Google is rolling out new YouTube ad extensions that are similar to extensions for search ads.
Like Google’s extensions for search ads, the video ad campaign extension invites users to take additional actions beyond traditional ad clicks.
Specifically, the YouTube Ads add-on message can be used to direct users to brick-and-mortar locations, lead generation form submissions, and other call-to-action phrases. The additional information is displayed directly below the video, as shown below:
Google also noted that call-to-action phrase extensions will be available for 6-second title ads later this year. Currently, they are only available for TrueView interstitials and non-skippable video ads.
Google says that additional call-to-action phrases for TrueView call-to-action ads will continue to expand, and the new features are expected to drive more clicks and conversions.
One of the new call-to-action extensions currently being tested is site link extensions. These extensions will allow advertisers to add relevant links to web pages under video ads.
The additional link extensions will be fully available for all TrueView call-to-action ads in the coming months. In Beta testing with 30 advertisers, we found that adding additional links increased conversions by 23% and click-through rates by 50%.
Finally, Google says that sitelinks will soon be rolled out to all interstitial ad formats purchased through Google Ads. When these extensions become available, they can be selected from the Extensions tab in Google Ads.
