August 29, 2019


by: shelwen elliott


Tags: B2B Marketing


Categories: B2B Marketing

The B2B Purchase Journey: Google Search and YouTube

Search and video are often viewed as two independent B2B marketing channels. Many believe they require very different strategies, varying creative and even separate agencies.

The truth? Users don’t experience them in silos at all; search and video are both equally crucial to the user purchase journey.

The latest research shows that Google Search and YouTube are interconnected, with people moving through the purchase journey whilst seamlessly shifting between both search and video.

According to the latest data from Google, 80% of people switch between search and video when researching products to buy, with 55% searching for a product on Google then going to YouTube to learn about it before buying.

People use YouTube to learn about a product

With the e-commerce industry valued at over £137bn in the UK, online selling is seriously big business; buyers are keen to spend money online, but with the prerequisite of learning everything they can about their next purchase before parting with any cash.

The latest findings show us that YouTube is a buyer’s go-to product research tool before making a purchase decision. The top three reasons people go to YouTube are:

  1. To see a product before they buy it, or to see how others have used it.
  2. To learn about the product they have in mind.
  3. To watch credible, authentic review and information videos.

People use Google Search to compare prices, brands and logistics

With all the relevant product information to hand, buyers are using Google Search to find the best prices and most suitable vendors for their purchase. At this stage, the buyer’s main priorities are:

  1. To compare prices or brands.
  2. To find out where they can buy their chosen product or service.
  3. To learn about a product they have in mind.

Connecting your brand using search & video

Research shows that, on average, companies that run YouTube video ads in addition to Google Search ads see a 3% higher conversion rate and a 4% lower cost per sale compared to companies that don’t.

The key takeaway here is that YouTube is no longer just a website for teenagers or video bloggers who want to become famous. Savvy businesses are honing their YouTube efforts to influence potential buyers as they depart on their purchase journey – a journey that’s increasingly relying on authentic content during the research phase.

If you have questions or would like to talk to us about your growth goals, you can contact us here.