To stay ahead of the curve we need to adapt to constant alterations across key digital media platforms, let’s look at the top 5 latest updates on Search Engine Marketing and YouTube

(1)  YouTube Masthead now available on TV screens

After a successful test campaigns in select markets, the YouTube Masthead is now globally available on TV screens for all advertisers to buy on a CPM basis. It can be purchased as part of a seamless cross-screen buy that runs on mobile, desktop and TV screens or as part of a single-screen only buy that runs just on TV Screens.

(2)  Elevate your video campaigns with new extensions for YouTube ads

To help improve interactivity on YouTube, these new extensions make it easy for customers to take action. This information appears directly alongside your video ad.

Later this year, call-to-action extensions, which are currently available for TrueView in-stream and non-skippable video ads, will also become available for 6-second bumper ads. Even when your primary objective is to drive reach, awareness or consideration, this launch will make it easier for viewers to take an action, like visiting your website, after seeing your ad.

Additionally, TrueView for action ads will continue to expand its portfolio of call-to-action banners with new features that drive greater clicks and conversions for your campaigns. Sitelink extensions are currently in beta testing and will be generally available for all TrueView for action ads in the coming months. In a beta test that Google conducted with 30 United States advertisers, adding sitelinks resulted in 23% more conversions and 50% more clicks.

(3) Connect with customers faster using lead form extensions (beta)

Before making a purchase, customers often want to contact the brand to receive more information, but filling out forms can be difficult on mobile. Lead form extensions on Search simplify the form fill process to generate quality leads for your business.

Lead form extensions capture interest when potential customers are searching for your company, products, or services on Google. A fast, mobile-optimized experience makes form submission easy and eliminates the extra step of navigating to your mobile site lead form.

Users who are signed in to their Google account can tap a call-to-action such as “Get quote” or “Apply now” directly from your lead form extension

(4) Virtual Make-up comes to the YouTube Masthead

Seeing your product in action helps convert customers eager to try before they buy. This is especially true for beauty brands. Now with the help of augmented reality, trying on lipstick, once only possible in-store, can be done virtually on YouTube

At the Cannes Lions Festival of Creativity this year, Google introduced AR Beauty Try-On, which lets viewers virtually try on makeup while following along with YouTube creators using front-facing smartphone cameras. It made AR Beauty Try-On available first through an alpha with Fame Bit by YouTube, Google’s in-house branded content platform.

Google announced that AR Beauty Try On is available to brands globally in a beta with YouTube Masthead and True View video discovery ads.

(5) Improving call quality with a new look for call-only ads

Call-only ads make it easy for customers to call your business directly from mobile search results. To improve the user experience and drive more high-quality calls to your business, Google updated the call-only ads unit layout. Now your business name and headline will show directly below your phone number, along with a larger phone icon

Source: Support.google