#marketing-paid

@Chrissy Smith @Joe Cornfield @Joe Cornfield @Nick Lawson <@U07MER2Q2P3> <@U0987FP6KPB> @Tamir Vakil <@U07K8Q78HJQ> @Stephen Racano @Wouter Akika <@U0A8GJ4AJ7Q> <@U07UW4ND0Q0> @Kent Wilson @Jay Bargayo @Jeremy <@U099QNB1F0T> @Paul Zalewski @Jake Singer <@U0A8VNKSXDF> <@U0A8GEZ870V> @Alyssa Wee @Claire Mahon has anyone tried this?

@Emma Butler - asking a friend about this, standby

@Emma Butler from my friend on this. Hope this helps!

"I have seen a ton of success on YouTube Shorts over the last couple of months. Not a ton of purchase attribution, but strong traffic at an efficient cost"

Thank you so much!!!

@Emma Butler one of the brands I work with has done this numerous times. It's not as efficient on purchases as Meta, but does drive traffic to the site at an efficient rate. We are treating is as a "mid-funnel" tactic since conversions are low, but YT shorts is a great organic awareness and cheaper than any paid channel. I'd recommend testing retargeting to a landing page on your site and to the pdp. You might see higher conversions from a specific LP that speaks to the Short vs going directly to the pdp, but I can't say for certain since this is what I'm doing in real time with a client.

Hope this helps!

I'd also recommend running it as part of a demand gen campaign, we've been seeing a lot of success with that ad format. The CPA appears high in platform but is around 1/3 in Northbeam. In order to force demand gen to do just shorts, just only upload 9x16 video ads, but the discovery and gmail ad placement would probably work really well for your retargeting too

<@U0A8VNKSXDF> - yeah, I was just going to ask what campaigns people were putting YouTube shorts specific creative in

keen to hear more on this.