arketers often think of search and video as two distinct channels that require different strategies and even separate teams. But people don’t experience them in silos at all. They use them together as critical resources on their path to purchase.
Here are three things we’ve learned about the interconnected role of Google Search and YouTube in the customer journey, how essential both are for people seeking product information, and how marketers can use one channel to influence the other.
People move through the purchase journey on their own terms, seamlessly shifting between search and video
People use video to learn more about a product
Source: Google/Magid Advisors, Global (U.S., CA, BR, U.K., DE, FR, JP, IN, KR, AU), “The Role of Digital Video in People’s Lives”, n=20,000, A18–64 general online population, August 2018.
People use search to understand the logistical and technical aspects of a product
Search, video, and your brand
Our research shows that, on average, advertisers who run YouTube video ads in addition to Google Search ads see 3% higher search conversion rates and a 4% lower search cost per acquisition compared to advertisers who run Google Search ads alone.1
What does this mean for your own plans? Since people don’t think of search and video in siloed terms, neither should you. By approaching them holistically, you’ll ensure you’re reaching people wherever they are in the journey, and you’ll get more out of both channels.
For more inspiration on how to respond to changing consumer behavior, explore how online video inspires action.
Contributor, Video Marketing at Google