Major update to demand gen shifting from mid funnel conversion with interest-based targeting (similar to a Pmax campaign.) Theres lots of benefits to this including:
Greater campaign control
- More control over where ads appear (YouTube, Discover, Gmail).
- Specific targeting now available for YouTube Shorts.
- Enhanced balance between automation and advertiser input.
Creative improvements
- New vertical (9:16) image ads tailored for YouTube Shorts.
- Automatic video enhancement tools to streamline short-form content creation.
- Smoother ad creation workflow with preview sharing for quick approvals.
- Local offers help to showcase in-store offers to nearby shoppers as shown below
Better performance tracking
- New reporting columns for clearer performance comparisons, especially vs. paid social.
- Includes omnichannel bidding too so you can optimise to total online and offline sales
- View-through conversions added for improved cross-channel visibility.
- Helps optimise budget allocation based on more detailed insights.
Shift from Video Action to Demand Gen
- Video Action campaigns to be phased out by April 2025.
- Demand Gen offers a broader reach and more flexible ad placements.
- Encourages experimentation with new formats and multi-channel delivery.
