Google combining the TrueView Ad targeting and Google Merchant Center feed, has created a breakthrough in Audience Targeting with TrueView Shopping Ads that will allow retailers to link their product feed with the video campaign, allowing retailers to target products based on the users context and profile. The integration of Google Merchant center and YouTube will allow retailers to directly target audiences based on the contextual and audience profile data as the ads that are served in-stream will depend on the users’ profile based on the audience targeting options defined by the retailer.
TrueView for Shopping makes use of the YouTube cards introduced earlier, allowing brands to prominently display and showcase the product features and benefits, with a Click-To-Buy option available within the video ad that directs the users directly to the product details page or the brand website. Retailers and Brands have the flexibility to customize the Call To Action for the Mobile and Desktop audiences.
Retailers that have tested the Ads have reported a significant increase in Revenue Per impression. Sephora a leading Beauty Brand that has tested the Ads saw an 80 percent lift in metrics for consideration and 54 percent lift in ad recall.
Five Ways For Brands To Use TrueView Ads For Shopping
Create a Contextual Video campaign such as Back-To-School and customize the video campaign for the product feed that has bestsellers and most popular products featured for the audiences based on the existing audiences profile. Align your products and bid types for products that you want to promote on priority. Depending on the metric that is important for your campaign you may choose to alter the feed to go with high revenue products in place of only the bestsellers.
Optimize your video campaigns for Keywords that are likely to target audiences that your existing audiences use for shopping related searches on YouTube. This could be different for Mobile and Desktop users.
Use Live streamed events video clipping for any collection or range of products to promote the products, with the live streamed show video clipping as the creative that will make your campaign look more authentic and give it a feel of Native Video that audiences find more engaging.
As the engagement for Mobile audiences on YouTube is higher combine your product feed which gives users a chance to view bestsellers at a glance. As applicable for Google Shopping Campaigns, Create a separate Shopping campaign and subdivide your merchandise into product groups for bestsellers or highest revenue generating products, so that you can apportion the right priority for the bestsellers.
Set up a contest to include the bestselling product in a user-generated video that can be used as a Video campaign creative for promoting your bestselling product or for building a Campaign Idea.