YouTube has announced today at SMX West in San Jose that Google Search text ads can now be extended onto YouTube (mobile only) if you opt into the Search Partners network.
When Google Ad Campaigns are opted into the “Search Partners” network, your text ads may now appear on YouTube search results pages when a user searches for keywords relevant to your campaign. These new text ads will appear in the YouTube search results on mobile only.
YouTube said it had been testing the idea for a few months and has evidence to show that text ads in YouTube mobile search results perform similarly to regular Google Search on a CPC (cost-per-conversion basis).
Amy Vaduthalakuzhy from Google’s Video Ads team had this to say:
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
This move extends the reach of the Search Partners network considerably and is likely to be well received by advertisers.
Mark Bissoni from our specialist PPC team here at Clicky had this to say on Google’s latest move:
I like it. YouTube is a search engine, after all. People input their queries into the search bar on the YouTube homepage and, if your business offers what people are searching for, then why not show an ad?
* Image for illustration purposes only as we couldn’t find any ads running just yet!