Google launched its Shopping ads on YouTube a few years ago. And just a few weeks ago the Shopping ads were extended:
1. In the Youtube news feed
2. To YouTube search results
This is becoming increasingly interesting for ecommerce advertisers, who will have more options and more space to promote their products via a Shopping feed!
Youtube and videos: sales vectors!
Why is YouTube, in particular, so important for Ecommerces? Well, according to Google**, “nearly two-thirds of shoppers say online video gave them ideas and inspiration for their purchase”, and of those, “90% say they discovered new products and brands via YouTube”.
** Inspire shoppers with Gift Ideas: Check list by Google
ROI strategies for e-commerce are essential, and controlling the cost of acquiring a new customer is often the key to success. This is why product formats and the use of shopping feeds for acquisition campaigns are often the most suitable.
With its new options, Google offers merchants an additional lever.
Coupled with an appropriate audience strategy, and a bidding strategy consistent with the merchant’s objectives, the format is worth testing!
It’s an option for reaching consumers when and where they’re most likely to “webvitrine”;).
Please note that this is not Retargeting: the display of Shopping ads depends on the user’s searches and interests.
In the example above, a user doing video searches on this or that shoe or on running could be exposed to ads. And it’s the Puma brand whose ads are displayed
What other advertising formats on Youtube are suitable for Ecommerces?
1. Bumper YouTube Ads
Bumper Ads are short, unstoppable ads lasting up to six seconds. They are shown before, during or after the video selected by the user.
These ads appear on YouTube videos or on Google’s partner sites and applications.
Bumper Ads are an interesting lever for boosting brand awareness and increasing visibility among qualified audiences. It’s a good idea to use them in conjunction with Trueview and other Google campaigns.
Youtube campaign: Trueview
As the name suggests (True – View => VraieVue), these are videos that are (really;) viewed in their entirety (or almost: more than 30 second views).
Today, this format seems to be the least “risky” for Youtube, since you only pay when videos are viewed for more than 30 seconds, or if the user clicks on the ad. What’s more, you’re not charged for unintentional views.
This format can be found with:
Instream ads => shown before, during or after videos on YouTube
Video Discovery ads => shown on pages where users discover content, such as the YouTube search results page.
Google offers a number of interactive features to make the most of the Trueview format, depending on your objectives: (more details about interactive video ads on the official Google page)
Trueview for Shopping
You can also showcase products from your product feed alongside TrueView ads on YouTube. It’s a great way to use video content to enhance your YouTube marketing strategy and increase sales.
These purchase ads enable YouTube advertisers to offer products directly in partner videos.
How do True View ads for shopping work?
It’s easy to set up: just connect your Google ads account to the merchant center and choose the products you want to relay to the video.
This format is particularly effective for cosmetics brands, but also for other ecommerce players.
Objective
Maximize the profitability of media campaigns by promoting engagement with products and services
The Plus
there’s no need to create individual ads for each product.
click on the product to be redirected directly to the product sheet
a pleasant user experience that translates into a higher interaction rate
Conclusion
If you’re not sure whether your potential customers could find their way to Youtube, here are a few statistics to encourage you to work on this increasingly important platform for advertisers and retailers:
- Figures for YouTube in France:June 2019 (June 2019, source Youtube Festival, newsletter): 46 million users per month in France.
- 3rd most visited website according to Alexa, youtube.com accounts for between 3% and 4% of global page views
- More than half of all views are on cell phones
- Thanks to YouTube, 8 out of 10 French people know everything there is to know about the sport they love.
- 75% of French people say they use YouTube to learn about subjects that interest them.
- 37.5 million French people visit YouTube every month, representing 81% of the connected population.
- In France, 66% of Bumper campaigns measured generated a 14% increase in brand awareness.
Contact us :
Of course, our team will be happy to discuss possible strategies for your site and e-commmerce.
Our SEA Agency is here to help!
Don’t hesitate to give us a call at +33183819060 or send us an e-mail at contact@adenab.com.
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