Google Ads has introduced Demand Gen, a revolutionary AI-powered tool, globally, opening new horizons for social platform advertisers. This tool, hailed as the next generation of Discovery campaigns, brings a host of features, expanded inventory, and valuable insights, along with a revamped ad creation process.
Why does this matter? Demand Gen presents an effective means to connect with fresh audiences, offering more creative freedom compared to its predecessor. Unlike Discovery campaigns limited to images, carousels, and product data feeds, Demand Gen allows the use of videos, including regular YouTube videos and Shorts. This flexibility empowers advertisers to craft content that resonates best with their target audience.
What is Demand Gen? Demand Gen is an AI-driven tool tailored to assist social platform advertisers in streamlining the process of engaging and converting consumers through visually captivating content. Designed for generating conversions, site visits, and actions, it excels on platforms like YouTube (including Shorts), Discover, and Gmail.
Engaging New Audiences: Through Lookalike segments, Demand Gen aids in discovering potential customers unfamiliar with your brand. Advertisers can optimize performance by selecting bidding strategies aligned with their goals, be it clicks, conversions, or website actions.
Tailored Ads: Google reports that Demand Gen can achieve 3X higher click-through rates and a 61% lower cost per action compared to paid social campaigns. It offers diverse formats, allowing brands to tailor content, from short videos to carousels.
Product Feeds for Retailers: Demand Gen seamlessly integrates videos with images and text from your catalogs, displaying products that match potential customers’ interests and search intent.
Best Practices: Expert Menachem Ani, Founder of JXT Group, shares valuable insights and best practices based on his experience with the Demand Gen beta test.
Google’s Perspective: Vidhya Srinivasan, VP & GM in Google Ads, emphasizes the evolving landscape of consumer product discovery. Demand Gen campaigns capture the interest of billions of users on YouTube and Google’s immersive touchpoints, driving engagement and expanding the audience.