YouTube TrueView for Action Ads: The Pros, Cons & How They Work

Last updated on by Fahad Muhammad in Advertising, Google Ads

To streamline the process of lead generation, advertising platforms such as Facebook and LinkedIn have introduced lead ads to give marketers a quick way to generate conversions.

YouTube also has its version of lead form ads, called TrueView for action ads. Like Facebook lead ads and LinkedIn lead ads, these YouTube ads provide marketers an intriguing option to collect prospect information without the person having to leave the social network to redeem an offer. But are they a great option for every brand and offer? Let’s break it down.

What are TrueView for action ads

TrueView for action ads are in-stream video ads that enable advertisers to convert prospects from within the ad via lead generation forms. The ads urge prospects to take action using compelling video experiences and prominent CTA buttons. Along with the form, you also have the option of sending prospects to a post-click page:

The TrueView for action (lead form ads) are available on the YouTube mobile app. The ads can only run in the in-stream ad format before, during, or after another video on YouTube or Google video partners. The video ads consist of CTAs, headline text overlays, and an end screen:

Within Google Ads, YouTube lead ads can be created using the “Leads” or “Website traffic” goals. Both goals feature automated bidding and targeting so you can optimize your ad campaign’s performance.

The success of the ads can be measured by looking at the following metrics:

So, how successful can the ads be?

Chili’s used TrueView for action ads to raise awareness for its 3 for $10 deal. The restaurant wanted to capture people’s attention using a made-for-digital 15-second creative spot that highlighted one of the meals from the promotion.

Since the TrueView for action format was optimized for lead generation, they created a signup form that enabled prospects to submit their name and email. The campaign ended up generating over 7,800 conversions, a valuable addition for a campaign focused on brand consideration.

YouTube lead ads do work, but should you invest in them?

Pros and cons of TrueView for action ads

YouTube lead form ads provide you the following advantages:

Now, for the cons:

Sure, the ads allow you to collect leads without the need to direct prospects to another page (although you still have the option to do so). However, this also prevents you from developing a nurturing relationship with them. Instead of using inline forms to collect leads, take prospects to a dedicated post-click page for a more personalized experience.

Why are TrueView for action ads not ideal for personalized experiences?

A personalized post-click landing page meets user expectations making the conversion more likely to happen. Here’s why lead form ads aren’t great for creating personalized experiences:

A well-designed personalized post-click landing page experience can achieve exactly what TrueView for action ads’ inline forms can. Moreover, it gives prospects a better introduction to the offer and your brand while giving them relevant offer details, which help them make an informed decision.

Always connect your ads with relevant post-click landing pages

Every ad should be connected to relevant post-click landing pages; this is true for YouTube lead form ads, too.

Instead of relying on the forms within the ad to bring you conversions, invest your efforts in creating a balanced and highly personalized post-click landing page. This way, you get to convert ad clicks into conversions on a page you’ve designed specifically for the prospect.

Find out how to personalize your post-click landing pages properly by signing up for an Instapage Personalization demo today.

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