The new Campaign on the block called Demand Gen

14 November 2023

//Demand more from AI-powered ads

In this blog, we will explain the new Google campaign upgrade and how It can help to optimise your strategy to drive more demand across Google and YouTube.


//Upgrade to Demand Gen

Demand Gen is the recently launched upgrade of the Discovery campaign. It comes with all the key features available in the current discovery campaigns today, while also delivering new features, inventory, insights, and an improved ad creation flow. Demand Gen provides users with videos, including both regular YouTube videos and Shorts, giving advertisers more choice when it comes to creating content.


The Demand Gen upgrade aims to streamline the process of discovery to conversion for the consumers, through engaging content. Demand Gen focuses on entertainment touchpoints such as YouTube, Discovery, and Gmail. These updates will begin to roll out in early 2024.


// What does this mean for advertisers?

Demand Gen is an effective tool as you can discover new potential customers who may not be acquainted with your brand through the new Lookalike segments features. It’s built to help advertisers who buy on social platforms find and convert consumers with immersive, relevant, and visual creatives that grab attention and spur action at the right moment. This means advertisers can maximise performance further by choosing the best bidding strategy that fits your goals, such as clicks, conversions or website actions.


Demand Gen can achieve 3X higher click-through rates, at a 61% lower cost per action (CPA) when compared to paid social campaigns, according to Google. It’s able to achieve this by offering a range of different formats from short-form videos to carousels. Demand Gen allows advertisers to combine videos and images straight from the product catalogue, helping to show potential customers what they want to see the most due to their interest and search intent. These updates mean there is a better way to create more tailored ads for their target audience to increase conversions.


// What Google has to say about Demand Gen 


Vidhya Srinivasan, VP & GM in Google Ads (Search Ads & Ads on Google Experiences), said in a statement:


“The way consumers discover products is shifting — decisions are made throughout the funnel. To keep up with this evolving media landscape, social advertisers need to adapt their strategies to deliver results.”

“Demand Gen campaigns can help you capture the interest of billions of users as they spend time on YouTube and Google’s visually immersive touchpoints. The engaging creatives can spur action while our audience and bidding solutions help you nurture interest with more potential customers.”


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