From Discovery to Demand Gen
In a recent update, Google announced a shift away from Discovery ad campaigns towards Demand Gen, with promising implications for marketers. What does this mean for you? Designed with multi-channel advertisers in mind, this shift offers visually compelling creative that is guaranteed to capture audiences and drive action when it matters most.
Google's Game-Changing Demand Generation Update: What Marketers Need to Know
This Demand Gen update is geared towards driving conversions, increasing site visits and encouraging user engagement on entertainment-focused platforms like YouTube, Shorts, Discover and Gmail. It takes advertising to the next level by equipping marketers with new ad formats, enhanced audience targeting options and improved ad previews.
In October 2023, active Discovery ad campaigns will be eligible for upgrades to Demand Gen, promising a seamless transition while preserving historical data. By early 2024, all remaining Discovery campaigns will be automatically transitioned and the advertising landscape will be enhanced with AI-powered features designed to stimulate demand. This gradual approach allows advertisers to gradually adapt to Demand Gen campaigns and realize its full potential.
Rise with Demand Gen: The Future of Advertising
According to a Google/Ipsos survey, 1 in 3 consumers claim to have made purchases through Google feeds such as Discover and Gmail, even if they didn't make a purchase initially. Furthermore, 86% of Gen Z users acknowledge YouTube's role in helping them discover new products they are interested in.
Demand Gen campaigns, set to replace Discovery ads, are designed to capitalize on these trends. This update allows a single campaign to include short-form videos, carousels, portraits and more, opening up new opportunities for user engagement. Offering a number of dynamic features, including a 50% increase in conversion rates and a 33% reduction in cost per lead (CPL), Demand Gen campaigns are a promising avenue for advertisers looking to expand their online presence and drive sales. This shift is in line with the ever-changing digital marketing landscape that aims to help businesses achieve omnichannel marketing success.
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