Video PLAs

After running a number of video ad campaigns for an ecommerce client, we noticed that while our view rate was strong (nearly 33%), we didn’t see these views translate to sales. Sure, these video ads were great for branding, but at SEOM, we strive for results. Read on to discover how conversion rates skyrocketed.

Client:  Jofit, a clothing retailer specializing in women’s golf apparel
Goal:   Leverage video ads to increase sales
Strategy: TrueView for Shopping

What is TrueView for Shopping?

You know those videos you have to sit through (or wait for the “Skip” button to appear) before you get to your desired video content?  That’s TrueView in-stream. TrueView for Shopping kicks this up a notch by allowing the advertiser to pull in desired products from their Merchant Center. So while the video is playing, we can showcase the products related to the video, including the price and link to that product page.

TrueViewforShopping

Targeting

We took our most successful TrueView video campaign and duplicated the targeting and the creative, so the only difference between the TrueView for Shopping campaign and our original was incorporating the product that was showcased in the video – a pair of running shorts.

Our audience targets included:

Customer Match – our client’s database of email addresses (newsletter subscribers and past purchasers)
Remarketing – users who have been to the website in the past 30 days
Interests > Running Enthusiasts

Results

The results speak for themselves:

Campaign View Rate CTR Conversion Rate Cost per Sale
TrueView 11.38% 0.08% 0.16% $26.82
TrueView for Shopping 13.68% 0.32% 1.31% $10.69

 

By featuring a product with the video, we saw a slight increase in view rate, a nice increase in click through rate, and a huge boost in conversion rate.  Stats like this make it a no brainer to utilize TrueView for Shopping for eCommerce clients.

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