These ad solutions use relevant, immersive creatives to drive action and conversions in the moments that matter
Google has announced two new Google AI-powered campaigns, Demand Gen and Video View campaigns.
The new ad solutions will help brands connect with consumers and drive demand from the mid-funnel, all the way to purchase.
These ad solutions use relevant, immersive creatives to drive action and conversions in the moments that matter.
Deman Gen campaigns
Demand Gen campaigns offer a set of unique features designed especially for the needs of today’s social marketers. “With Demand Gen, your best-performing video and image assets are integrated across our most visual, entertainment-focused touchpoints — YouTube, YouTube Shorts, Discover and Gmail. These products reach over 3 billion monthly users as they stream, scroll and connect,” said Vidhya Srinivasan, VP & GM in Google Ads (Search Ads & Ads on Google Experiences) in a blog post.
With Demand Gen’s construction flow, Google will bring the brand’s top-performing image and video assets into Google Ads. Brand marketers can then also preview how they’ll look before they run.
Advertisers can make these campaigns further relevant by pairing tailored creatives with brand-new lookalike segments based on their audience lists.
“By optimising for conversions, as well as maximising clicks bidding, you can create deeply relevant campaigns based on your goals that spur the right action at the right moment. For instance, you might choose to drive conversions with existing customers by offering them a discount on a new product line. Or, you could generate demand by driving new lookalike audiences to your site with a special offer to join your brand’s subscription program,” explained Srinivasan.
Video View campaigns
With Video View campaigns, brands can maximise views across in-stream, in-feed and now YouTube Shorts, all within a single campaign.
In early testing, Video View campaigns have achieved an average of 40% more views compared to in-stream skippable cost-per-view campaigns, stated Srinivasan.
“Samsung Germany wanted to engage its target Gen Z audience during the peak holiday season. With Video View campaigns, Samsung was able to significantly increase views and achieve 94% incremental reach, all while reducing CPMs and generating best-in-class consideration lift,” she commented.
She concluded, “These new AI-driven solutions allow you to measure the incremental impact of your campaigns with brand lift, search lift and data-driven attribution, helping you to make smarter decisions more effectively.”
