Recently, I discovered that Google has started adding AI-generated conversion cards at the end of video ads. This automatic feature effectively overrides any existing end screens that we might have set up.
Google’s new auto end screens append an interactive, auto-generated card to eligible video ads. It’s designed to guide viewers toward converting, making our job as advertisers a bit simpler.
How it works: Right after the video concludes, an interactive screen pops up for a few seconds.
What’s impressive is how it automatically pulls in campaign details like app name, icon, price, and even a direct install link for app promotions.
The convenience doesn’t stop there; these end screens appear by default on any eligible ads, so we don’t have to spend time setting them up manually.
Why we care: This change means no more manual post-roll calls-to-action. However, it also alters the end of our video ads, replacing any custom YouTube end screens we might have built without warning. This can be a crucial point since the last thing viewers see can significantly impact their decision to convert.
With Google planning to roll this out more extensively, it’s crucial we understand these changes before they apply to more of our campaigns.
The catch: When we enable auto end screens, any manually added YouTube end screens will be overwritten, an important point to remember for maintaining control over our branding.
Current limitations: As of now, this feature is only available for in-stream ads in mobile app install campaigns. Broader rollout plans are in the works, but no definite timeline has been set.
What stays the same: Rest assured, auto end screens don’t affect our billing or view counts. They’re simply an added layer of engagement after our video has completed playing.
Next steps: It’s essential for those of us running mobile app campaigns to review our video ads. We should ensure auto end screens are working as expected and that our custom YouTube end screens aren’t being unexpectedly replaced.
As Google expands this feature, establishing an early review process will prepare us well for broader eligibility.
Dig deeper: For more details on auto end screens for video ads, click here.
Inspired by this post on Search Engine Land.
Leave a Reply