GOOGLE SEARCH: +does +youtube and +google +ads +work +together to +help my +business?

Written by: Bernabe Macaraeg, PS&M's Digital Media Coordinator

PS&M recently met with a few of Google’s most talented strategists from its Playa Vista Office to discuss opportunities and benefits around how best to combine the powers of YouTube and Google Search to benefit the agency’s clients.

Here is a brief history lesson: in 2006, MySpace was a one of the most visited sites, I Write Sins Not Tragedies by Panic! At The Disco is on the Billboard Hot 100 Chart and Google purchased YouTube for a whopping $1.65 billion. This purchase is the first in many steps in the digital revolution and developing the connection between search efforts and video content. Before we talk about how these two ecosystems collaborate, we will disentangle the potential and significance these two power players represent on their own.


Google Search

Consumers turn to Google for anything and everything, from searches like “best place to live in Los Angeles” to “nearest dog daycare near me”. There are about over 3.5 billion searches worldwide are made every day, and this trend is growing exponentially by increasing roughly 10%’ every year.

With 3.5 billion search queries daily, Google has access to all your searches. What this means is they can gain very valuable insight into what individuals are interested in, what they’re researching, and areas of interests. But get this, all of that information is not meant to scare the personal privacy out of you. It is actually used by advertisers get the most relevant information in front of the right consumer.


If Google is the top search engine, its important to remember that YouTube is the video equivalent. I would not be surprised if as you’re reading this, and you have YouTube on another tab or active on your phone. There is about 1 billion hours of video stream being watched daily. There are about 1.9 billion active users as you read this blog post.


How does Google Search and YouTube work together?

Simple. With the massive amounts of data these two websites obtain daily, consumers provide insights on analytical trends that can inform strategic advertising targeting.   The information from both YouTube and Google Search, brands can leverage audiences and ad formats from each platform. These two platforms are connected via audience types such as Custom Intent, and customer Affinity Audiences.

Custom Intent is an audience type that can be leveraged on YouTube who are in “real time” actively searching for products. It allows you to reach the ideal audience for your business in your Video ads on YouTube. In practice what this means is if you’re on Google searching “homes for sale” for a few days, the Google algorithm is going to consider you as someone who has the intent is to purchase a home. Since Google and YouTube are part of the GDN, THE PLATFORMS TALK TO EACH OTHER. The next time in theory when you go back on YouTube, you’ll be served a video ad on YouTube based off of your google searches a few days ago.

YouTube RLSA formally known as Remarketing Lists for Search Ads, grants the advertiser to retarget people who engage with YouTube channels. What this means a brand can reach an audience of people interested in certain parameters based on their interactions in the GDN (Google Maps, Search, Video). In practice what this means is if you’re a homebuilding company looking to target individuals who are interested in purchasing their first home. I can create a list of keywords and target people who viewed certain YouTube videos about purchasing a new home. This gives me the marketer the ability to make sure that the housing company’s ads are following potential buyers at the right time and by the right format.


So what does this mean for my business?

When making a purchase it was found by Google that, “individuals go back and forth between Google Search and YouTube when individuals are researching their next purchase.” It is advantageous for any business to be running their ads on multiple platforms that Google provides. The reason being is these platforms talk to each other. Google is the most visited website daily. YouTube is the second most visited website daily. With all the inputs provided from search queries from each website provides marketers a handful of information. With this information marketers can tailor your experience to the audience.


If your business is lost and needs help in navigating though Google’s marketing tools we’re here to help. Email: and we can be the Agency that guides you though the ever-growing digital landscape.