Google Ads expands Checkout on Merchant to Demand Gen campaigns
Table of Contents
Google’s expanded feature brings streamlined purchasing to Demand Gen campaigns on YouTube, potentially increasing conversion rate.
Google today expanded its Checkout on Merchant feature to Demand Gen campaigns serving on YouTube In-stream inventory.
Previously available only for Performance Max campaigns and organic shopping results, this update brings the streamlined checkout experience to more advertising channels.
By the numbers. Advertisers providing checkout URLs have seen an average 11% increase in conversion value at similar CPA in their Demand Gen campaigns, according to Google data.
How it works:
- Checkout on Merchant creates an accelerated path from product discovery to purchase.
- Users can quickly add products to cart or proceed to checkout on merchant websites.
- Merchants can enable the feature through Google Merchant Center via two methods:
- Providing a URL template at the account level.
- Adding checkout link template attributes to individual products in the feed.
Why we care. This update significantly reduces friction in the customer journey, allowing users to move directly from YouTube ads to checkout on their website. With the possibility of increasing conversion value at a similar CPAs, this feature could directly impact bottom-line results while requiring minimal implementation effort.
For brands already investing in YouTube advertising, this expansion creates a more seamless shopping experience that can capture purchase intent in the moment, rather than losing potential customers in a multi-step process.
Bottom line. The expanded feature is available to all U.S. advertisers using product feeds, aims to shorten the path to purchase by connecting interested consumers directly with merchants’ checkout experiences.
Implementation guides are available specifically for general users and Shopify customers.
About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
If you liked the article, do not forget to share it with your friends. Follow us on Google News too, click on the star and choose us from your favorites.
If you want to read more like this article, you can visit our Technology category.
