Bringing search intent to video: Google extends custom intent audiences to YouTube, launches TrueView for Action ads

Bringing search intent to video: Google extends custom intent audiences to YouTube, launches TrueView for Action ads

Nicky Rettke, group product manager for YouTube ads, announced the extension of custom intent audiences to YouTube and a new ad format called TrueView for Action. Bringing search intent to YouTube Advertisers first became able to use data from signed-in Google users for ad targeting on YouTube in January 2017. The extension of custom intent audiences to YouTube means advertisers can reach people on YouTube who have recently searched particular keywords on Google.com. To use custom intent audiences on YouTube, advertisers will set up a video campaign in AdWords and add keywords related to their products or services that their prospects are likely to be searching during their research. TrueView for Action ads for direct response That leads to YouTube’s other announcement of the day: the unveiling of TrueView for Action ads. With TrueView for Action ads, advertisers can customize calls to action that will appear along with their video ads on YouTube. On mobile, the ads appear below the video and persist even after the video ad ends or is skipped while the host video plays. Like all other TrueView in-stream ads, TrueView for Action ads can be skipped after five seconds. ClassPass tested custom intent audiences and TrueView for Action ads with campaigns aimed at reaching people who set fitness- or health-oriented New Year’s resolutions. Both custom intent audiences and TrueView for Action ads will be rolling out to accounts soon.

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Google unveiled two features designed to improve direct-response advertising performance on YouTube — beyond e-commerce and Shopping ad formats — at SMX West in San Jose, California, Tuesday morning.

Nicky Rettke, group product manager for YouTube ads, announced the extension of custom intent audiences to YouTube and a new ad format called TrueView for Action.

Bringing search intent to YouTube

Advertisers first became able to use data from signed-in Google users for ad targeting on YouTube in January 2017. The extension of custom intent audiences to YouTube means advertisers can reach people on YouTube who have recently searched particular keywords on Google.com.

Google introduced custom intent audiences to the Google Display Network (GDN) in November. They allow advertisers to build audiences based on data from their campaigns, websites and YouTube channels.

To use custom intent audiences on YouTube, advertisers will set up a video campaign in AdWords and add keywords related to their products or services that their prospects are likely to be searching during their research.

Those people can then be reached with ads as they watch videos on YouTube. Targeting is based simply on users having performed particular searches on Google.com.

“For example, an airline could reach people on YouTube who recently searched Google.com for ‘flights to Hawaii,’” Rettke said.

Custom intent audiences for YouTube are available exclusively in the new AdWords interface.

TrueView for Action ads for direct response

That leads to YouTube’s other announcement of the day: the unveiling of TrueView for Action ads….

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