Google unveiled two new video ad formats for its Adwords program earlier this week: TrueView and Shopping Ads. TrueView ads have actually been around since May, although up until now only a select few advertisers have been given access to them. Shopping Ads for Video, on the other hand, is a newer format for the search engine giant and its publishers.

Adwords and YouTube

So, what are these new ad formats and how do they work? TrueView ads allow marketers to create interactive ads that are displayed within their videos. The ads look similar to Google’s Shopping feed, consisting of product names, prices, images, and more. If a viewer wants to purchase the product – or if they simply want to learn more about the product – they can click the ad portion of the video. TrueView ads are displayed as a vertical banner-like feed to the right of the video.


To put the power of TrueView ads into perspective, MediaPost reports that 57% of campaigns using this new format saw a “lift in consideration,” and 24% saw a “lift in favorability.” Using these new ad formats will almost certainly have a positive impact for retailers who sell physical products, as TrueView and Shopping Ads can be used to target specific videos, such as product demonstrations.


The other ad format that is now being offered to Adwords advertisers is Shopping Ads for Video. This format works in a similar manner as TrueView ads, displaying “product cards” within the advertiser’s video. Unlike TrueView ads, however, Shopping Ads for video feature product cards that are hidden behind the video. And in order to view the product card, the user must click a small button at the top of the video.


So, why did Google feel the need to release two new ad formats for Adwords? With the holiday season upon us, there’s no better time than now for brands to advertise on Adwords. The new TrueView and Shopping Ads seek to enhance retailers’ ability to connect with their target audience, as it places their products in a convenient interactive video format.


Of course, some retailers are hesitant to engage in video marketing, assuming it’s either too difficult and/or time-consuming. While there’s some initial investment of your time and resources required when creating videos, it’s actually easier than most people realize. One idea is to use screen capture software like CamStudio to record your mouse movements – a technique that’s particularly effective when producing tutorial videos. Another idea is to simply hit the record button on your webcam and talk about your product or a relevant subject. After creating your videos, you can incorporate TrueView or Shopping Ads for Video into them.