Get ready to upgrade your Discovery ads with Demand Gen
Consumers today are presented with an array of content options, ranging from lengthy live streams to brief Shorts, leading to diverse responses at varying paces and in various manners. In June, Google unveiled Demand Gen, a cutting-edge AI-driven campaign aimed at amplifying creativity and generating demand. This innovation is crafted to assist advertisers on social platforms in identifying and converting consumers through captivating, pertinent, and visually engaging creatives that seize attention and incite action at the opportune moment. Demand Gen is instrumental in stimulating conversions, site visits, and actions such as sign-ups and cart additions across our entertainment-centric touchpoints, encompassing YouTube (including Shorts), Discover, and Gmail.
Today, Google announced that you can get access to the new features of Demand Gen by registering for our beta program [here]. If you currently have an active Discovery campaign, it will seamlessly transition to Demand Gen once you opt into the beta, ensuring uninterrupted service. As of October, Discovery ads will be eligible for an upgrade to Demand Gen.
Demand Gen features to elevate performance beyond the familiar realm of Discovery Ads
Based on a Google/Ipsos survey, 1 out of 3 consumers claim to have purchased on Google feeds (such as Discover and Gmail) for items they initially weren’t seeking. Additionally, 86% of Gen Z users affirm that YouTube aids them in discovering new products of interest. Demand Gen campaigns introduce a suite of potent new features tailored to the requirements of today’s social marketers.
- Diversify your narrative with a blend of video and image ads in one campaign: Engage your audiences with an array of ad formats, encompassing short-form videos, carousels, portraits, and square images, all within a single campaign.
- Expand your reach with Lookalike segments: Leverage your first-party data, and we’ll correlate it with Google’s audience intent and interest cues to help you connect with potential customers akin to those who have already interacted with your brand, using inputs like previous purchases, website and app activity, or YouTube engagement.
- Tailor performance based on your distinct objectives: Just like with Discovery ads, you can optimize Demand Gen for conversions or employ value-based bidding strategies. Alternatively, if you’re aiming to steer high-value customers to your website, you can optimize for site visits and actions through Maximize Clicks bidding.
- Launch campaigns confidently utilizing new ad previews: With an overhauled workflow and updated ad previews, you can effortlessly visualize how your creatives will appear on diverse platforms. Moreover, you can fine-tune your placements for optimal campaign performance with A/B experimentation.
Anticipated Benefits of the Discovery Ads Upgrade
Starting today, sign up for the Demand Gen beta to upgrade your Discovery ads: Upon beta enrollment, you’ll be able to create new Demand Gen campaigns, leveraging the latest features. For existing Discovery campaigns, the transition to Demand Gen will be seamless, preserving all historical data and insights for consistent performance. You can explore the revamped UI and commence optimizing your Demand Gen campaigns with the added features.
Starting in October, Demand Gen campaigns will be accessible to all advertisers in Google Ads, and your Discovery campaigns will be eligible for upgrades: Reach out to your Google account team to facilitate the upgrade of your Discovery campaigns. In the absence of a designated Google account team, your Discovery campaigns will automatically transition by November, ensuring the preservation of all historical data and insights. You can then begin optimizing your campaigns with the new features of Demand Gen post-upgrade.
Beginning in early 2024, all remaining Discovery campaigns will undergo automatic upgrades: Between January and March 2024, all outstanding Discovery campaigns will be seamlessly transitioned to Demand Gen, equipping you with enhanced AI-powered features to bolster demand in the new year.
Prepare for Campaign Upgrades with Additional Resources
In the upcoming months, we’ll share more resources and best practices to facilitate a smooth transition during your upgrade process. Meanwhile, take a look at this overview of what’s new with Demand Gen, or visit the Google Ads Help Center. Stay tuned to @GoogleAds for updates throughout the process.
Posted by Tobias Maurer, Group Product Manager, Google.
Reposted by Sing!
