Customers rely heavily on visual and interactive content to make informed buying decisions. Integrating video into your product listings helps customers evaluate critical details such as fit, texture, scale, and real-world function. These videos appear across various Google surfaces, including AI Mode, free Search listings, and Google Ads campaigns.
Providing video content is optional and free for all merchants. It doesn’t impact your product approval status. You can bridge the gap between initial customer interest and a confident purchase by leveraging these capabilities.
On this page
- Benefits of product videos
- Enhance AI and Search experiences
- Showcase your product videos in paid campaigns
- Use product videos across Google Shopping
Benefits of product videos
There are several strategic advantages with adding video content to your catalog:
- Building pre-purchase confidence: Viewing products in action helps customers answer questions about quality and fit before they check out.
- Reducing product return rates: Clear visual demonstrations set accurate expectations, which helps minimize mismatches upon delivery.
- Enriching AI-driven surfaces: Dynamic media assets give the visual proof necessary to answer complex inquiries in evolving Search experiences like AI Mode.
- Efficient content creation: Merchants can use tools like Product Studio AI to generate animations and clips without manual production costs. Learn more About generating videos in Product Studio.
Enhance AI and Search experiences
As customers increasingly use natural language and image searches to find products, Merchant Center attributes work together to build a complete representation of your inventory. By combining visual proof (supplied by your product videos) with text context (supplied by conversational attributes like question_and_answer or document_link), you allow AI Mode in Search to deliver accurate, multi-layered responses to complex customer inquiries.
Showcase your product videos in paid campaigns
The video link [video_link] attribute makes it effortless to scale your product video creative. When your Google Ads and Merchant Center accounts are linked, your product videos automatically appear in the media picker. These product videos are ready to select as you build Demand Gen and Performance Max campaigns. Based on an internal experiment, on average, Demand Gen campaigns that have at least one video ad with one video in each aspect ratio experience a 5% uplift in conversions.1
Use product videos across Google Shopping
To begin using videos across Google, follow these steps:
- Get started with the
video_linkattribute: Bring your product videos by adding thevideo_linkattribute to your data source specification or API payload. When added, your videos will appear on the “Products” page in Merchant Center. Learn more about video link[video_link]. - Connect to Google Ads: Make sure your Merchant Center and Google Ads accounts are linked so that your successfully-processed videos automatically populate your campaign asset libraries. Learn how to Link a Google Ads account to Merchant Center.
