Google expanded Checkout Links for Demand Gen campaigns to nine new markets. The feature routes traffic directly to checkout or cart pages and has delivered an average conversion uplift of 6% for advertisers using it.
The platform also updated Target ROAS bidding logic to reduce initial conservatism, aiming to help campaigns reach target return thresholds faster.
The updates target retail and seasonal demand. Google cites internal research showing that 94% of shoppers who used YouTube during holiday product research took further action after watching video, from adding items to cart through to purchase.
What else shipped
Google recommends combining three mechanics: product feed integration, creator content through affiliate boost programmes, and direct purchasing via Checkout Links or Universal Commerce Protocol. UCP currently operates in the US only.
All tools are collected in the Demand Gen Retail guide 2026, released ahead of the holiday season. For affiliates running e-commerce traffic through YouTube, it's a prompt to check new GEO availability and test tROAS on short-cycle offers.
