Google is bringing shopping ads to YouTube’s home feed and search results, letting advertisers tap into users’ shopping intent.

Users are increasingly turning to videos to help them decide what to buy during the holiday season, Google says, which is why it will benefit advertisers to have their shopping ads displayed on YouTube:

“Video has also become a favorite research tool for holiday shoppers. Nearly two-thirds of shoppers say online video has given them ideas and inspiration for their purchase. And more than 90% of these folks say that they’ve discovered new products and brands via YouTube.”

YouTube users will now see visual shopping ads on the home feed and when conducting searches. Shopping ads will be tailored to the interests of individual users.

YouTube to Display Shopping Ads on the Home Feed and in Search Results

Advertisers already using standard shopping campaigns are eligible to have their ads displayed on YouTube, as long as they’re opted into YouTube on Display Network.

Other Updates to YouTube & Shopping Ads

This update marks another one of several updates to both YouTube ads and Shopping ads. It was recently announced that extensions can now be displayed alongside YouTube video ads, which can be customized with various calls-to-action.

In addition, Google has expanded shopping ads to 50 new markets and rolled out new features to Merchant Center. For more information, see our coverage here.


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