Google recently confirmed that it is transitioning its Discovery campaigns to the new Demand Gen campaign type, signaling another step towards an AI-first environment in Google Ads. This shift brings exciting opportunities for advertisers to leverage the power of artificial intelligence and drive demand from users in the mid-funnel. In this article, we will explore what Demand Gen campaigns are, the transition timeline, and what advertisers can expect from this new campaign type.
Understanding Demand Gen Campaigns
Demand Gen campaigns were introduced by Google in June 2023, alongside Video View campaigns. These campaigns are powered by AI and designed to capture the attention of users in the mid-funnel, driving demand for products and services.
One of the key features of Demand Gen campaigns is their ability to amplify top video and image assets across various Google visual platforms. These platforms include YouTube, YouTube Shorts, Discover, and Gmail. Advertisers can take advantage of multiple ad formats, such as short-form videos, carousels, portraits, and square images, all within a single campaign. This allows for greater flexibility and creativity in reaching the target audience.
Furthermore, Demand Gen campaigns enable advertisers to leverage first-party data and expand their reach by targeting Lookalike audiences. This combination of data-driven targeting and AI-powered optimization makes these campaigns highly effective in driving conversions, site traffic, and actions.
Transition Timeline: From Discovery to Demand Gen
Google has outlined a timeline for the transition from Discovery campaigns to Demand Gen campaigns. Advertisers have the opportunity to sign up for the beta immediately and start creating Demand Gen campaigns. If there are any active Discovery campaigns in an account approved for the beta, those campaigns will be automatically upgraded to Demand Gen campaigns, retaining all historical data and learnings.
The second phase of the rollout begins in October 2023, when Demand Gen campaigns will be available for all advertisers. Existing Discovery campaigns will then be eligible for upgrades at that time. Advertisers are encouraged to reach out to their dedicated Google team, if applicable, to upgrade campaigns on their behalf. For advertisers without a Google representative, the existing Discovery campaigns will be automatically upgraded by November.
The final phase of the Demand Gen campaign rollout is set to conclude by March 2024. During this period, all remaining Discovery campaigns will be automatically upgraded to Demand Gen campaigns. This phased approach allows advertisers to gradually transition and optimize their campaigns for the best results.
Considerations for Advertisers
As advertisers make the transition to Demand Gen campaigns, there are several important considerations to keep in mind. Firstly, Demand Gen campaigns offer more inventory compared to Discovery campaigns. This means that metrics reported in Discovery campaigns may appear volatile when switching to Demand Gen, especially if YouTube placements are involved. Advertisers should take into account the different levels of engagement across Google’s inventory placements and interpret the metrics accordingly.
Another crucial consideration is the creative aspect of Demand Gen campaigns. These campaigns are designed to be more visual and social in nature. Advertisers should take this opportunity to plan and optimize their creatives to ensure a relevant and engaging user experience. By aligning the creative strategy with the campaign objectives, advertisers can maximize the impact of their Demand Gen campaigns.
The transition from Google Discovery Ads to Demand Gen campaigns marks an exciting development in the world of digital advertising. With the power of AI and a focus on driving demand from mid-funnel users, Demand Gen campaigns offer advertisers new opportunities to reach their target audience effectively. By taking advantage of the unique features and capabilities of Demand Gen campaigns, advertisers can optimize their campaigns for conversions, site traffic, and actions.
As the rollout of Demand Gen campaigns progresses, it is essential for advertisers to stay informed and adapt their strategies accordingly. By understanding the timeline, considering the implications, and optimizing their creatives, advertisers can make the most of this transition and achieve their marketing objectives. Embrace the future of digital advertising with Demand Gen campaigns and unlock the full potential of AI-driven marketing.
See first source: Search Engine Journal
1. What are Demand Gen campaigns and how do they differ from Discovery campaigns?
Demand Gen campaigns, introduced by Google, harness the power of AI to capture mid-funnel users’ attention and drive demand for products and services. They amplify top video and image assets across various Google visual platforms, offering multiple ad formats within a single campaign for creative flexibility.
2. How do Demand Gen campaigns leverage AI and data-driven targeting?
Demand Gen campaigns utilize AI to optimize ad performance and reach. They allow advertisers to target Lookalike audiences using first-party data. This combination of AI and data-driven targeting enhances conversions, site traffic, and user actions.
3. What is the transition timeline from Discovery to Demand Gen campaigns?
The transition timeline has three phases. The beta phase began immediately, allowing advertisers to create Demand Gen campaigns. In October 2023, Demand Gen campaigns will be available to all advertisers, and existing Discovery campaigns can be upgraded. By March 2024, all remaining Discovery campaigns will automatically transition to Demand Gen campaigns.
4. What should advertisers consider during the transition?
Advertisers should be prepared for potentially more volatile metrics due to increased inventory availability in Demand Gen campaigns, particularly with YouTube placements. Additionally, the creative aspect is important; Demand Gen campaigns are more visual and social, so advertisers should optimize their creatives for relevance and engagement.
5. How can advertisers optimize their Demand Gen campaigns?
To maximize the impact of Demand Gen campaigns, advertisers should align their creative strategy with campaign objectives. By understanding the unique features of Demand Gen campaigns and adapting their approach, advertisers can achieve conversions, site traffic, and actions effectively.
6. What’s the significance of the shift to Demand Gen campaigns?
The transition to Demand Gen campaigns signifies a move towards an AI-first environment in Google Ads. It offers advertisers new opportunities to engage mid-funnel users and drive demand through visually engaging and strategically targeted campaigns.
7. How can advertisers stay informed during the rollout of Demand Gen campaigns?
Advertisers should stay updated with Google’s announcements, resources, and insights regarding Demand Gen campaigns. Staying informed will help advertisers adapt their strategies and make the most of this transition in digital advertising.
8. What’s the key takeaway from the transition to Demand Gen campaigns?
Google’s shift to Demand Gen campaigns presents advertisers with an innovative way to leverage AI and optimize their advertising efforts. By understanding the transition timeline, considering metrics and creative aspects, advertisers can embrace this change and harness AI’s potential for successful marketing campaigns.
Featured Image Credit: Christian Lue; Unsplash – Thank you!