Currently, campaigns are being totally vital for electronic businesses. They are a visually attractive option in search results for users, which is why Google is investing so much in these types of ads. They appeared in 2014, sitting in search results above text ads and typically outperforming traditional searches.
If we add to the Shopping campaigns, the great impact that video ads have on users, video ads are born on the YouTube platform. I will explain what they consist of below.
What are TrueView for Shopping?
TrueView Video Shopping Ads are TrueView video formats that can be set up within our Google AdWords campaigns. These campaigns allow us to run product listing ads alongside TrueView in-stream video ads. In this way, it allows us to bring all the content of an e-commerce to YouTube.
Here’s an example:
What is the goal of these campaigns?
With them we get the user, in addition to viewing the ad, to encourage him to buy the products that are being displayed at that particular moment.
How to set up a TrueView for Shopping campaign?
It is very simple! You have to create a new video campaign within Google AdWords and this will give you the option to convert it to a Shopping campaign. You’ll then need to link it to your Google Merchant Center feed, just like you would any other Shopping campaign.
Campaigns must meet certain rules.
- First, they and your feed will need to target the same country, and the currencies within the feed will need to match those of your source site.
- It only allows the option of making the campaigns with a TrueView in Stream ad formatthat is, you do not have the option to do them with either the Discovery video ad format or Bumper Ads
- gives us the option to select which products will appear next to the video ads, being able to use two different types of filters. On the one hand, you can choose specific products by adding the title, URL or ID associated with the product or you can create a custom filter with various combinations to display various products based on your requirements.
- In addition, it gives us the possibility to Dynamic Remarketing to advertise to users the products they have been searching for previously. To do this, you would only have to apply audience lists in the Video Targeting tab as you would any other YouTube Remarketing campaign.
Once TrueView for Shopping campaigns are set up, you will need to know that ads can be shown before (pre-roll), during (mid-roll) or at the end of video content (post-roll) and cannot be skipped if no more than 5 seconds has elapsed.
Sephora Case
One of the first companies that started using this ad format to improve their sales was Sephora. The famous company managed to triple its revenue performance, as well as an 80% increase in purchase intent and 54% recall of its ads.
How did they target the ads?
They used video tutorials to engage with YouTubers while embedding the eCommerce experience into video content using TrueView for Shopping. In this way, they connected with consumers more intimately to build brand recognition and loyalty, as well as drive conversions and sales.
Retail Opportunities
TrueView for Shopping is giving retailers an additional point of contact for consumers. Users interested in a product click on the banner and a list appears showing it, as well as similar or related products. In this way, they are providing additional information about their products and have more opportunities for their commercialization.
I encourage you to try them and tell us about your experience!
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