Most brands are unlikely to convert shoppers at the very first touchpoint.  In fact, AdRoll reported that “generally only 2% of shoppers convert on the first visit to an online store.” The other 98% of shoppers need some nurturing and multiple brand interactions before making a purchase. So how does an advertiser ensure that they are driving consumers down the sales funnel?

Remarketing is a method that many advertisers have taken advantage of to convert consumers. “In a study that evaluated various strategies in terms of the average lift in search activity generated for an advertised brand, remarketing represented the highest lift in trademark search behavior at 1,046 percent.”  In short, remarketing really works.  But remarketing alone won’t do the trick.  To achieve optimal performance and move your audience along their paths to purchase, it is critical to tell your audience a single, seamless story across multiple digital channels.  Which is why Google has created the ability to use YouTube video views and channel interactions to develop remarketing lists for those audiences in your paid search campaigns.

With YouTube reaching more daily viewers than any TV network, this is a huge opportunity for YouTube and paid search advertisers alike.   For example, with this new capability, a coffee brand with a sizable following on YouTube will now be able to deliver a tailor-made text ad to customers who have engaged with their YouTube videos or channel when they conduct a search for “best tasting coffee” on Google.   Knowing more about your customer, including their interests and which engagements they have already had with your brand, will allow paid search advertisers to build a hyper-relevant search ad experience.