Google Expands Marketable Content With YouTube Product Feeds Publicity


The pandemic has sped up e-commerce as more people opt to shop online than ever before. But with multiple channels vying to grab the attention of consumers, brands are innovating with their messages.

Google showcased a suite of new features during a Google Marketing live broadcast on Thursday, May 27, with a focus on purchasable content. One of these tools, Product Feeds, allows advertisers to link products to an existing YouTube video or picture ad campaign. Product feeds can also be shown in skippable video ads next to or below the video.

Retailers can create a Google Merchant Center feed, which feeds their Google Shopping results with a product catalog that links directly to their direct response ad campaigns.

“Video formats have the powerful ad storytelling capabilities, and then they’ll see product images alongside that,” said Nicky Rettke, director of product management, YouTube Direct Response. US Campaign. “It helps give viewers more product information and makes that information more accessible, and reduces buying friction.”

YouTube is increasingly becoming a direct purchase tool for consumers. According to Google, 70% of YouTube viewers have purchased a brand after seeing it on the platform. And advertisers who used product feeds in their video action campaigns achieved over 60% more conversions at a lower cost.

Reebok has found success with product feeds after noting searches for ‘workout at home’ increased by over 55% on YouTube after March 10, 2020, compared to the previous daily average this year – the.

The sneaker brand launched a TrueView for Action campaign for its High-Intensity Interval Training (HITT) footwear on YouTube that included product feeds. The campaign generated 54% more conversions at a 26% lower cost than ads without product feeds and attracted 74% more new users to the Reebok website.

“We don’t see the trends in home training and online shopping going away anytime soon, so we will continue to leverage research trends to inform our activation strategy and media tactics,” said Jillian Acquarulo, Head of Performance Marketing at Reebok. “By enabling product feeds for our ads, we were able to generate new qualified traffic with a more effective return on ad spend. This ultimately contributes to our bottom line and profitability as we are even more efficient with it. marketing expenses. ”

Reebok is already planning to use product feeds again later this year for the re-entry of stores, Acquarulo added.

Google also announced that the Return on Ad Spend Target (ROAS), a product that allows advertisers to bid on ad space based on the highest ROAS, is now available to all advertisers worldwide. in video action campaigns and will be available in Discovery ads later this year. . Estée Lauder tested the feature and saw a 146% increase in ROAS during the post-holiday season, according to Google.

YouTube has also increased purchasable content on smart TVs with Branded Extensions, a tool that allows viewers to shop on a second screen after watching a TV commercial.

Shoppable ads and social commerce are becoming extremely popular as e-commerce takes off and platforms like TikTok, Snap, and Facebook add direct payment functionality. According to Emarketer, social commerce sales in the United States will grow 34.8% in 2021 to reach $ 36 billion, generating 4.3% of all e-commerce sales.

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