Branding campaigns on YouTube can now generate sales

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A new feature has been launched for Google Ads video campaigns: advertisers can now expose their products to all video campaign subtypes , including awareness and consideration phases.

This is great news for YouTube advertisers and will also help those who use video through Google Ads on other platforms.

The new feature opens up an opportunity to test and try to get find investor through investor database additional conversions from campaigns that were not initially focused on that.

Marketers will be able to link product feeds to a purchase CTA, even in ads set at the top and middle of the funnel.

Take a look!


Source: Google
Google's mockup shows how the product feed will appear in videos. You can learn how to include a product feed in your video campaigns here .

Get more conversions by advertising at the top of the funnel
Prior to this update, only Video Action and TrueView Shopping campaigns were targeted directly to purchase (bottom of the funnel), and could be linked to Merchant Center feeds.

In these cases, product feeds were a great addition to video campaigns, providing a relevant source of conversion for the ecommerce.


Source: Search Engine Land
TrueView for Action ads – launched last year – were YouTube's latest attempt to merge awareness and direct feedback.

What's changing now is the ability to combine video ads in campaigns that target the middle and top of the funnel with sales-oriented product listings.

Additionally, video campaigns have more placements where your ads can be shown and use In-stream video ads, unlike True View for Shopping (launched in 2015) and Shoppable True View for Action (launched in 2020).

Another update in a series of changes for YouTube advertisers
This is yet another in a sequence of relevant updates for video campaigns. Google has moved to retire True View for Action campaigns and replace them with Video Action campaigns since their launch last year. And this June, the company announced that TrueView for Action campaigns would no longer be available starting in early 2022.

True View for Action video campaigns have been a huge success since their launch, making them relevant for any PPC working with video ads while focusing on conversions, especially for lead generation campaigns.


Example of a True View for Action video ad. Source: Marketch
Video campaigns are here to stay, with a larger inventory and more opportunities to show ads in different placements, such as the YouTube Home Feed, but with the limitation of not being able to opt in without integrating with Google Partners . This can be seen as a hurdle for marketers looking for more control over their campaigns.

Ecommerce advertisers, on the other hand, will still be able to rely on the old TrueView for Shopping to drive online sales.

Use this feature to launch YouTube Branding campaigns
As marketers, we know the importance of not only investing in direct return campaigns, but also allocating a budget for a branding strategy and building the brand in the long term.

However, it can sometimes be difficult to convince other stakeholders, such as clients or directors, to invest in more than just bottom of the funnel campaigns. This update can be a good way to introduce branding video campaigns to stakeholders who may be reluctant to direct their spending to campaigns that do not focus on direct return.

The fact that these campaigns will not only strengthen your brand, but will also have an option for users to purchase directly from the ads, can be another selling point for allocating part of your online marketing budget to the upper stages of the funnel.

Set up tests and understand what works for your accounts
If you’re an ecommerce marketer and your team uses video campaigns, you probably already have Shopping and True View Shopping campaigns and the budget for them is focused on ROAS (Return on Ad Spend).

However, if you also have top-of-funnel campaigns running on YouTube for your brand, adding product feeds to those videos and checking their performance is an interesting test.

After running for a while, compare your conversions and ROAS to your regular True View for Shopping ads and evaluate how much this update can contribute to your bottom line.