This week Google is introducing a new feature called TrueView for shopping that makes it easy for viewers to get more information on products and also click to buy them.
Video ads in TrueView for shopping, give merchants a platform to showcase product details and images, as well as give consumers the ability to click to purchase from a retail site.
How will it work? Advertisers need to link their video campaign with a feed in Merchant Center and set up cards, then products are dynamically added to their in-stream videos based on standard TrueView targeting features. These features include contextual and audience signals such as topic areas and geography. You can also use dynamic remarketing to show ads for relevant products to that potential consumers had previously viewed.
Choosing Your Own CTAs
Advertisers will have some control over the details that display in the product ads, including the calls-to-actions (CTAs). You will have the ability to choose different CTAs for desktop ads vs. mobile ads.
Product ratings and merchant promotions are not available in TrueView for Shopping with this launch. Google stated it has nothing to share about if those features might port over to YouTube.
Could This Improve Your Conversion And Branding Metrics?
In an early test, Wayfair saw a 3X revenue increase per impression served when compared to previous campaigns. While Sephora saw an +80% lift in consideration and +54% lift in ad recall, and an average view time of nearly two minutes.
Advertisers can contact their Google rep today to get started.