Google enhances Demand Gen with new features

Google is unveiling new enhancements to its Demand Gen campaign, designed to help businesses maximize engagement and drive better performance across YouTube, Google’s Discover feed, and Gmail.

These updates include expanded controls for ad placements, creative improvements, and advanced retail features, providing advertisers with more flexibility and efficiency in their campaigns.

With the increasing demand for visual-first content, platforms like YouTube are becoming essential for brands looking to build deeper connections with their audiences.

A recent Nielsen analysis revealed that YouTube delivers 2.3x higher long-term Return on Ad Spend (ROAS) compared to traditional paid social channels, highlighting its effectiveness in digital marketing.

Key enhancements to demand Gen campaigns
  • Expanded Channel Controls: Starting in March, advertisers will have more control over where their ads appear across YouTube, Discover, and Gmail. This includes the ability to tailor Demand Gen campaigns specifically for YouTube Shorts, enhancing reach among mobile-first audiences.

    Additionally, Google is integrating its video partners network into the Google Display Network, allowing advertisers to reach a broader audience across more than 3 million sites and apps.
  • Creative Enhancements: To support diverse advertising needs, Google is introducing new creative tools. Advertisers can now run vertical 9:16 image ads on YouTube Shorts for a more immersive experience.

    Video enhancement tools will also allow for the creation of shorter, optimized ad versions, helping brands adapt content seamlessly across multiple formats.
  • Retail-Focused Innovations: Google is rolling out new retail features, including product feeds for Demand Gen campaigns. These enhancements enable shoppers to access full product details directly from ads, improving discovery and engagement.

    Additionally, local offers will provide real-time product availability, driving foot traffic to physical store locations.
  • Enhanced Performance Insights: New reporting columns in Google Ads will offer advertisers a more transparent view of Demand Gen campaign performance relative to other paid social efforts. This will help businesses make more informed budget decisions and optimize their marketing strategies effectively.

As part of Google’s efforts to refine its advertising solutions, Video Action Campaigns will be upgraded to Demand Gen starting in April. Advertisers will no longer be able to create new Video Action Campaigns, and automatic upgrades will begin in July.

This transition ensures that advertisers can leverage Demand Gen’s expanded features while maintaining their historical campaign settings and performance data.

Advertisers looking to enhance their digital campaigns with Demand Gen’s latest features can learn more by visiting here.

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