Google incorporates Youtube into Search Partner network because Youtube ads have been gaining performance elements native to the traditional Search ads. Marketers will have the opportunity to target an audience according to their research, their preferences and even their needs.
Search text ad campaigns that are opted into Search Partners, your text ads could appear on the Youtube search results pages. It will allow you to know and understand by which keywords people saw your campaign. Unfortunately, it is only available on the mobile search feed.
YouTube mobile search results uses a comparable cost-per-conversion as the traditional Search. It is an opportunity for marketers because it gives knowledges of the audiences and will have a positive impact on the conversion rate.
“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”.
Amy Vaduthalakuzhy | Google video ads product manager