Where Search Happens: Using YouTube to Find Your eCommerce Customers

With the pandemic accelerating eCommerce spending in the US by 44% in 2020, and nearly ⅔ of shoppers saying online video has given them ideas and inspiration for their purchases, it’s easy to see why YouTube advertising has presented a perfect opportunity to enhance an eCommerce brand or product’s presence and drive online sales.

Advanced and wide-ranging targeting options coupled with low CPVs help make YouTube even more appealing to eCommerce brands looking to grow their online revenue.

YouTube knows it’s value to the eCommerce world as well, with the website recently announcing it is testing automatic product detection in videos, with the goal of showing those products in a list to viewers while they are watching the video. 

As the world of eCommerce continues to be influenced by a shift to video, we’ve put together a few pointers on how you can leverage YouTube marketing to grow your eCommerce business and turn YouTube into an eCommerce platform.

Effectively Using YouTube for eCommerce

To set your YouTube channel up for success, it can help to first take the time to create a successful organic strategy, and this starts with creating an awesome channel layout and strong, SEO-optimized content.

Tuff partners and eCommerce brand, Canoe Club, have nailed their YouTube channel layout, creating a memorable aesthetic with thumbnail continuity and easy to navigate playlists, enticing user engagement.

YouTube channel for eCommerce brand.

While having a strong organic YouTube strategy complete with a content calendar and SEO-optimized YouTube content is beneficial for your channel’s growth, particularly in the long run, having a strong organic presence is not necessary to get started taking advantage of other YouTube eCommerce marketing strengths. In fact, one of YouTube’s biggest strengths for eCommerce brands is its ability to launch ads and reach a massive, engaged audience on its ad platform quickly.

Often, budget is cited as a barrier to launching video ads for eCommerce brands. But, if you believe that engaging and effective video ads are too expensive for your brand or product, you may want to reconsider this assumption. Low Fidelity video ads (to chill/study/relax to), or ads that look more like they were shot with someone’s iPhone, are all the rage. This is because savvy marketers like Tuff’s own social expert, Kristin, have learned that these videos can outperform high budget, “professional” videos when competing side-by-side. Knock down those assumptions and pull out your smartphone – it’s time to get on YouTube.

Strategies for Paid YouTube eCommerce Marketing

Once you’ve got that perfect unboxing or product-in-use video ready, you can, within minutes, get your campaign launched and views rolling in. But before launching, you should carefully consider the true goal of your YouTube campaign to determine which campaign type will give you the best chance at success. Are you hoping to increase brand awareness and introduce your product to viewers for the first time? Or are you looking to reinforce your product and re-engage shoppers already familiar with your brand to drive click-thru conversions?

To get the most out of YouTube marketing, consider these effective eCommerce strategies for your campaigns.

Introduce & Engage with Sequences

To create a top-of-funnel interest generating prospecting and awareness campaign, we teamed up with our partner, QuietKat, to develop a YouTube video sequence that would introduce the brand to new prospecting audiences with a branded-focused ad first, before highlighting purchase incentives, such as free trials or 0% financing, or other unique selling points in subsequent videos. By coupling this sequence with a strong target audience, we’ve been able warm up cold traffic and drive new, engaged visitors to the site.

Retarget to Abandoned Carts & Product Viewers

Have a large audience of abandoned carts and product viewers without purchases? Tired of spinning your wheels with crappy display placements that never seem to drive a strong enough return? 

Generally, digital marketers and eCommerce brands will first think of Google Display, Facebook, or Instagram for their retargeting efforts, but as long as you have 1,000 users in your retargeting audiences, consider warming up those audiences further by staying top of mind and driving traffic back to your site with low-cost in-stream ads on YouTube. This retargeting approach is particularly beneficial for products that are best highlighted with video vs. static display images.

Leverage TrueView for Shopping Campaigns

Similar to the recently announced but not yet live product detection algorithm discussed above, TrueView for Shopping Ads give eCommerce brands the opportunity to feature their products on cards below or to the side of the video player when running YouTube ads. This option is already available for advertisers, and is an excellent option for eCommerce brands looking to drive lower-funnel click thru conversions from their YouTube ad campaigns.

YouTube ad preview

To take advantage of TrueView for Shopping campaigns, you’ll need a Merchant Center account and product feed set up. Once your feed is set up, you’re ready to begin leveraging these interactive video ads, featuring up to 6 shopping cards on your ad at a time. These cards can also be filtered to show only the most relevant products for your ad. 

Bonus Tip

Regardless of the campaign type, the best performing YouTube ads have one thing in common – they introduce the brand and/or product within the first 3 seconds of the video. The chart below shows why this is so important. 

Even with high quality content, nearly 50% of viewers will press the “skip ad” button within the first 5-10 seconds. By introducing your brand and product within the first few seconds, you’re sure to at least get your brand name or product in front of the viewer and top of mind before they decide to continue watching or skipping to their selected content.

As shoppers continue to leverage video in their purchase decisions, the benefits of YouTube for eCommerce marketing can’t be overstated. If you’re ready to take your brand’s growth to the next level and leverage the reach and engagement of one of the world’s largest websites, let’s chat about making Tuff your eCommerce growth agency.