Everyone Should Know How to Integrate Google Ads with YouTube Shopping
In Southeast Asia (SEA), video commerce is growing at an astonishing rate. Data from 2025 shows that audio and video e-commerce accounts for 20% of the overall GMV, a four-fold increase from 5% in 2024. What is more noteworthy is that more than 40% of consumers rely on audio and video content to make purchasing decisions. This trend not only reflects a shift in consumer behavior, but also creates new marketing opportunities for brands. As the world's largest video and audio platform, YouTube has demonstrated strong advantages in this wave of video and audio e-commerce. According to Nielsen Market Mix Model (MMM) analysis, YouTube's long-term advertising return on investment (ROAS) is 2.3 times that of other social platforms. In addition, users have extremely high trust in the content of YouTube creators. For example, in Thailand, 85% of users said they trust content recommended by Google Ads creators, which is even higher than Instagram and TikTok.
I. Key Mechanisms of YouTube Shopping
1. Shopping Link Embed
One of the core features of YouTube Shopping is that it allows brands and creators to embed product links and price information directly in videos, Shorts and live broadcasts. This feature greatly simplifies the purchasing process for consumers, allowing them to complete transactions without leaving the Google advertisements platform. For example, when consumers are watching a video about beauty products, they can directly click on the shopping link below the video to view product details and make a purchase.
This seamless shopping experience not only improves conversion rates, but also enhances users' trust in the brand. According to market research, when consumers are able to purchase products immediately while watching content, their willingness to make impulse purchases increases significantly. In addition, Google advertisements shopping also supports links to multiple e-commerce platforms, such as Shopee, Lazada, etc., allowing brands to choose the most suitable partners based on their target market.
2. Affiliate Programme
Another important mechanism of YouTube shopping function is the affiliate marketing program. Through this program, creators can tag branded products and earn commissions, while brands can automatically sync product information through Google advertisements Merchant Center, allowing creators to easily promote products in their content.
The advantage of this program is that it creates a win-win situation for brands and creators. Brands can reach more potential customers through the influence of creators, while creators can earn additional income by promoting products. For example, L'Oréal Thailand took the lead in participating in the Google advertisements Shopping Alliance program in 2024, combining Demand Gen advertising with creator content, and successfully achieved 10 times the number of views and 2 times the CPV optimization.
3. Demand Gen Campaigns
Demand generation ads (Demand Gen) are another powerful tool for Google advertisements shopping. These ads combine creator content with a brand’s product catalog to expand brand reach across YouTube’s immersive visual touchpoints.
The advantage of Demand Gen advertising is that it can accurately deliver ads to potential customers based on their interests and behaviors. For example, brands can use creators’ long videos or Shorts as ad creatives and pair them with product catalogs to enhance the visual experience. This strategy not only increases the attractiveness of ads, but also effectively reduces the cost per view (CPV).
II. Strategies and Practical Steps for Integrating Google advertisements
1. Preliminary Preparation
Before brands can begin integrating Google advertisements with YouTube Shopping, they need to complete a few key steps. First, you must set up a Google advertisements Merchant Center account and upload your product information. This step is the basis for ensuring that product information can be correctly synchronized to the YouTube shopping function.
Secondly, brands need to apply for the Google advertisements Shopping Affiliate Program. The initiative typically requires partnering with e-commerce platforms such as Shopee or Lazada to embed shopping links in creators’ content. During the application process, brands need to provide detailed product information and cooperation terms to ensure the smooth implementation of alliance marketing.
2. Advertising Campaign Design
Strategy 1: Demand Gen
Demand generation advertising is one of the core strategies for integrating Google advertisements with YouTube shopping features. This type of ad uses the creator’s film assets and pairs them with product catalogs to enhance the visual experience. For example, L'Oréal Thailand combined Demand Gen advertising with an affiliate program to achieve a 10x improvement in views and a 2x CPV.
When designing Demand Gen ads, brands should focus on the diversity and creativity of the materials. Long videos are suitable for in-depth introductions of products, while Shorts can quickly attract users’ attention. In addition, brands can also optimize advertising creatives through A/B testing to find the most effective content format.
Strategy 2: Partnership Ads
Partnership Ads is another effective integration strategy. This type of ad integrates creator content into brand advertising and links directly to the purchase page. Compared with traditional advertising, collaborative advertising can leverage the influence of creators to improve the credibility and conversion rate of advertising.
When executing collaborative advertising, brands should choose creators that match the tone of the product. For example, beauty brands can collaborate with beauty YouTubers, while technology brands are suitable to join hands with 3C review channels. This precise cooperation can not only improve advertising effectiveness, but also strengthen the brand's market positioning.
3. Data Tracking and Optimization
Data tracking is a key part of integrating Google Ads and YouTube shopping features. Brands should use TTO tools to manage multi-account budgets and conversion tracking, and regularly analyze advertising reports (including indicators such as click-through rate, conversion cost, ROI, etc.).
Through data analysis, brands can adjust bidding strategies and audience targeting to optimize advertising effectiveness. For example, if the conversion cost for a particular campaign is too high, brands can try lowering bids or narrowing the audience. Conversely, if a campaign performs well, the budget can be increased to expand reach.
III. Successful Cases and Innovative Applications
1. L'Oréal Thailand's Success Story
L'Oréal Thailand was one of the first brands to integrate YouTube shopping. The brand combined Demand Gen advertising with an affiliate program and successfully achieved a 10x improvement in views and a 2x CPV. This case not only demonstrates the potential of YouTube shopping features, but also provides valuable reference experience for other brands.
2. AI-Driven Creative Strategy
The application of AI technology in YouTube’s shopping function is also worth paying attention to. For example, Google’s “Best Phones Forever” case uses AI to generate personalized content (such as Gemini generating scripts and Imagen 2 producing visuals) to quickly respond to user interactions. This innovative strategy not only increases user engagement, but also opens up new marketing possibilities for brands.
IV. Topkee’s Google Ads Solution
Topkee provides one-stop online advertising services, helping brands integrate YouTube shopping features and increase sales. Our services include:
- Comprehensive Website Assessment and Analysis: Ensure your website complies with SEO best practices and improves search rankings.
- TTO Initialization Settings: Manage multi-account budgets and conversion tracking to achieve data automation.
- Creative Production: Combine AI technology to generate high-quality advertising materials.
- Remarketing Strategy: Design personalized advertising content based on user behavior to increase conversion rate.
- Advertising Report Analysis: Regularly provide detailed advertising performance reports to help brands optimize their strategies.
Conclusion
The rise of YouTube shopping has opened up new marketing opportunities for brands. By integrating Google Ads with YouTube Shopping, brands can more efficiently convert viewing traffic into actual sales. However, successful integration requires professional strategy and execution, and brands are advised to seek assistance from professional consultants during planning to maximize advertising effectiveness. If you have any questions about YouTube Shopping or Google Ads integration, contact the Topkee team and we will provide you with professional solutions.
