Our digital marketing agency is always on the cutting edge of the latest innovations in online advertising. Recently, Google announced the launch of a new campaign type called Demand Gen campaigns, which will eventually replace their existing Discovery campaigns.
As leaders in paid search, we're closely following this change and what it means for our clients. Google is transitioning to Demand Gen campaigns between August 2023 and March 2024. Here's an overview of what marketers need to know:
What Are Discovery Campaigns?
Discovery campaigns have been around since 2018, allowing brands to promote themselves across Google's display network on sites like YouTube, Gmail, and Discover. The goal was to drive awareness and reach new audiences earlier in the marketing funnel.
Many clients have leveraged Discovery campaigns for upper-funnel brand lift and engagement. Now, Google is evolving them to the AI-powered Demand Gen model.
Introducing Demand Gen Campaigns
Demand Gen campaigns optimize performance using the latest artificial intelligence and machine learning advancements. As Google continues pushing towards automated, AI-driven advertising, Demand Gen is the newest offering, taking advantage of predictive optimization.
Instead of just brand awareness, Demand Gen campaigns are optimized for conversions and demand generation. They also support new visual ad formats like carousels and short videos.
We're particularly excited about Lookalike audiences and Smart Bidding options like Target CPA and Maximize Clicks available in Demand Gen campaigns. These provide more precision in reaching potential customers likely to engage and convert.
Preparing for the Transition
With the gradual phase-out of Discovery campaigns, preparation will be key to leveraging Demand Gen effectively:
- Audit existing Discovery campaigns and creatives for optimization opportunities
- Develop fresh visual assets that align with Demand Gen ad formats
- Confirm conversion tracking is implemented properly
- Plan budget allocation between Discovery and Demand Gen
- Closely monitor performance as campaigns are upgraded
The path forward is clear – Google wants advertising to be AI-powered. Demand Gen is the next generation of intelligent campaigns. Brands that embrace this shift early stand to gain an advantage.
Let Our Google Ads Experts Guide You
As a Premier Google Partner, our team stays on the leading edge of new products like Demand Gen so we can optimize campaigns for our clients. Our comprehensive Google Ads management services include:
- Demand Gen implementation, testing, and optimization
- Campaign audit and restructuring
- Conversion tracking setup
- Creative design aligned to ad formats
- Custom reporting and analytics
We're ready to help you maximize this new AI-driven campaign type. Let our Google Ads experts develop an innovative paid search strategy tailored to your business goals. Contact us today!
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