New ad format that creates customer demand. Today, Demand Gen is officially launching out of beta and becoming available to everyone.
Today, Google is making the new campaign type Demand Gen available to everyone. This campaign type will now fully replace the previous Discovery campaigns.
What is Demand Gen?
As the name suggests, this format is designed to generate interest. Demand Gen campaigns run across YouTube, Discover, and Gmail. The campaign type leverages a variety of visual ad formats, including short videos and carousel ads, to drive desired actions on your website.
Image from Googles Ads & Ecommerce Blogg
Initial thoughts:
Traditional Google Search advertising focuses primarily on conversions at the later stages of the marketing funnel. This new format could be an excellent complement. By using Demand Gen campaigns, you can reach potential customers earlier in their journey within Google’s ecosystem, increasing awareness of your brand or offering.
It will be interesting to observe the synergies that develop between this and existing ad formats, as well as the potential to discover new customers through lookalike segments.
If you want to learn more about Demand Gen, you can read about it here:
https://blog.google/products/ads-commerce/demand-more-from-social-with-ai-powered-ads/
Joakim Strömblad
SEM-specialist