Several of our clients’ Discovery ads campaigns have recently upgraded to Demand Gen ads. If your campaigns have also upgraded, here are a few things you could test in your accounts over the coming months.
Demand Gen Video Ads
Demand Gen offers you the opportunity to use video as part of your creative. Whilst you can’t add video into your upgraded Discovery ads, you can create “video ads” inside the Demand Gen campaign.
- Pro tip: segment by Ad Format to see the breakdown of video ad format Demand Gen is using to serve your video ads. This will allow you to see performance for the newly added “YouTube shorts” format added as part of the upgrade.
Lookalike Audiences
Make the most of your first party (1P) data and upload your closed deals, hot leads, best customers as a lookalike segment in your Demand Gen ads to get the algorithm to go after similar users to your existing customers.
Experiments
Whilst advertisers were able to test creative and ad copy versions against each other inside Discovery Ad groups, the upgrade to Demand Gen ads has massively expanded testing opportunities as A/B experiments are now supported.
Think about testing your landing pages and bid strategies as well as your creative.
We’re looking forward to testing all of these new features, and if you need help planning and implementing your tests, please do get in touch!
In the meantime, if you’re interested to see how we’ve generated success through Discovery Ads, check out our Norwegian Log Buildings case study.
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| Author | Kieran Hadfield |
| Channel | Media |