Google is rolling out product feed support for awareness and consideration of sub-types of video campaigns, the company announced on Friday. The update, which will be rolled out in the coming weeks, will allow brands to display searchable product images under their video ads for campaigns targeting “product and branding” or “brand awareness and reach”.
An example of products presented under a video ad. Image: Google.
Until now, video campaigns were the only campaign type that could be linked to product feeds from the Google Merchant Center.
How it works. When a user is shown your video ad, the box below the ad will automatically expand to show your products. Currently, products are only displayed when the user’s mobile device is in portrait orientation. By selecting an image, the user arrives at the product landing page, where he can continue the transaction.
Advertisers must add a minimum of four products to their Merchant Center product feed with a 1: 1 image for each product to display (only the primary product image will be used). See Google Ads Help for more detailed instructions on adding a product feed to your video campaigns.
Why we care. Advertisers can now make each video campaign more purchase-friendly without having to create a separate TrueView for Shopping campaign. “On average, advertisers who add product feeds to their video campaigns get over 60% more conversions at a lower cost,” said Google, citing its own internal data that compared 941 campaigns with product feeds with campaigns without them. While this new feature can help you be more efficient, it’s always important to test it for yourself to see how it will or not benefit your overall strategy.
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George Nguyen is an editor at Search Engine Land and specializes in organic search, podcasting, and e-commerce. His background is journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host and public school teacher.