Top Marketing Agency Insights: Google’s New Demand Gen Campaigns Set to Phase Out Discovery Ads

Google Ads Will Be Introducing AI-Driven Demand Gen Campaigns this October with Seamless Historical Data Transition.

Google Discovery Ads Era Winds Down. Get ready to embrace Google Ads’ new flagship – Demand Gen, unveiled during the Google Marketing Live event in May. Upon joining the beta, your existing Discovery campaigns will effortlessly transition to Demand Gen. By early 2024, expect a complete shift from Discovery to Demand Gen campaigns.

So, what’s brewing in the Demand Gen beta? Ginny Marvin, Google Ads Liaison, broke it down: “Demand Gen brings together image and video ads, optimally designed to spur conversions, site visits, and pivotal actions such as sign-ups and add-to-cart. And this magic spreads across platforms like YouTube, Discover, and Gmail.” Interestingly, Marvin shared this insight on X, the platform formerly recognized as Twitter.

Broadening its horizon, Demand Gen isn’t limited to YouTube Home, Search, Watch Next, Discover, and Gmail. It also seamlessly integrates with:

• YouTube Shorts.
• YouTube’s in-stream.

A final salute to Discovery ads, Google’s innovation from 2019.

Why should this matter to you? Seeing your creative’s appearance across various Demand Gen placements is invaluable. For brands adhering to stringent compliance rules or maintaining distinct brand identities, this is a game-changer. PPC expert and SMX speaker, Sam Tomlinson, echoes this sentiment in a recent X post filled with first-hand experiences and insights.”

Who qualifies for the upgrade? Currently, anyone with an ongoing Discovery campaign is eligible. Come October 2023, Google Ads will make Demand Gen campaigns accessible to all.

How do you upgrade? Contact our Google-certified experts at Top Marketing Agency today to learn more about upgrading to the New Demand Gen ads.

Discovering the New Features. Once enrolled in the Demand Gen beta, here’s what awaits:

• Unified Ad Formats in one campaign: Dive into a myriad of ad formats, spanning from short videos, and carousels, to portrait and square visuals, all aimed to captivate your target audience.
• Lookalike Segments: Identify potential customers mirroring those who’ve previously engaged with your brand using a bespoke Seed list. With settings from Narrow to Broad, you have the flexibility to fine-tune your outreach.
• Unique goals: Much like Discovery ads, Demand Gen lets you zero in on conversions or adopt value-driven bidding approaches.
• Maximizing Clicks: Harness this tool to boost site visits and actions, guiding valuable traffic to your domain.
• Creative Ad Previews: Gain a sneak peek of how your creatives unfurl across diverse platforms.
• A/B Split Testing: Tweak and refine placements using A/B tests, ensuring your campaigns strike the right balance.

Google’s Perspective?  Shining light on Demand Gen, a Google representative remarked: “Demand Gen is our response to aiding advertisers familiar with social media platforms. It serves immersive, pertinent, and visually arresting content that seizes attention, prompting timely actions.” “With Demand Gen, conversions, site visits, and pivotal actions – from sign-ups to cart additions – gain momentum on our entertainment-centric channels: YouTube (inclusive of Shorts), Discover, and Gmail.” “Stay tuned! In the approaching months, we’re set to roll out an array of resources and guidelines to simplify your transition to Demand Gen.””