Get Ready for the Upgrade: Google's Discovery Ads to Demand Gen Campaigns
Exciting changes are coming for Google Ads users! At the end of January, Discovery campaigns will undergo an automatic upgrade to the new and improved Demand Gen campaigns. In this article, we will explore what to expect from this upgrade, the benefits of Demand Gen campaigns, and how you can prepare for the transition.
Understanding the Upgrade and What to Expect Afterwards:
This upgrade will improve your advertising experience by providing additional features, insights, and a better ad creation process. After the upgrade, each of your Discovery campaigns will become a Demand Gen campaign, with its status, campaign settings, and historical data remaining intact to help you drive consistent performance. You will receive a notification in your Google Ads account when your campaigns have been upgraded.
Demand Gen campaigns offer the same benefits as Discovery campaigns, with new features, inventory, insights, plus an improved ad creation process. Demand Gen is a new AI-powered campaign designed to multiply your creativity and drive demand. 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. Demand Gen drives conversions, site visits, and actions (like sign-ups and adds-to-carts) on our entertainment-focused touchpoints—YouTube, including Shorts, Discover and Gmail.
After being upgraded, Discovery campaigns will no longer be available to you.
Benefits of Demand Gen Campaigns:
Demand Gen campaigns not only retain the advantages of Discovery campaigns but also introduce several new features, inventory options, and insights. Here's what advertisers can look forward to:
New Features: Demand Gen campaigns are equipped with an array of new features designed to enhance the creative process and boost demand. The improved ad creation process opens up possibilities for more immersive, relevant, and visually appealing creatives that capture attention and drive action at the opportune moment.
Expanded Inventory Opportunities: With the upgrade to Demand Gen, advertisers gain access to new inventory opportunities that were not available in the previous Discovery campaigns. This allows for greater visibility among the target audience, potentially increasing the impact of advertising efforts.
Insights for Informed Decision-Making: Demand Gen campaigns provide enhanced insights into campaign performance. With comprehensive data and analytics, advertisers can make informed decisions, optimize strategies, and refine targeting to achieve better results.
Lookalike Segments: One notable feature introduced with Demand Gen campaigns is the ability to find more potential customers through Lookalike segments. Advertisers can bring their first-party data, and Google will match it with audience intent and interest signals to help find new customers similar to those who have already engaged with the brand. This feature, using inputs like past purchases, website and app activity, or YouTube engagement, presents a powerful tool for expanding audience reach and driving conversions.
Automatic Upgrades for All Remaining Discovery Campaigns:
From January to March 2024, every Discovery campaign will be automatically upgraded to Demand Gen, ensuring advertisers are well-prepared for the new year with more AI-powered features that drive demand.
How Our Agency Can Help
Exploring the upgrade process and maximizing the potential of Demand Gen campaigns can be complex. At Gerber Media, we are well-versed in the intricacies of Google Ads and can provide expert assistance during this transition. Our certified paid media specialists can guide you through the upgrade, help you optimize your campaigns for maximum performance, and ensure that you make the most of the new features and opportunities that Demand Gen offers. Contact our team today to learn how we can assist you.
With the ability to target potential customers through Lookalike segments and leverage the vast reach of platforms like YouTube, Discover, and Gmail, Demand Gen campaigns offer unparalleled potential for driving conversions and expanding your customer base. As the change takes place, stay informed, and be prepared to make the most of this transformative upgrade.
