Apparently, there’s a new way to promote your products with video. Google brings you the latest update, which is ‘TrueView for shopping’.
Consumers all over the world are watching millions of YouTube ads or videos to get things done. Others may be watching product reviews, and some are learning how to bake. Google actually calls this behavior as micro-moments. It’s when people turn to their desktops or handheld devices to learn more, make a decision, or purchase a product.
WHAT IS TRUEVIEW FOR SHOPPING?
According to Google, TrueView for shopping is a feature that aims to connect the momentwhen a person watches a video and when they decide to make a purchase. It will be easier for viewers to get more information on products, and click to buy.
TrueView for shopping allows marketers to showcase their product details and images. A viewer, on the other hand, gains the ability to click to purchase from a brand or retail site all within the video ad. It’s digital advertising at its finest.
TRUEVIEW FOR SHOPPING FEATURES
Because 50% of views on YouTube come from mobile devices, Google has made it sure that TrueView for shopping works seamlessly across mobile phones and tablets. It’s the first-ever integration of the Google Merchant Center into video ads.
With TrueView for shopping, advertisers can scale the manual process of connecting individual products with individual videos. To add products to their in-stream videos, advertisers just need to connect their campaign with a Merchant Center feed. Afterwards, they can customize for each user through contextual and audience signals like geography and demographic info.
TRUEVIEW FOR SHOPPING ADVANTAGES
Following the announcement, industry experts are encouraging retailers to take advantage of Google’s Shopping ad feature. They can capitalize on an opportunity to get their products in front of nearly 1 billion YouTube users.
Ad Format. Retailers will have some flexibility over format including what call-to-action to display, such as ‘click-to-shop vs. ‘shop now’, etc. They can also decide whether or not to display prices in the ads.
Targeting. Retailers can use these as remarketing campaigns if they want, since GDR audiences can be included in these campaigns. You can reach new customers, wherein YouTube/Google will use their own demographic info about the viewer.
SET UP GOOGLE SHOPPING ADS
The question is how to set up YouTube advertising for shopping. Integration is fairly simple for retailers. One needs to set up a TrueView campaign within AdWords, link their Google Merchant Center account, and let YouTube will handle the rest.
This new platform is said to be not only beneficial for advertisers and consumers, but also for Google. While TrueView ads were billed based on views, a viewer clicking on the shopping ads will charge the advertiser.
Before, viewers had to watch the video and then make the conscious step to search for the showcased product elsewhere on the web, in order to make a purchase. Now, YouTube TrueView for shopping provides a new way for advertisers to promote their products via online videos.
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