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Virtual Make-up comes to the YouTube MastheadOctober 15, 2019Seeing your product in action helps convert customers eager to try before they buy. This is especially true for beauty brands. Now with the help of augmented reality, trying on lipstick, once only possible in-store, can be done virtually on YouTube. At the Cannes Lions Festival of Creativity this year, we introduced AR Beauty Try-On, which lets viewers virtually try on makeup while following along with YouTube creators using front-facing smartphone cameras. We made AR Beauty Try-On available first through an alpha with FameBit by YouTube, Google’s in-house branded content platform. Today, we are announcing that AR Beauty Try On is available to brands globally in a beta with YouTube Masthead and TrueView video discovery ads. Using this new AR feature, beauty brands will be able to offer realistic, virtual product samples that work on a full range of skin tones, to YouTube’s 2 billion monthly active users, delivered via the YouTube Masthead or TrueView Video Discovery video ads across IOS and Android, and measure their engagement. The Masthead and Trueview Discovery Video ads represent a unique opportunity for advertisers to showcase their brands in the YouTube home feed across devices. Through YouTube’s AR Beauty experience, consumers can browse, virtually try on, and shop for makeup directly. Once viewers tap the mobile Masthead or Trueview Video Discovery ad and enter the watch page, they can use front-facing smartphone cameras to see how new shades of lipstick look with their skin tone and facial features, and even purchase the products from the video. Brands like NARS, a leading cosmetics company, are using AR Beauty Try-On to deliver a more engaging experience that lets users try on different shades of lipstick in real-time. As one of the first brands to run TrueView Discovery video and Masthead ads with the Beauty Try-on feature, NARS has reached over 20 million people to-date in the US, UK, Canada and Australia with the activation. For those that have engaged within the experience, on average they try on more than 2/3 of the 24 lipstick shades featured. That's over half a million shades in total tried on to-date. GIF from NARS AR Beauty Try On Masthead ad Contact your Google sales team for more details on this feature. Posted by Samantha Weissman, Product Manager, AR BeautyRead more- 5Reach your ideal customer on Google SearchOctober 14, 2019Our commitment to transparency We believe everyone should be able to understand and control their ad preferences. Tools like Ad Settings allow users to easily update how their ads are personalized, or opt out of ads personalization altogether. We also recently announced new tools that provide even greater visibility into what data is used for ads personalization and by whom. Read our personalized advertising policy to learn more about our standards for what data may be collected as well as which interest categories we do not permit advertisers to use on our platforms. Reach your ideal customer on Google Search People turn to Google Search for inspiration, to explore interests, and find the things they care about. To show up and be useful in moments when they need help, it’s important to understand what matters most to them. Over the coming weeks we're rolling out two new ways to reach your ideal customer on Google Search: affinity audiences and seasonal event segments for in-market audiences. Engage people who are passionate about your products Consumers increasingly expect ad experiences to be useful, personal, and frictionless. That requires knowing who your audience is and understanding what they want and what they’re passionate about. Affinity audiences helps you raise awareness and drive consideration among people who have a strong interest in your products. For instance, let’s say you sell camping gear. To reach avid campers, you can pair an affinity audience like “Outdoor Enthusiast” with generic camping keywords. By adding this additional audience layer, you can reach people who are not only searching for camping products, but are also passionate about the great outdoors. Volkswagen, one of the world’s largest auto manufacturers, used affinity audiences to achieve a 250% increase in conversion rate when compared to its non-audience traffic. Reach the right people at the right time Whether you want to grow your sales or build your brand, it’s important to not only know who your audience is, but also where they are on their path to purchase. In-market audiences are a great way to reach consumers who are actively researching or comparing products and services. With the holiday season right around the corner, new seasonal event segments for in-market audiences on Search and YouTube are ideal for reaching people with timely offers. For example, Toyota used the Black Friday and Christmas segments to focus on shoppers actively looking for their next car. By using these segments the brand saw a 67% increase in conversion rate and a 34% reduction in cost per conversion. You can find these new audiences in the Ads UI in the coming weeks. Learn more about adding audiences to your Search campaigns in the Google Ads Help Center.Read more
- 6Set conversion actions at the campaign level for video adsOctober 8, 2019A conversion action is a specific customer action that you’ve defined as valuable to your business, such as a newsletter signup or a purchase. These actions can be included in the “Conversions” column, which is used to evaluate performance and optimize bids. For Search and Display campaigns that have specific budgets for different marketing goals, you can override the default, account-level setting by selecting which conversion actions you want to optimize for at the campaign level. Starting today, this campaign-level setting is now available for Video campaigns. If you want to optimize a campaign for multiple conversion actions, place them into a “Conversion actions set”. These can be applied across other campaigns that share the same marketing goal. To learn more about how to select conversion actions at the campaign level and create conversion sets, visit the Google Ads Help Center. Posted by Tal Akabas, Product Manager, Search AdsRead more
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