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YouTube Ads

YouTube may be one of Google’s largest platforms, but it gets treated a bit like the black sheep when it comes to Google’s ad services. Targeting has been limited compared to typical AdWords options, and ad options have been built around desktop functionality first.

This is all starting to change, as Google says it is rolling out several updates aimed to make advertising on YouTube better on both mobile and desktop. The announcement also mentioned that over 50% of YouTube videos are now happening on mobile, which likely motivated the change in how they think about ads on the platform.

Target Advertising

Google is now allowing YouTube ads to utilize information associated with users’ Google accounts like their search history, demographic information, and whether the viewer has engaged with an advertiser in the past to better target who sees your ad.

More Focus on Mobile

In response to the increasingly mobile viewership of YouTube, Google is shifting away from a desktop-first mindset. To do this, they are moving from using cookies and pixels because they were not designed for targeting users on YouTube’s mobile, TV, and set-top box apps. The hope is to make tracking and ad functionality more accurate across all devices.

Better Control of What Ads You See

Not all of the new changes are limited to advertisers. Google is also introducing the option for users to device what ads they see on both Google and YouTube from one location. For example, if a user mutes a specific advertiser in Search, the advertiser will also be muted for the user when they watch videos on YouTube.

GoogleAdWords

Online shopping isn’t always a static process. Shoppers often hop from device to device freely as they browse and ultimately purchase. In fact, Google says 61% of internet users and over 80% of online millennials begin shopping on one device but finish their transaction from another.

To help you better keep track of these customers as they progress throughout your sales process, Google is making cross-device conversions more prominent in their online reports.

Introduced three years ago, cross-device conversions is finally becoming a default feature included in the Conversions column. According to Google, this will help businesses get the most complete view of their conversions possible and improve your ability to measure the full value of mobile ads.

Google also says that advertisers who have already gotten access to automatic cross-device conversion tracking have generated an average of 16% more conversions overall.

Beginning on August 16th, Google will make cross-device conversion a default feature listed in conversion reports.

As a business advertising on Google, this means you’ll gain easier access to information about how your ads are performing across all devices. That means you’ll be able to quickly see whether your mobile or desktop ads are failing to perform. You can also see what devices your customers are most likely to use throughout the sales process and better cater your ads and sales process to their needs.