Google Begins Global Rollout of YouTube Shorts Ads

YouTube Shorts took up a long portion of Google Marketing Live Tuesday. The Google-owned video site’s short video option is now averaging more than 30 billion views per day, and Google vice president and general manager of ads Jerry Dischler revealed during the event that ads in YouTube Shorts will gradually roll out to all advertisers globally. Starting Tuesday, video action campaigns and application campaigns on Google will automatically scale to YouTube Shorts, giving brands access to people viewing short-form content. Dischler said in his keynote address Tuesday, “We are developing a full range of solutions so that you can go all in on video, at all stages of a user’s journey and on every device. To start, we’ve been experimenting with ads in YouTube Shorts since last year, and we are pleased to announce that we’re gradually rolling them out to all advertisers, around the world.” He also addressed shopping on Google search, noting that the company sees more than 1 billion shopping journeys happen across its surfaces each day. Dischler said that later this year, advertisers will be eligible to show new, highly visual shopping ads to U.S. customers, which will be clearly labeled as ads and eligible to appear in dedicated ad slots throughout the page. He added that merchants will soon be able to use augmented reality to have 3D models of their products appear directly on Google search, enabling shoppers to easily see those products in their spaces. Dischler said in his keynote, “For those moments when you’re looking to explore a topic or find inspiration, we’re transforming the search results page into an endless stream of visual ideas. So, you can browse images, articles and videos to help satisfy your curiosity online. In our new experience, we’ll have immersive and visual ads, clearly labeled as always, interspersed with the organic results when people are looking for ideas. When your ads are relevant, they’ll see your beautiful photography and your helpful product descriptions.” Google president of commerce Bill Ready added during his portion of the keynote, “If you have 3D models of the products you sell, Google can now surface them to shoppers looking for similar items, right on search. This will help brands increase buying confidence by letting shoppers visualize products in their real environment.” In the coming months, Google will add the ability for brands to promote their loyalty benefits to potential customers in the U.S., to be followed by integration with Google Ads. The company said brands will be able to use Performance Max campaigns to drive online loyalty signups across Discovery, display, Gmail, Google Maps, search and YouTube. Also generally available to Performance Max advertisers globally is the option of linking their product feeds to Google Merchant Center, enabling them to create more dynamic ads from those product catalogs by pulling product information and imagery. Google said brands that use Performance Max campaigns in their account see an average increase of 13% total incremental conversions at a similar cost per action, and it revealed more updates to the option: Brands will be able to see how Performance Max is driving incremental conversions with tools such as A/B tests.Performance Max campaigns will receive extended campaign management support in Search Ads 360 and the Google Ads mobile app.Retailers can optimize for in-store sales, store visits or local actions in order to meet store sales goals.Burst campaigns for a set time period help retailers meet in-store goals during seasonal events.New insights and explanations were added, including auction, audience and consumer insights, so brands can learn what is driving performance.Optimization scores and recommendations help brand see how their campaigns can be improved. Google will also introduce three new reports to its Insights page over the coming months: Attribution insights, which show how ads work together across Google surfaces including display, search and YouTube to drive conversions.Budget insights, which help uncover new opportunities for budget optimization and show how spend is pacing against budget goals.Audience insights for first-party data, showing how customer segments, such as those created via Customer Match, are driving campaign performance. Dischler said during his keynote, “It’s an important moment in time for our industry, with multiple seismic shifts happening all at once. Meeting with so many of you from around the world, I hear what exactly you’re up against. Privacy is becoming more and more important. People are changing how they engage with content, doing old things in new ways and doing new things entirely. Marketing is expanding onto more channels, making measurement more challenging and demanding that cross-team silos be broken down. Each of these trends is accelerating, which heightens the urgency for us, everybody in our industry, to act quickly. It will take all of us partnering and changing, together.”

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Google Begins Global Rollout of YouTube Shorts Ads

Other highlights of Google Marketing Live include the addition of 3D, AR to shopping ads on search

David Cohen

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