time

Insights help you keep a finger on the pulse of changing consumer demand, and automation makes it possible to act on it in real time. To bring the full value of automation to more businesses, we’re introducing Performance Max campaigns, a new way to buy Google ads across all our inventory.

Google Ads currently offers fully-automated campaigns for app marketers, retailers, and businesses with physical locations to drive results across Google’s surfaces. Performance Max campaigns will build on learnings from those campaigns to deliver a comprehensive solution that works for all advertisers across a wider range of marketing objectives. They’ll deliver four main benefits:

1. Customer reach: Performance Max campaigns will complement your keyword-based Search campaigns, and be the most complete solution to help you drive conversions and revenue by unifying Google’s ad inventory.

2. Performance towards your business goals: Over time, you’ll be able to choose from multiple marketing objectives like online sales, new customer acquisition, and offline sales. For the first time, you’ll also be able to drive new leads across Google from one campaign. Machine learning will automatically optimize for your most valuable customers across channels. 

A new goals-first setup makes it easier to fully define your conversion goals. For example, if your objective is to generate leads, you can make sure you’re capturing both form submissions and phone calls as goals.

3. New reporting and insights: Get a deeper understanding of how machine learning is working for your business, such as which audiences and creative asset combinations are performing the best. Performance Max campaigns will also be included in the new Insights page to help you understand what’s driving changes in your performance.

4. New campaign inputs: While automation helps you drive better results, your expertise and knowledge of your business can improve how machine learning performs. Speed up the campaign learning process by specifying which audiences are most likely to convert. Combine these inputs with value rules to indicate which conversions are worth the most to your business based on characteristics like audience, location and device.

We’re still in the early stages of testing Performance Max campaigns and will invite more advertisers to join the beta next year. You should continue to use existing campaign types to meet your business goals during this important holiday season.

Reach more viewers and inspire action

As people spend more time at home, video streaming is a key area where a “new normal” is emerging.  On YouTube in particular, over 2 billion people globally are gravitating towards timely content to stay entertained, keep up with current events, and learn new skills. In the coming weeks, Video action campaigns will expand to all advertisers to help you drive more conversions from video and inspire action across YouTube and Google video partners.

People are also watching YouTube in more ways than before—for example in the U.S., over 100 million people watch YouTube and YouTube TV on their TV screen each month. Given this boom in TV viewership, we’ll continue exploring ways your ads can appear with Video action campaigns and test direct-response video ads on new surfaces like connected TVs over the next year.

Even as the world around us continues to change, our commitment to you remains the same: we’re here to help businesses of all sizes grow online and get ready for what comes next. To learn more about our latest product innovations, watch the full Advertising Week keynote.

Source: Official Google Webmasters Blog

Youtube Marketing

Build Your Brand With YouTube: New Ways To Drive Reach And Engage Your Audience At Scale

September 16, 2020 by

The digital video boom is here. As people spend more time at home and the need for relevant, fresh content is at an all-time high, the shift from linear to digital video is accelerating.

On YouTube in particular, over 2 billion people globally are gravitating toward timely content, from live entertainment like Post Malone’s livestreamed living room concerts to transformative current events like rallying cries for racial justice from creators. They are also favoring the TV screen—with watch time growing across regions. In the US for example, watch time on YouTube and YouTube TV on TV screens jumped 80 percent year over year. 

Leading brands are making the most of YouTube’s massive reach and deeply relevant content to build brand awareness, and ultimately, drive results at scale. Today, we’re sharing new ways to help advertisers achieve these goals, including expanded reach planning solutions and advanced contextual targeting—a new and better way to show up in the right contexts for your customers.

Expanded tools to drive efficient reach and fuel your awareness strategy on YouTube

More viewership and the right mix of tools to reach a growing audience means that YouTube can offer incremental reach for the same budget. In the US, our relationship with Nielsen helps advertisers find the right mix. On average, advertisers saw that shifting just 20% of spend from TV to YouTube generated a 25% increase to the total campaign reach within their target audience, lowering the cost per reach point by almost 20%, across 21 Share Shift studies we’ve commissioned from Nielsen.1 To help global marketers, we are expanding our evaluation of Nielsen’s Total Ad Ratings to the UK and Italy.

When marketers include YouTube to drive efficient reach, they are seeing it pay off in real business results. Katie Haniffy, Head of Media, PepsiCo Beverages, turned to YouTube to drive scale and extend reach of Pepsi’s “Gift it Forward” Holiday campaign. The creative, starring Cardi B, celebrated the gifting mindset during the holiday season.  “We knew YouTube had to play a critical role in ‘Gift it Forward’ as it continues to deliver strong performance across the beverage portfolio. The ‘Gift it Forward’ campaign did not disappoint—YouTube drove new brand buyers during the holiday season to the unique audience we wanted to reach.”

To help you easily plan campaign strategies that take advantage of this incremental reach beyond TV, soon we are also expanding TV data in Reach Planner to more countries, including France, Spain and Vietnam.

Additionally, if you’re looking to plan YouTube with other online video partners, we’re enabling reach planning capabilities across your entire campaign in Display & Video 360 including YouTube, auction and programmatic deals. 

Use Video reach campaigns for a simpler way to buy efficient reach across ad formats. 

Since launch, we’ve seen when advertisers combine skippable in-stream ads and bumpers into one campaign optimized for unique reach, they see higher lifts in Brand Awareness than advertisers who bought either format on its own.4  Marion Carpentier, Omni Business Leader at French men’s wear brand, Jules, says “By combining multiple formats into one campaign on YouTube, we were not only able to reach incremental audiences at a more optimal frequency compared to other video partners, but were able to drive a relative brand lift of 4.9 percent.” 

A new way to show up in the right contexts for your brand

YouTube’s ability to drive mass reach means we can also deliver scale in specific contexts that matter for consumers and your brand. To make it easier to discover the content that’s best for you, today we are announcing YouTube dynamic lineups—powered by advanced contextual targeting.

Advanced contextual targeting is the next generation of content targeting on YouTube. It uses Google’s machine learning to better understand each channel on YouTube, including analysis of video imagery, sound, speech and text. 

This allows us to create lineups5 that are scalable across content based on specific topics, cultural moments or popularity. For example, in addition to home or lifestyle lineups in most markets, you can find more nuanced choices like “home and garden” and “home improvement.” This means better access to customers with unique interests and needs—all with the brand suitability controls that are most important for your business.  

It also means you’re able to drive greater impact for your brand. A recent study conducted by Google and Ipsos in the US found that video advertising based on consumer interest and intent has significantly more impact than demo—with a 32 percent higher lift in ad recall and 100 percent higher lift in purchase intent. 

Complement your audience strategy with dynamic lineups to maximize reach.

Early adopters like OMD are seeing strong results using YouTube dynamic lineups to complement their existing audience strategies. Chrissie Hanson, Global Chief Strategy Officer at OMD says, “Using lineups powered by advanced contextual targeting delivers a more relevant and empathetic understanding of audiences. This in turn serves to drive more relevant reach and efficiencies for our customers, as part of a broader program that leverages audiences and other tactics across YouTube.” 

YouTube dynamic lineups are launching on a rolling basis starting today and will be fully available by the end of September in ten markets. They are available across both Google Ads and Display & Video 360, with more countries coming soon.

From sales to ROI—deliver the results that matter

Most importantly, efficient reach and relevant ad experiences must drive not only awareness, but also business results. Across global Marketing Mix Modeling studies we’ve commissioned from Nielsen, we’ve seen YouTube deliver the bottom line results you care about.

Check out our new awareness collection—from success stories to trends

We’re sharing a new collection of resources on our Advertising Solutions Center to help you build awareness for this new world. You’ll hear first-hand perspectives from companies like PepsiCo, Domino’s and Jules, delve into trends driving YouTube viewership and learn about our newest product innovations built to better meet your awareness objectives. We’ll continue to roll out more content on the Advertising Solutions Center in the coming weeks.

We hope these latest updates will help you build your brand for today, and create resiliency for tomorrow.

Reach out to your Google sales rep to learn more about the solutions above, including best practices on campaign set-up, how to apply for the Video reach campaigns beta and how to access YouTube dynamic lineups in your market.

Source: Official Google Webmasters Blog