Google has rolled out new direct response tools on YouTube which will make a video more shoppable and it will also use automation to drive conversions which in turn will help advertisers better understand attribution.
With YouTube, marketers do have the flexibility to shift budgets and then 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,” Nicky Rettke, Director, Product Management, YouTube Ads said in a statement.
In order to help businesses establish a stronger e-commerce presence, YouTube has been experimenting with different new ways to make actionable video ads more shoppable. They have been doing so by coupling 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,” informed the company.
Not only this, but YouTube has also announced Video action campaigns which are a simple and cost-effective way to drive more conversions across the entire platform.
It aims to bring video ads that drive action to the YouTube home feed, watch pages, and Google video partners, all within one single campaign.
“To make it even simpler, we’ll include any future inventory that becomes available, like the What to Watch Next feed,” said YouTube.
YouTube has advised businesses that rely on new leads to sustain growth to add lead forms to Video campaigns. What these lead forms will do is that they will help advertisers capture qualified leads and at the same clip down on costs.
They have also added attribution reports which will provide insight into how budgets can be allocated in order to maximize across YouTube, search, and shopping campaigns.