Search to video and back again: Explore how customers move through the purchase journey

Megan Haller / May 2019 / Search, Video, Omnichannel

Marketers 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

Man sits on a couch with laptop. Google Search and YouTube tabs pop out. 80% of people switch between search and video when researching products to buy. +55% of people search for products on Google and then learn more by going to YouTube before they buy.

People use video to learn more about a product

Woman sits in a chair with laptop. YouTube tab pops out. Top reasons people watch a video after search: 1 See a product before they buy it or see how others have used it. 2 Learn more about a product they have in mind. 3 See credible, authentic reviews.

People use search to understand the logistical and technical aspects of a product

Woman stands behind a kitchen counter holding a smartphone. Search and YouTube tabs pop out. Top reasons people search after watching a video: 1 Compare prices or brands. 2 Find out where to buy a product. 3 Learn more about a product they have in mind.

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.

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