Google Adds New Options for Demand Gen Campaigns

Google’s announced a series of updates for its Demand Gen campaigns, with a focus on boosting retail promotions with new display options for Google ads.

First off, Google’s rolling out product feeds for Demand Gen ads, which will enable ad viewers to scroll through full product details directly from your ads.

As you can see in this example, the update will mean that when users see your promotion in, say, YouTube Shorts, they’ll be able to access all of the relevant info there and then, without having to leave the app they’re using.

They’ll still have to leave to make a purchase, but the idea is that this will improve product discovery and exposure, by enabling users to interact directly with your promotions.

Google’s also adding local offers for Demand Gen with product feeds, which will display local availability within your product display.

Google’s also expanding channel controls to all Demand Gen campaigns, providing more options for choosing where and when your ads appear.

As explained by Google:

“Building on the success of creative preferences and an early experiment, we’re expanding channel controls to all available ad surfaces in Demand Gen globally starting in March. With channel controls rolling out as a beta to everyone, you’ll be able to precisely choose where your ads appear across YouTube, Discover and Gmail — including the ability to tailor your Demand Gen campaigns to serve specifically on YouTube Shorts.”

Also on YouTube Shorts, Google will soon enable advertisers to run 9:16 vertical image ads on Shorts, for “a more immersive, full-screen experience.”

Finally, Google’s also adding new reporting columns in Google Ads, to provide more context as to how Demand Gen campaigns perform compared to your paid social efforts and how they inform budget decisions.

“These columns, which have started to roll out to advertisers globally this month, will include view-through conversions to align with how social advertising platforms measure performance. They will also isolate the impact of Demand Gen from other Google campaigns to provide a more comparable view across channels.”

These are some good updates, which will help to enhance Google’s Demand Gen campaign offerings, and drive better results. Indeed, providing more immersive, interactive options has proven popular, especially within the short-form video format, and these new elements will provide more ways to align with these behavioral shifts.

You can learn more about Google’s latest ad updates here.