Tag Archives: Video Ads

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


Inspire new customers in their moments of discovery

Last year we introduced Discovery ads as a new way to help people discover and engage with your brand as they scroll through their favorite content. In April, we made Discovery ads generally available for all advertisers globally. For the first time, you can reach up to 2.9 billion people as they explore their interests and look for inspiration across multiple Google surfaces—all with a single, easy-to-use campaign.

Reach more people as they browse their favorite feeds

More consumers are now finding their next favorite brand or product through a growing variety of touchpoints—in fact, 86 percent of online consumers say they're on the lookout for shopping ideas as they watch videos or explore content across the web. With Discovery ads, you can rely on Google's understanding of consumers' intent across our properties to engage these audiences as they scroll through their favorite Google feeds—no search query needed:


  • YouTube: Showcase your products on the Home and Watch Next feeds in YouTube, where over 90 percent of users say they discover new brands or products.

  • Discover:Reach hundreds of millions of consumers in the feed on the Google Search app as they explore and stay up to date on their interests.

  • Gmail:Show timely offers to shoppers as they check their inbox for the latest products and deals on the Promotions and Social tabs.

Google Discovery - UGG GIF.gif

Example Discovery ads for lifestyle retailer UGG

Drive interest and action with new audiences

Early adopters like Deckers, iProspect and MandM Direct have seen great results driving customer action with Discovery ads alongside their existing media. 

For Deckers' collection of iconic lifestyle brands, inspiring consumers to action through richly visual product experiences is fundamental to its media planning. While Deckers has traditionally relied on social media and video to engage new customers, the company worked with digital agency Jellyfish to expand on its strategy for the UGG brand's 2019 holiday season.

UGG-LOGO_black (1).png

UGG used Discovery ads to promote its holiday gift guide, connecting with fashion-forward shoppers open to trying new products while scrolling through their favorite Google feeds. The global lifestyle brand repurposed high-quality images from social campaigns, featuring popular products like its Classic Short Boot and Men's Neumel Chukka. As a result, UGG saw a strong increase in the quality of its website traffic and a revenue return ten times its original ad spend. Deckers now plans to implement Discovery ads across the rest of its brand portfolio, including HOKA and Teva.

"We're very pleased with our performance on Discovery ads," says Richard Russell, VP Omnichannel Marketing at Deckers. "They've helped us build on our omnichannel strategy—we're driving action with our ideal customer across even more of their purchase journey."


FINAL Logo_Iprospect.png

Digital marketing agency iProspect has also seen Discovery ads deliver success for several large brands looking to connect with new customers, including global retailers. "Since we first began testing in early 2019, Discovery ads have driven results across a wide range of verticals, from retail to education," says Gareth Cleevely, VP Head of Paid Search at iProspect. "We've seen them deliver positive performance further down the funnel with up to 48 percent lower cost-per-action compared to social ads."

Google Discovery  - MandM Direct Quote.png

An example Discovery ad for UK clothing retailer MandM Direct


Get started with Discovery ads

If you're already running media campaigns for social or video, you can get started by bringing your richest creative assets and most engaging messages over to Discovery ads. For help creating your first campaigns, visit the Google Ads Help Center. And be sure to check out our best practices checklist and creative asset guide for more tips on driving better performance with visually inspiring ads.

Source: Google Ads


Inspire new customers in their moments of discovery

Last year we introduced Discovery ads as a new way to help people discover and engage with your brand as they scroll through their favorite content. In April, we made Discovery ads generally available for all advertisers globally. For the first time, you can reach up to 2.9 billion people as they explore their interests and look for inspiration across multiple Google surfaces—all with a single, easy-to-use campaign.

Reach more people as they browse their favorite feeds

More consumers are now finding their next favorite brand or product through a growing variety of touchpoints—in fact, 86 percent of online consumers say they're on the lookout for shopping ideas as they watch videos or explore content across the web. With Discovery ads, you can rely on Google's understanding of consumers' intent across our properties to engage these audiences as they scroll through their favorite Google feeds—no search query needed:


  • YouTube: Showcase your products on the Home and Watch Next feeds in YouTube, where over 90 percent of users say they discover new brands or products.

  • Discover:Reach hundreds of millions of consumers in the feed on the Google Search app as they explore and stay up to date on their interests.

  • Gmail:Show timely offers to shoppers as they check their inbox for the latest products and deals on the Promotions and Social tabs.

Google Discovery - UGG GIF.gif

Example Discovery ads for lifestyle retailer UGG

Drive interest and action with new audiences

Early adopters like Deckers, iProspect and MandM Direct have seen great results driving customer action with Discovery ads alongside their existing media. 

For Deckers' collection of iconic lifestyle brands, inspiring consumers to action through richly visual product experiences is fundamental to its media planning. While Deckers has traditionally relied on social media and video to engage new customers, the company worked with digital agency Jellyfish to expand on its strategy for the UGG brand's 2019 holiday season.

UGG-LOGO_black (1).png

UGG used Discovery ads to promote its holiday gift guide, connecting with fashion-forward shoppers open to trying new products while scrolling through their favorite Google feeds. The global lifestyle brand repurposed high-quality images from social campaigns, featuring popular products like its Classic Short Boot and Men's Neumel Chukka. As a result, UGG saw a strong increase in the quality of its website traffic and a revenue return ten times its original ad spend. Deckers now plans to implement Discovery ads across the rest of its brand portfolio, including HOKA and Teva.

"We're very pleased with our performance on Discovery ads," says Richard Russell, VP Omnichannel Marketing at Deckers. "They've helped us build on our omnichannel strategy—we're driving action with our ideal customer across even more of their purchase journey."


FINAL Logo_Iprospect.png

Digital marketing agency iProspect has also seen Discovery ads deliver success for several large brands looking to connect with new customers, including global retailers. "Since we first began testing in early 2019, Discovery ads have driven results across a wide range of verticals, from retail to education," says Gareth Cleevely, VP Head of Paid Search at iProspect. "We've seen them deliver positive performance further down the funnel with up to 48 percent lower cost-per-action compared to social ads."

Google Discovery  - MandM Direct Quote.png

An example Discovery ad for UK clothing retailer MandM Direct


Get started with Discovery ads

If you're already running media campaigns for social or video, you can get started by bringing your richest creative assets and most engaging messages over to Discovery ads. For help creating your first campaigns, visit the Google Ads Help Center. And be sure to check out our best practices checklist and creative asset guide for more tips on driving better performance with visually inspiring ads.

Source: Google Ads


Navigating the road ahead: The benefits of real-time marketing

Changes in consumer behavior have always resulted in adjustments to marketing strategies. COVID-19 has shown how quickly consumers’ interests, expectations, and purchasing behavior can shift—and with it, an ebb and flow in demand for products and services. Despite these changes, consumer expectations for businesses and brands remain high. In fact, 78 percent of people surveyed say brands should show how they can be helpful in the new everyday life.1

Adjusting your media buying and the way your business shows up in these dynamic conditions is difficult, especially when some businesses are having to manage twice the complexity with half the capacity. Today, we’ll explore the unique role automation can play in helping you respond to the impact of COVID-19 in real time.


Get the most out of your budget

As conditions change, so do auction dynamics. Communities are in various stages of response to COVID-19 and the things people care about are rapidly shifting. This influences things like location, mobile browsing habits, conversions, and other variables that impact ad performance. It’s in this constant sea of change where Smart Bidding can help.

Smart Bidding (also available as Google Ads auction-time bidding in Search Ads 360) uses machine learning to automatically calculate bids for each and every auction. Utilizing signals like location, search query, and conversion data, Smart Bidding can optimize bids in real time to hit your performance goal even as query and conversion volume fluctuates. 

It’s important to note that unpredictable changes in conversion rates, for example: shifts in conversion cycles, cancellation or return rates, are challenging for any bid automation tool. Under these conditions, consider adjusting your cost per acquisition or return on ad spend targets to ensure the best allocation of your budget. For additional flexibility, consider shared budgets and portfolio bid strategies which are effective ways to automatically adjust bids and move spend across campaigns based on performance.


Reach new and existing customers

From flour to at-home workouts to studying at home, the things people are searching for and how they’re searching for them is evolving. It can be difficult to identify where consumers’ attention and demand is shifting while ensuring you have the right query coverage. Dynamic Search Ads are an easy way to reach customers who are searching for exactly what you have to offer. Using the content on your website, Dynamic Search Ads automatically delivers relevant ads with headlines and landing pages that are specific to the user’s query. So as consumer behavior shifts, you can ensure your Search ads are adjusting in real time to meet that demand, all while saving time.

Another way to find keyword opportunities is through the Recommendations page. "Keywords & Targeting" recommendations help you identify new trends that are relevant to your business. In fact, more than 16 million keyword recommendations in Google Ads are based on market trends alone, with new ones added every day. Consider adding keywords that are projected to drive additional traffic beyond your existing ones, or pausing keywords that are performing poorly.

Once you’ve applied the recommendations that make the most sense for your business, keep an eye on your optimization score. Each recommendation comes with a score uplift, and historically we’ve seen that advertisers who have increased their score by 10 points saw a 10 percent increase in conversions on average. You can quickly check for new recommendations using the Google Ads mobile app.


Optimization.gif

Google Ads mobile app

Show up with the right message

COVID-19 has not only disrupted business operations, like inventory and shipping, but has also impacted the way businesses communicate with customers. As conditions change week to week and community to community, it’s critical to adjust how you’re communicating and interacting with your customers at scale.

Responsive search ads and responsive display ads enable you to make updates to your Search and Display ads at scale, respectively. Using multiple creative assets, like headlines and descriptions, responsive search ads and responsive display ads automatically identify the best combination of assets in order to deliver an ad that’s likely to perform best. For responsive search ads, you can also pin critical information like modified support options or updated business hours to ensure it shows with your ads. If you're seeing an increase in call volume, or your business is operating on limited hours or staffing, call ads (formally known as call-only ads) now also include an optional “Visit website” link. This gives your customers more flexibility in how they connect with your business.

When it comes to adjusting the messages in your video ads, time and resources are limiting factors right now. Rather than starting from scratch, consider using Video Builder. It’s a free beta tool that animates static assets—images, text and logos—with music from YouTube’s audio library. You can choose from a variety of layouts based on your message and goals, customize colors and font, and quickly generate a short YouTube video.


Know what’s working

As the world moves from responding to recovering from this crisis, it’s important you have the right tools available to understand the impact of COVID-19 on your business. Over the past few weeks, we’ve introduced improvements to attribution in Google Ads to help you understand your Google media better.

A new look for attribution reports helps you quickly see how customers are engaging with your ads so you can select the right attribution model for your business. One model, data-driven attribution, uses machine learning to determine how much credit to assign to each click along the customer journey. This ensures your media strategy is accounting for changes in consumer behavior during times of crisis. And with more people turning to YouTube during this pandemic, you can use cross-network reports (currently in beta) to understand how customers interact with your Search, Shopping, and YouTube ads—including clicks and video engagements—before converting.


Helpful resources for managing your campaigns

We’ve created a single destination for product guidance and business considerations when managing your campaigns through COVID-19. You can find the full list of guides and checklists here. We’ll continue updating and adding more through the rest of the year.

In early June, we’ll also be launching The Update on Think with Google: a new video series to share the latest insights, news, best practices, and products. Enjoy this sneak peek, and stay tuned.


1.  Kantar, COVID-19 Barometer Global Report, Wave2, 50 countries, n=9,815, fielded 27th-30th March

Source: Google Ads


Navigating the road ahead: The benefits of real-time marketing

Changes in consumer behavior have always resulted in adjustments to marketing strategies. COVID-19 has shown how quickly consumers’ interests, expectations, and purchasing behavior can shift—and with it, an ebb and flow in demand for products and services. Despite these changes, consumer expectations for businesses and brands remain high. In fact, 78 percent of people surveyed say brands should show how they can be helpful in the new everyday life.1

Adjusting your media buying and the way your business shows up in these dynamic conditions is difficult, especially when some businesses are having to manage twice the complexity with half the capacity. Today, we’ll explore the unique role automation can play in helping you respond to the impact of COVID-19 in real time.


Get the most out of your budget

As conditions change, so do auction dynamics. Communities are in various stages of response to COVID-19 and the things people care about are rapidly shifting. This influences things like location, mobile browsing habits, conversions, and other variables that impact ad performance. It’s in this constant sea of change where Smart Bidding can help.

Smart Bidding (also available as Google Ads auction-time bidding in Search Ads 360) uses machine learning to automatically calculate bids for each and every auction. Utilizing signals like location, search query, and conversion data, Smart Bidding can optimize bids in real time to hit your performance goal even as query and conversion volume fluctuates. 

It’s important to note that unpredictable changes in conversion rates, for example: shifts in conversion cycles, cancellation or return rates, are challenging for any bid automation tool. Under these conditions, consider adjusting your cost per acquisition or return on ad spend targets to ensure the best allocation of your budget. For additional flexibility, consider shared budgets and portfolio bid strategies which are effective ways to automatically adjust bids and move spend across campaigns based on performance.


Reach new and existing customers

From flour to at-home workouts to studying at home, the things people are searching for and how they’re searching for them is evolving. It can be difficult to identify where consumers’ attention and demand is shifting while ensuring you have the right query coverage. Dynamic Search Ads are an easy way to reach customers who are searching for exactly what you have to offer. Using the content on your website, Dynamic Search Ads automatically delivers relevant ads with headlines and landing pages that are specific to the user’s query. So as consumer behavior shifts, you can ensure your Search ads are adjusting in real time to meet that demand, all while saving time.

Another way to find keyword opportunities is through the Recommendations page. "Keywords & Targeting" recommendations help you identify new trends that are relevant to your business. In fact, more than 16 million keyword recommendations in Google Ads are based on market trends alone, with new ones added every day. Consider adding keywords that are projected to drive additional traffic beyond your existing ones, or pausing keywords that are performing poorly.

Once you’ve applied the recommendations that make the most sense for your business, keep an eye on your optimization score. Each recommendation comes with a score uplift, and historically we’ve seen that advertisers who have increased their score by 10 points saw a 10 percent increase in conversions on average. You can quickly check for new recommendations using the Google Ads mobile app.


Optimization.gif

Google Ads mobile app

Show up with the right message

COVID-19 has not only disrupted business operations, like inventory and shipping, but has also impacted the way businesses communicate with customers. As conditions change week to week and community to community, it’s critical to adjust how you’re communicating and interacting with your customers at scale.

Responsive search ads and responsive display ads enable you to make updates to your Search and Display ads at scale, respectively. Using multiple creative assets, like headlines and descriptions, responsive search ads and responsive display ads automatically identify the best combination of assets in order to deliver an ad that’s likely to perform best. For responsive search ads, you can also pin critical information like modified support options or updated business hours to ensure it shows with your ads. If you're seeing an increase in call volume, or your business is operating on limited hours or staffing, call ads (formally known as call-only ads) now also include an optional “Visit website” link. This gives your customers more flexibility in how they connect with your business.

When it comes to adjusting the messages in your video ads, time and resources are limiting factors right now. Rather than starting from scratch, consider using Video Builder. It’s a free beta tool that animates static assets—images, text and logos—with music from YouTube’s audio library. You can choose from a variety of layouts based on your message and goals, customize colors and font, and quickly generate a short YouTube video.


Know what’s working

As the world moves from responding to recovering from this crisis, it’s important you have the right tools available to understand the impact of COVID-19 on your business. Over the past few weeks, we’ve introduced improvements to attribution in Google Ads to help you understand your Google media better.

A new look for attribution reports helps you quickly see how customers are engaging with your ads so you can select the right attribution model for your business. One model, data-driven attribution, uses machine learning to determine how much credit to assign to each click along the customer journey. This ensures your media strategy is accounting for changes in consumer behavior during times of crisis. And with more people turning to YouTube during this pandemic, you can use cross-network reports (currently in beta) to understand how customers interact with your Search, Shopping, and YouTube ads—including clicks and video engagements—before converting.


Helpful resources for managing your campaigns

We’ve created a single destination for product guidance and business considerations when managing your campaigns through COVID-19. You can find the full list of guides and checklists here. We’ll continue updating and adding more through the rest of the year.

In early June, we’ll also be launching The Update on Think with Google: a new video series to share the latest insights, news, best practices, and products. Enjoy this sneak peek, and stay tuned.


1.  Kantar, COVID-19 Barometer Global Report, Wave2, 50 countries, n=9,815, fielded 27th-30th March

Make the best of YouTube yours with YouTube Select

Helping you connect with your audience is our top priority. This is especially important as digital takes precedence in how we interact, communicate and stay connected.

To make this even easier for your brand, today we’re announcing a new global content solution called YouTube Select—a reimagination and unification of solutions like Google Preferred and prime packs. It offers more flexibility to reach the audiences you can’t find elsewhere in the content and places they choose to watch—with the confidence that your buy is brand-safe.  


More content for greater relevance at scale

Viewers say YouTube offers the most extensive video library.1 To help you find the right content for your brand, YouTube Select surfaces a diverse mix of content packages called lineups—each tailored to globally and locally relevant needs like beauty & fashion, entertainment, technology, sports and everything in between.

This year, we’re introducing a new offering called emerging lineups in the U.S. Emerging lineups provide an easy way to efficiently extend the reach of your campaigns among up and coming or niche channels, with the added benefit of brand suitability controls. 

Beyond our lineups offerings, YouTube Select can now help advertisers reach new audiences across top YouTube apps and verticals like YouTube Kids, Sports, Music and Originals with sponsorships and programs. Across markets, advertisers should work with their local teams to customize the right YouTube Select plan for their needs.


More capabilities for the TV screen, and how you buy

Around the world, people are turning more and more to YouTube on the biggest screen in their home. This shift in viewing behavior means lineups contain more TV screen inventory than ever before.

For example in the U.S., over 100 million people watch YouTube and YouTube TV on their TV screen each month.2  And according to Comscore, YouTube has a higher household reach and share of watch time than the next 3 ad-supported streaming services combined.3  

That’s why we’re introducing a dedicated streaming TV lineup as part of YouTube Select in the U.S. to help brands reach their audiences where they are watching. Streaming TV combines the best of YouTube TV and lineups content, both on TV screens. That means being able to easily reach your audience with a single, scalable offering on the big screen across the best content, including popular creators, YouTube Originals, live sports, feature length movies, timely news and more.

We also recently announced Brand Lift measurement on TV screens, which will be available globally for the YouTube app and coming soon for YouTube TV, to better help brands measure their results.

In addition to more capabilities on the TV screen, we are also bringing more choice to how you buy. Many countries, including most across Europe and Asia-Pacific, are making certain YouTube Select lineups available via Google Ads, Display & Video 360 and reservation. Connect with your Google sales team to learn more about the buying methods available in your region.


More certainty in your campaigns

With YouTube Select, you can be confident that your ad buys are brand-safe. You’ll have access to advanced brand suitability controls, as well as the option to only serve ads on videos that have been machine classified and human-verified across all lineups (lineup/market dependent).


Harriet Perry, General Manager at OMG Digital says "For Omnicom Media Group UK, the ability to build relevant and customized content plans to support the unique needs of each of our clients is critical. The YouTube Select product will allow us to achieve this, and will also provide us added controls like human verification and brand measurement. Additionally, we are excited about YouTube Select’s audience and scale on OTT/connected TV devices, which will be a core part of our overall connected TV strategy."

With more content, capabilities and certainty, YouTube Select offers an easier way for you to authentically connect with your audience at scale. Most importantly, YouTube Select helps drive real results for your business. In 2019, global lineups delivered an average awareness lift of 13 percent and an average purchase intent lift of 9 percent.4 And in an MMM meta-analysis we commissioned with Nielsen in the U.S., YouTube Select lineups had greater ROI than TV in 73 percent of MMMs that measured YouTube Select lineups, Other Digital, and TV in 2016-2018.5


Make the best of YouTube yours with YouTube Select. 

Explore YouTube Select programming on our website. Connect with your Google sales team to learn more about YouTube Select offerings and rollout timing in your region.



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

2. YouTube Internal Data, US, March 2020

3. Comscore OTT Intelligence, Oct. 2019, US

4. YouTube Select Brand Lift (formerly Google Preferred lineups), 2019, Global

5. Commissioned Nielsen MMM Meta-Analysis, 2016-2018. Base: a list of studies selected and compiled by Nielsen, consisting of all available CPG studies completed in 2016-2018 that contain YouTube Select Lineups (formerly Google Preferred), Other Digital, and TV results. This list includes 45 studies for US Brands across all CPG categories. ROI is “Retail ROI,” defined as total incremental sales divided by total media spend. Incremental offline retail sales measured for TV represents average across all TV broadcasters.

Source: Google Ads


Make the best of YouTube yours with YouTube Select

Helping you connect with your audience is our top priority. This is especially important as digital takes precedence in how we interact, communicate and stay connected.

To make this even easier for your brand, today we’re announcing a new global content solution called YouTube Select—a reimagination and unification of solutions like Google Preferred and prime packs. It offers more flexibility to reach the audiences you can’t find elsewhere in the content and places they choose to watch—with the confidence that your buy is brand-safe.  


More content for greater relevance at scale

Viewers say YouTube offers the most extensive video library.1 To help you find the right content for your brand, YouTube Select surfaces a diverse mix of content packages called lineups—each tailored to globally and locally relevant needs like beauty & fashion, entertainment, technology, sports and everything in between.

This year, we’re introducing a new offering called emerging lineups in the U.S. Emerging lineups provide an easy way to efficiently extend the reach of your campaigns among up and coming or niche channels, with the added benefit of brand suitability controls. 

Beyond our lineups offerings, YouTube Select can now help advertisers reach new audiences across top YouTube apps and verticals like YouTube Kids, Sports, Music and Originals with sponsorships and programs. Across markets, advertisers should work with their local teams to customize the right YouTube Select plan for their needs.


More capabilities for the TV screen, and how you buy

Around the world, people are turning more and more to YouTube on the biggest screen in their home. This shift in viewing behavior means lineups contain more TV screen inventory than ever before.

For example in the U.S., over 100 million people watch YouTube and YouTube TV on their TV screen each month.2  And according to Comscore, YouTube has a higher household reach and share of watch time than the next 3 ad-supported streaming services combined.3  

That’s why we’re introducing a dedicated streaming TV lineup as part of YouTube Select in the U.S. to help brands reach their audiences where they are watching. Streaming TV combines the best of YouTube TV and lineups content, both on TV screens. That means being able to easily reach your audience with a single, scalable offering on the big screen across the best content, including popular creators, YouTube Originals, live sports, feature length movies, timely news and more.

We also recently announced Brand Lift measurement on TV screens, which will be available globally for the YouTube app and coming soon for YouTube TV, to better help brands measure their results.

In addition to more capabilities on the TV screen, we are also bringing more choice to how you buy. Many countries, including most across Europe and Asia-Pacific, are making certain YouTube Select lineups available via Google Ads, Display & Video 360 and reservation. Connect with your Google sales team to learn more about the buying methods available in your region.


More certainty in your campaigns

With YouTube Select, you can be confident that your ad buys are brand-safe. You’ll have access to advanced brand suitability controls, as well as the option to only serve ads on videos that have been machine classified and human-verified across all lineups (lineup/market dependent).


Harriet Perry, General Manager at OMG Digital says "For Omnicom Media Group UK, the ability to build relevant and customized content plans to support the unique needs of each of our clients is critical. The YouTube Select product will allow us to achieve this, and will also provide us added controls like human verification and brand measurement. Additionally, we are excited about YouTube Select’s audience and scale on OTT/connected TV devices, which will be a core part of our overall connected TV strategy."

With more content, capabilities and certainty, YouTube Select offers an easier way for you to authentically connect with your audience at scale. Most importantly, YouTube Select helps drive real results for your business. In 2019, global lineups delivered an average awareness lift of 13 percent and an average purchase intent lift of 9 percent.4 And in an MMM meta-analysis we commissioned with Nielsen in the U.S., YouTube Select lineups had greater ROI than TV in 73 percent of MMMs that measured YouTube Select lineups, Other Digital, and TV in 2016-2018.5


Make the best of YouTube yours with YouTube Select. 

Explore YouTube Select programming on our website. Connect with your Google sales team to learn more about YouTube Select offerings and rollout timing in your region.



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

2. YouTube Internal Data, US, March 2020

3. Comscore OTT Intelligence, Oct. 2019, US

4. YouTube Select Brand Lift (formerly Google Preferred lineups), 2019, Global

5. Commissioned Nielsen MMM Meta-Analysis, 2016-2018. Base: a list of studies selected and compiled by Nielsen, consisting of all available CPG studies completed in 2016-2018 that contain YouTube Select Lineups (formerly Google Preferred), Other Digital, and TV results. This list includes 45 studies for US Brands across all CPG categories. ROI is “Retail ROI,” defined as total incremental sales divided by total media spend. Incremental offline retail sales measured for TV represents average across all TV broadcasters.