2 min read

Google's New AI Ads - Demand Gen, Here We Come

Google's New AI Ads - Demand Gen, Here We Come

Google is launching a new AI-powered campaign type known as Demand Gen campaigns. Currently in beta for advertisers, this groundbreaking approach is set to redefine the landscape of advertising. The complete rollout of Demand Gen campaigns is anticipated to commence in October 2023.'

BUSINESS BLOG SUB

Transitioning from Discovery Ads to Demand Gen Campaigns

This transition signifies a shift from the existing Discovery campaigns to the advanced Demand Gen campaigns. Driven by AI capabilities, Demand Gen campaigns are strategically designed to stimulate demand within the mid-funnel segment of user journeys.

The transition from Discovery to Demand Gen campaigns will be executed through several phases, spanning from August 2023 to March 2024. This transition underscores Google's commitment to establishing an AI-centric environment within its advertising ecosystem.

Google Ads liaison, Ginny Marvin, shared this transformative development via her social media channels on August 15.

Understanding Demand Gen Campaigns

Debuted alongside Video View campaigns in June 2023, Google's Demand Gen campaigns harness AI capabilities to nurture demand within the mid-funnel user segment.

Distinguished by several unique features, Demand Gen campaigns represent a new paradigm in campaign types.

Innovative Ad Formats for Enhanced Engagement

Central to this innovation is the creation of ads with a distinct "social" essence. These ads leverage top video and image assets across Google's visual platforms, including:

  • YouTube
  • YouTube Shorts
  • Discover
  • Gmail

Advertisers can leverage various ad formats, such as short-form videos, carousels, portraits, and square images, consolidated within a single campaign.

Empowering Advertisers with Targeted Capabilities

This groundbreaking approach also empowers advertisers to integrate first-party data and explore Lookalike audiences, facilitating the discovery of new customers.

The objective of Demand Gen campaigns is to drive conversions, site traffic, and user actions, and this is achieved through multiple Smart Bidding strategies. Advertisers can opt for Conversions, Conversion Value, and Maximize Clicks bidding to optimize campaign performance.

A Seamless Transition: Discovery to Demand Gen

Advertisers keen on embracing this transformative campaign type can immediately enroll in the beta program.

Advertisers accepted into the beta program can promptly initiate the creation of Demand Gen campaigns.

Upgrading Discovery Campaigns: Phase 2 and 3

Starting in October 2023, Phase 2 of the rollout will make Demand Gen campaigns available to all advertisers, with existing Discovery campaigns becoming eligible for seamless upgrades during this period.

Phase 3, scheduled to conclude by March 2024, will witness the automatic upgrade of all remaining Discovery campaigns to Demand Gen campaigns.

Navigating the Transition: Considerations for Advertisers

Google's transition announcement has raised several pertinent questions from advertisers, encompassing reporting, audience considerations, and more.

Clarifying Reporting and Metrics

Ginny Marvin has clarified that Demand Gen campaigns won't feature placement-level reporting. Nevertheless, comprehensive reporting on essential campaign aspects, such as asset-level details, will be available.

Adapting to Variation in Inventory

Advertisers need to be attuned to the variation in inventory between Demand Gen and Discovery campaigns. Metrics may exhibit fluctuations during the transition, particularly in cases where YouTube placements are involved.

Optimizing Creative Strategies

As advertisers embrace Demand Gen campaigns, optimizing creative strategies is paramount. Ad formats are designed to be visually engaging, warranting a cohesive and relevant user experience.

Google, AI Ads, and the Future of Demand

Advertisers can now readily join the Demand Gen beta program.

Following the beta phase, Demand Gen campaigns will be accessible to all advertisers starting October 2023.

This innovative campaign type presents a promising addition to advertising portfolios, suitable for both B2B and B2C sectors.

As the transition period approaches, strategizing and refining visual content strategies will be key to effectively capturing mid-funnel users and leveraging the potential of Demand Gen campaigns.

Introducing Voice and Image Features for ChatGPT

2 min read

Introducing Voice and Image Features for ChatGPT

OpenAI is enhancing ChatGPT with brand-new capabilities, namely voice and image support. These additions will provide users with more dynamic...

Read More
Let's Compare Marketing Approaches: Content Marketing and Native Advertising

4 min read

Let's Compare Marketing Approaches: Content Marketing and Native Advertising

There's no doubt about it: brand visibility is important. While that's probably the understatement of the day (if not the week, maybe the year), it's...

Read More
8 Ways Content Marketing Can Boost Sales

3 min read

8 Ways Content Marketing Can Boost Sales

The internet makes it easy to innovate marketing strategies. Gone are the days when you had to rely on TV ads and billboards to market your content....

Read More
Google's New Rule for Political Ads

2 min read

Google's New Rule for Political Ads

Digital platforms play a pivotal role in shaping political discourse. Because of that, the rules governing political advertising have become a...

Read More
Beyond Google: How to Find Better Sources from Alternative Channels

5 min read

Beyond Google: How to Find Better Sources from Alternative Channels

While Google might be the main go-to resource for research of all kinds, don’t think it’s your only option.

Read More
A Guide to Google Ads

4 min read

A Guide to Google Ads

In today's digital age, Google Ads is a potent tool for businesses seeking to reach a target audience effectively and drive meaningful results.

Read More