With new features coming out, such as location extensions and calls-to-action in TrueView for Action Ads, YouTube ads have been gaining performance elements that are native to traditional Search advertising.  On Wednesday, YouTube announced at SMX West in San Jose that Search text ads can extend onto YouTube now.

The big change here is that Google is now incorporating YouTube into its Search Partners network.

This means that, when Search text ad campaigns are opted-into Search Partners, your text ads could possibly appear on YouTube search results pages when users search for keywords releant to the campaign on the video platform.  But this is happening solely on mobile.  Text ads are going to appear on just the mobile search feed on YouTube.

According to YouTube, it’s been testing this option for a few months, and on average, it has seen that text ads in YouTube mobile search results perform comparably to Google Search on a cost-per-conversion basis.

“This tells us that, even in a video context, text ads shown to the right person at the right time, matching the right intent, can be really effective at driving conversions,” said Amy Vaduthalakuzhy, Google video ads product manager.

Ad extensions are not currently supported to appear on YouTube mobile search results.

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