The Capabilities of Enabling Product Feeds
Google launched a new feature that allows shoppable content. Product Feeds allows advertisers to attach products to a YouTube video or image campaign. This feature can be shown during skippable ads that appear next to or below the video.
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Retailers can set up a Google Merchant Center feed, which boosts their Google Shopping results with a product catalog that is linked to their direct response ad campaigns.
Nicky Rettke, director, product management for YouTube Performance Advertising said, “The video formats have the powerful storytelling abilities of the ad, and then they’ll see product imagery next to that. It helps to give the viewers more information about the products and make that information more accessible, and reduces friction to buy.”
According to Google, 70% of YouTube viewers have purchased a product after seeing it on the platform. Advertisers who applied Product Feeds into their video ads saw 60% more conversions at a lower cost. That’s why consumers are increasingly using YouTube as a direct shopping tool.
Compared to the previous year, in 2020 Reebok found success with Product Feeds, after seeing searches for “work out at home” increased more than 55% on YouTube.
On YouTube, the sneaker brand created a TrueView for action promotion featuring Product Feeds for its High-Intensity Interval Training (HITT) sneakers. The campaign resulted in 54% more conversions at a cost of 26% less than advertising without Product Feeds, as well as 74% more new users to the Reebok website.
There is No End to It
“We don’t see the home workout and online shopping trends going away anytime soon, so we’ll continue leveraging search trends to inform our activation strategy and media tactics,” said Jillian Acquarulo, Reebok’s performance marketing manager. “By enabling product feeds for our ads, we were able to drive new qualified traffic at a more efficient return on ad spend. That ultimately helps our bottom line and profitability, because we’re being even more efficient with marketing spend.”
Target Return on Ad Spend (ROAS), a product that allows advertisers to bid for ad space based on achieving the highest ROAS, is now available for all advertisers in video action campaigns. According to Google, Estée Lauder tested the function and experienced a 146% rise in ROAS over the post-holiday season.
With Brand Extensions, a feature that allows viewers to shop through a second screen after seeing a TV ad, YouTube has also increased shoppable content on linked TVs.
As e-commerce takes off and platforms like TikTok, Snap, and Facebook offer direct checkout features, shoppable ads and social commerce are becoming very popular. According to Emarketer, social commerce sales in the United States will increase by 34.8% to $36 billion in 2021, driving 4.3% of all e-commerce sales.
Save More Time Finding The Right Audience
Google’s new feature helps marketers link products to an existing video or image campaign ad on YouTube. When Product Feeds is activated, marketers can get more profit because of the efficiency of ad spend.
TubeSift can help you reduce the time you spend searching for monetized videos for your ad campaigns and allow you to easily reach target audiences that you know will engage with your offer.
Visit TubeSift.com to learn more.
- Google Expands Shoppable Content with YouTube Product Feeds – CampaignAsia
- YouTube Reaches more Audiences than TV from TubeSift blog
- YouTube’s Terms of Service Update, the Truth from TubeSift blog
- YouTube Introduces “Products You See In This Video” from TubeSift blog
- YouTube Ads Companion Banners from TubeSift blog