From yesterday (15th August 2023) advertisers have the opportunity to sign up to the beta, in which your Discovery Ads will automatically upgrade to the new Demand Gen Ads. If you don’t sign up then all accounts will be upgraded by March next year!
What does the change to Demand Gen ads actually mean?
Well, it’s going to give you a lot more options when using the Demand Gen format:
- You will be able to add Youtube shorts and In-stream videos into the same campaign. Previously this was only possible in Performance Max, so you had to run video in a separate campaign alongside Discovery ads
- You will be able to run creative A/B experiments. This will be an interesting development. If this is anything like campaign experiments that we currently use for search, then this will be a massive help when proving which creative works best.
- You'll be able to add 'Maximise Clicks' as an option in bidding strategies. This option could be useful for brand awareness, but you will have to be cautious using this one!
- You'll be able to opt for Brand & Search lift. Like the creative experiments, this is only going to help when proving the effectiveness.
- You'll have access to Audience Targeting. This is the most interesting one, as the targeting is so important within a discovery campaign, this should allow you to find more customers with Lookalike segments. This option allows you to match your first party data with Google’s audience intent and interest signals. It sounds almost identical to similar audiences that Google sunset earlier this year, so it will be interesting to see how this plays out!
We're looking forward to testing this new option out, look out for a case study!
If you're interested in running Demand Gen ads reach out to us now to find out how we can help.
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| Author | Jamie Prictor |
| Channel | SEM |