In a recent update from Google, they’ve revealed a shift away from Discovery ad campaigns in favor of Demand Gen, and it holds promising implications for marketers. What does this mean for you? Designed with multi-channel advertisers in mind, this transition introduces visually compelling creatives that are guaranteed to capture audiences and drive action precisely when it matters most.
Google’s Game-Changing Demand Gen Update: What Marketers Need to Know
This Demand Gen update is geared towards boosting conversions, driving site visits, and encouraging user engagement across entertainment-focused platforms like YouTube, Shorts, Discover, and Gmail. It equips marketers with fresh ad formats, refined audience targeting options, and improved ad previews to elevate their advertising endeavors.
In October 2023, active Discovery ad campaigns will gain eligibility for upgrades to Demand Gen promising a smooth transition while preserving historical data. Looking ahead to early 2024, automatic transitions for all remaining Discovery campaigns are set to take place, enhancing the advertising landscape with AI-powered features designed to stimulate demand. This gradual approach enables advertisers to progressively adapt and harness the full potential of Demand Gen campaigns.
Elevate with Demand Gen: The Future of Advertising
According to a Google/Ipsos survey, a staggering 1 in 3 consumers claim to have made purchases through Google feeds, such as Discover and Gmail, even when they weren’t initially shopping. Additionally, an impressive 86% of Gen Z users acknowledge YouTube’s role in discovering new products they’re interested in.
Demand Gen campaigns, poised to replace Discovery ads, are designed to leverage these trends. This update allows a single campaign to include short-form videos, carousels, portraits, and more while providing new opportunities for user engagement. Offering a plethora of dynamic features, including a 50% increase in conversion rates and a 33% reduction in the cost per lead (CPL), Demand Gen campaigns are a promising avenue for advertisers looking to expand their online presence and drive sales. This shift aligns with the ever-changing digital marketing landscape aiming to help launch businesses into multi-channel marketing success.
