SAN JOSE — With the introductions of features such as location extensions and calls-to-action in TrueView for Action Ads, YouTube ads have been gaining performance elements native to traditional Search advertising. Taking this a step further, YouTube announced Wednesday at SMX West in San Jose that Search text ads can now extend onto YouTube.
What is changing? Google is incorporating YouTube into its Search Partners network.
What does this mean? Now, when Search text ad campaigns are opted-into Search Partners, your text ads may appear on YouTube search results pages when users search for keywords relevant to your campaign on the video platform — but solely on mobile. At this point, text ads will only appear in the mobile search feed on YouTube.
Why should you care? YouTube said it’s been testing this option for a few months and has seen that, on average, text ads in YouTube mobile search results perform comparably to Google Search on a cost-per-conversion basis.
“This tells us that, even in a video context, text ads shown to the right person at the right time, matching the right intent, can be really effective at driving conversions,” said Amy Vaduthalakuzhy, Google video ads product manager.
All of the elements, such as ad extensions, of search text ads are eligible to appear on YouTube mobile search results.