Author Archives: Nicky Rettke

Drive results with new direct response solutions on YouTube

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.


Shopping.gif

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.
3phones_blogpost.gif

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. 


jeep-zipcode-frame.gif

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.



1. Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020.

2. Source: Google data, US, Jan-Dec 2018 vs Jan-Dec 2019. Active advertisers count based on advertisers that had multiple TrueView for action campaigns with nonzero spend throughout the year.

Drive results with new direct response solutions on YouTube

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.


Shopping.gif

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.
3phones_blogpost.gif

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. 


jeep-zipcode-frame.gif

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.



1. Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020.

2. Source: Google data, US, Jan-Dec 2018 vs Jan-Dec 2019. Active advertisers count based on advertisers that had multiple TrueView for action campaigns with nonzero spend throughout the year.

Drive results with new direct response solutions on YouTube

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.


Shopping.gif

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.
3phones_blogpost.gif

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. 


jeep-zipcode-frame.gif

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.



1. Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020.

2. Source: Google data, US, Jan-Dec 2018 vs Jan-Dec 2019. Active advertisers count based on advertisers that had multiple TrueView for action campaigns with nonzero spend throughout the year.

Drive results with new direct response solutions on YouTube

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.


Shopping.gif

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.
3phones_blogpost.gif

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. 


jeep-zipcode-frame.gif

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.



1. Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020.

2. Source: Google data, US, Jan-Dec 2018 vs Jan-Dec 2019. Active advertisers count based on advertisers that had multiple TrueView for action campaigns with nonzero spend throughout the year.

Source: Google Ads


2019 holiday checklist: Inspire shoppers with gift-giving ideas

Whether they’re shopping for themselves or for others, 48 percent of today's shoppers say they're open to buying from new retailers during the holiday season. And increasingly, they’re leaning into videos and inspirational imagery to help them decide. Below, we’ll dive into how Google solutions can help you tap into and create shopping intent, and capture the attention of those undecided shoppers with richer, more interactive experiences

Make YouTube more shoppable 

Video has also become a favorite research tool for holiday shoppers. Nearly two-thirds of shoppers say online video has given them ideas and inspiration for their purchase. And more than 90% of these folks say that they’ve discovered new products and brands via YouTube. To tap into this shopping intent, we’re introducingShopping ads to the YouTube home feed and YouTube search results, making YouTube more shoppable and extending the reach of your Shopping campaigns. 

Shopping ads on the YouTube home feed


Shopping ads on YouTube search results

Shopping ads on the YouTube home feed (top) and YouTube search results (bottom)

Retailers like PUMA are excited to reach new customers on YouTube in advance of the holiday season to help them continue the shopping journey. “Consumers are continuing to watch more content on the YouTube platform and we want to be where they are, to reach and engage them,” said Rick Almeida, Vice President of eCommerce at PUMA Group. “This new opportunity will enable PUMA to extend our shopping strategy into a new property and inspire consumers.”

Now, people coming to YouTube to browse and research products may see visual Shopping ads, based on their interest. This means if a consumer expresses an interest in running, they could see ads from retailers that offer running apparel, like PUMA, highlighting different products and prices.  If you’re already using standard Shopping campaigns today and are opted-into YouTube on Display Network, you are eligible for this experience.

In addition, we’ve made YouTube video ads more interactive, giving viewers useful and actionable information like store location, interest forms and additional calls-to-actions to help you drive more conversions.  In the coming months, sitelink extensions will become available for TrueView for action ads. This makes it easy for viewers to navigate to additional landing pages like your holiday catalogs, your store hours, and more. In a beta test with 30 advertisers, adding sitelinks showed a 23% increase inconversions1.

YouTube Ads Sitelink Extensions

Example of how Sitelink extensions will work under your TrueView for action video

You can get started with these new extensions by heading to the extensions tab in Google Ads, and clicking on the extension you’d like to get started with. You can learn about these YouTube updates and more here.


Inspire more customers with rich imagery

In a recent Google / Ipsos study, we found that 85 percent of consumers will take action within 24 hours of discovering a product: reading reviews, comparing prices or purchasing the product—sometimes all at once! We offer multiple solutions to help you convert digital window shoppers into satisfied customers. 

Showcase Shopping ads, for example, are expanding to Google Images -- helping shoppers explore your brand and product selection. When people search for broader terms like “holiday party dresses”, they’ll see Showcase Shopping ads that group related products together, displaying a diverse range of offerings. They’re great for attracting new customers; on average, we see that about 85 percent of traffic from Showcase Shopping ads to retailer websites come from new visitors. In addition, these ads are now expanding to new search categories like beauty and electronics, when they’ve mainly appeared for apparel and furniture-related searches previously. 


UO logo.png


Urban Outfitters is one example of a retailer using Showcase Shopping ads to get into the consideration set and inspire those new to their brand. Urban Outfitters expanded their Showcase Shopping ads to 50 key categories across apparel, home decor, and beauty. Overall, they saw a 241 percent CTR lift across campaigns running Showcase Shopping ads, with 52 percent of those customers being new. Moreover, Urban Outfitters saw a 186 percent increase in sales from new customers via Showcase Shopping ads (compared to reactivated customers).

Urban Outfitters Showcase Shopping ad for beauty

Urban Outfitters Showcase Shopping ad for beauty

Scrolling through personalized feeds like news, video and social is a bigger part of today's consumer journey. And with Discovery ads (beta), you now have a new canvas to inspire hundreds of millions of people with your products as they explore their interests  across the feeds in Discover, YouTube and Gmail. 

nectar logo.png

Nectar is one brand updating its Discovery ads with holiday-focused creatives to show off its mattress line and special offers, like its free 365-Night Trial and Forever Warranty™. To drive engagement, Nectar used a variety of high-resolution image assets featuring its mattress in well-lit, realistic settings, while also highlighting promotions in its ad text. Nectar has used custom intent audiences to connect with the right customers, like consumers in the market for bedroom furniture or interested in adjustable bed frames. And during testing, the brand saw an 8% lift in total sales at a 70% lower cost-per-acquisition compared to its paid social campaigns. As a result, Nectar’s parent company, Resident, plans to roll out Discovery ads across its full portfolio of home retail brands.

Reach out to your Google account team to join the global Discovery ads beta.

Discovery Ad Nectar

A Discovery ad for Nectar by Resident as shown on Discover, YouTube, and Gmail

Ready for more tips? Tune in next week to learn how you can drive more shoppers into your local stores.


1. Compared to the same ad without sitelinks. Source: Google data, US, June 2019. Beta experiment with n=30 TrueView for Action advertisers

Source: Google Ads


YouTube Director onsite helps small businesses make video ads

Every small business owner has a story to tell—whether it's how they started out, why their product or service is unique, or why customers buy from them. Video ads are an authentic and engaging way to reach your customers and show them what makes your business unique through the power of sight, sound, and motion.

For business owners, creating a video ad to tell your story can be time-consuming, expensive, and challenging. Starting today,YouTube Director onsite is available in over 170 cities across the U.S. to help every business leverage YouTube's power and reach—over one billion users, which is almost one-third of all people on the internet.

We created YouTube Director onsite to shorten the time and cost it takes for businesses to advertise on YouTube. When you commit to spending at least $350 advertising on YouTube through Google AdWords, YouTube Director onsite will set you up with an expert to film and edit a 30-second professional YouTube video. This video service—which typically runs anywhere from about $1,000 to $5,000—is free. You’ll only pay to promote your video ad on YouTube.

how it works

Since we first launched YouTube Director onsite, we’ve produced many video ads for small businesses, saving each business countless hours of finding equipment, writing a script, and filming and editing the video. Aaron Cheney, the Marketing Director of Warmoth Guitar Products, started using YouTube Director onsite to reach new customers online. The video ad was a success with their target audience of guitar players on YouTube looking to repair or build a custom guitar. Aaron has seen a 13x return on ad spend and 130 percent increase in revenue from the video ad.


By running video ads on YouTube, you’ll reach potential customers when they watch or search for videos—and you’ll only pay when they engage with your video. With TrueView for action, our new direct response video ad format announced last week, you’ll be able to customize a call-to-action to drive the outcome that’s most important to your business, like leads or referrals.


Here’s how YouTube Director onsite works:

  1. Plan.Tell your filmmaker about your business—they’ll help you write a script and plan your video.

  2. Shoot.Your filmmaker will come to you to shoot your video. After, they'll edit the film and deliver the final cut in approximately 7-10 days.

  3. Advertise.A Google advertising expert will help you set up your video ad so you can reach the right customers for your business.

We’re passionate about making video advertising possible for every business and helping businesses like Warmoth Guitar Products reach more customers. Be one of the first to try YouTube Director onsite in your city by scheduling a shoot with your filmmaker today.