Now Google lets you run Shopping ads on YouTube

What You Should Know About The Latest Changes to Merchant Center Before the Holiday Season!

In the last several weeks, Google has announced several major changes ahead of the holidays that have positive implications for Ecommerce advertisers. 

These updates include cart data reporting, multi-country automated feeds, user-generated images in product reviews, and other updates to Merchant Center that affect your ability to reach the right potential customers with the right ads at the right time. 

Earlier this week, another update was revealed – Google rolled out Shopping ads on YouTube! In their blog post, they revealed several ways they are seeking to make YouTube “more shoppable.”. You can now advertise your products or services directly in the YouTube home feed following a search. As new ad formats go, this is a pretty big deal considering that watch time for “holiday shopping” videos on YouTube has more than tripled in the last two years. These ads display below the search bar, before the video results, or as a carousel between videos on the homepage. For example, if you sell basketball shoes, and someone searches for best basketball shoe reviews on YouTube, your ad may appear above the review videos. Ads are shown based on interest. 

Remember that Shopping ads perform differently than search ads, and you can’t advertise by bidding on a specific keywords. These YouTube Shopping ads are no different. Google will serve your YouTube Shopping ads to relevant users by relying on your product’s details and information. (Sidenote: This is why it’s critical to make sure your Merchant Center and product feed is set up and managed correctly. If you don’t give Google the right data, it won’t put your ads in front of the user you want to see them.) 

If you’re already opted in to YouTube and Discover on the Display Network, you can run these YouTube Shopping ads immediately. 

Google also said that it will be rolling out sitelinks for TrueView soon, giving users access to more of your landing pages right from your video ads. The company is currently testing this feature but has already reported that conversions have increased by over 20%

YouTube is one of the many social networks that is increasingly incorporating shopping into its platform. Instagram allows users to purchase without leaving the app; TikTok does as well. Pinterest has been one of the frontrunners for capturing shoppers early in their shopping journey and tracking their path to purchase. Now, YouTube is joining the club and directing users to unique products that match their intent! 

Nick Rettke, one of the YouTube Ads product managers, said “Nearly two-thirds of shoppers say online video has given them ideas and inspiration for their purchase. And more than 90 per cent of these folks say that they’ve discovered new products and brands via YouTube.” 

November – January is a critical season for Ecommerce. Take advantage of Shopping Ads on YouTube if you want to improve your targeting, expand your reach, and increase conversions! 


Do you plan on using YouTube Shopping ads? Empirical360 is a Google Premier Partner who specializes in Search, Display, Shopping, and Video advertising. We have produced over $15,000,000 in revenue for our clients and have extensive experience with Ecommerce businesses of all sizes and types. If you are curious about how our agency’s proven process of Google advertising can grow your business, contact us for a consultation!

Shea Antonucci - Author

Director of Content Marketing

Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!