Google has announced that “Checkout on Merchant,” its accelerated checkout experience, is now available for Demand Gen campaigns running on YouTube In-stream inventory in the United States.

What is Checkout on Merchant?

Checkout on Merchant allows shoppers to move directly from discovering a product to adding it to their cart or completing the purchase on the merchant’s website — without unnecessary steps. The goal is to create a faster, smoother buying experience.

Where is it available?

Previously available in Performance Max campaigns and organic shopping results, Checkout on Merchant is now extended to Demand Gen campaigns serving YouTube In-stream ads.

How can merchants participate?

Merchants can enable this feature in two ways:

• At the account level by providing a URL template for the checkout or cart page in Google Merchant Center.

• At the product level by including a checkout link template attribute in their product feed.

Who can use it?

This feature is currently available to advertisers in the United States who run ads with product feeds.

What are the early results?

According to Google, advertisers who provide checkout URLs in their Demand Gen campaigns see an average 11% increase in conversion value at a similar cost per acquisition (CPA).

Google has published an implementation guide for merchants, as well as a dedicated guide for Shopify users.