Dive Brief:
- Google is expanding the shopping formats available in AdWords after adding TrueView for Shopping and Shopping ads on YouTube formats to the tool.
- AdWords also added a cost-per-acquisition (CPA) bidding option to app download ads.
- YouTube recently began pushing shoppable video ads in popular “unboxing” and product review videos starring YouTube influencers.
Dive Insight:
Out of beta in time for the holiday push, all AdWords marketers now have access to TrueView for Shopping and Shopping video ads on YouTube formats through the ad management tool.
A Google AdWords blog post explained that the TrueView for Shopping format creates interactive video ads that include actionable shopping cards embedded in the video ads, allowing for an easy path to purchase for viewers. Shopping ads on YouTube are designed to reach lower in the funnel, enabling shopping cards on YouTube content that features the marketer’s products.
About the TrueView format, a blog post said, “The holiday shopping season is upon us once again, and advertisers are at the ready to make sure it’s their products that fly off the shelves. And this holiday, video will play a bigger role than ever in how those products fly off the shelves. Across a wide range of brands and categories, we’re seeing the power of TrueView video for driving consumer intent in addition to driving awareness.”
YouTube has been promoting Shopping ads for two popular product-related video types – “unboxing” videos which show people opening new products for the first time, and product review videos. YouTube has been working to pair its influencer content creators with brands looking to place shopping ads on these types of videos featuring their product.
