Retailers can use a Google Merchant Center feed to link product catalogues to direct response ad campaigns.
Google has launched new features to boost shoppable content, as announced during a Google Marketing Livestream. Product Feeds on YouTube will enable advertisers to link products to an existing video or image ad campaign and can be served during skippable video ads.
According to Google, advertisers using product feed in video campaigns experienced over 60% higher conversions. The company also announced that Target Return on Ad Spend (ROAS), a tool that allows advertisers to bid for ad space based on the highest ROAS, is now available globally.
Moreover, a tool called Brand Extensions will allow YouTube viewers to shop on connected TVs. Nicky Rettke, director, product management at YouTube direct response says, the product feed will provide more information, be more accessible to viewers and reduce buying friction.
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