Boost Performance with New Demand Gen Strategies
April 10, 2025
WalterTaylor
63
In the ever-evolving digital world, visual content is king, helping consumers find inspiration and ideas across various platforms. Brands need to be present where and when it counts to stay relevant. Take YouTube, for example; it's not just another social media platform. It actually helps forge deeper connections with viewers. Did you know that Gen Z rates YouTube as their top choice for quality time spent online?1 Plus, a whopping 61% of Gen Z feels more connected to creators on YouTube than on other platforms.2 This connection pays off, too. According to a Nielsen study, YouTube offers a 2.3x higher long-term return on ad spend (ROAS) compared to paid social media.3
In 2023, we rolled out Demand Gen campaigns to help businesses deepen engagement with potential customers and boost online sales and leads. These campaigns are designed to create and convert demand on YouTube and Google's most engaging, visual surfaces, even when consumers aren't actively searching for your brand. Demand Gen comes equipped with AI-powered features and flexible controls, helping you connect with the right customers at any stage of their buying journey.
We're excited to announce new enhancements for your Demand Gen campaigns, including more control over where your ads show up, new creative options, and richer product and in-store details in your ads. We'll also give you an update on the timeline for upgrading your Video Action Campaigns to Demand Gen.
Control where your ads appear
We've learned from you that having control over where your ads appear is super important for optimizing AI-powered campaigns. Following the success of our initial experiments, we're expanding channel controls to all Demand Gen ad surfaces worldwide starting in March. This beta rollout means you can now pick exactly where your ads will show up across YouTube, Discover, and Gmail, including the option to target YouTube Shorts specifically.
We're also adding Google Display inventory to Demand Gen, helping you reach over 90% of the global internet population across more than 3 million sites and apps. This way, you can stay top-of-mind with more customers, no matter where they're browsing.
You can precisely choose where your ads appear across YouTube and Google with channel controls in Demand Gen.
To get the most out of your reach, we suggest using the full inventory in Demand Gen to smoothly optimize across different channels. Check out more on the benefits of cross-channel optimization here.
Multiply your creative impact
Great campaigns need great creatives, and that means having a variety of assets that fit different formats and resonate with your audience. To help you create more effective ads, we're introducing new ways to tailor your content for various screens and formats:
- Demand Gen supports various video and image formats, helping you tell unique brand stories on YouTube. Starting late February, you can also run 9:16 vertical image ads on Shorts for a more immersive, full-screen experience.
- Last November, we introduced video enhancements in Demand Gen, allowing you to flip your original video and create new versions in different aspect ratios. In the coming weeks, we'll roll out a feature to help you create shorter versions of your videos at scale.
Create shorter versions of your videos at scale with new video enhancements.
We've also improved the ad creation process in Demand Gen. Now, you can choose specific video enhancements to apply to your ads, increasing the variety of your video assets. If you prefer, you can opt out and manually edit your videos right in the flow. Plus, you can now share ad previews with your creative team outside of Google Ads, making feedback and approval easier.
Drive sales with a more seamless purchase journey
We've got new features coming for retailers to help boost sales throughout the purchase journey and create a smoother online-to-offline shopping experience:
- For advertisers with a Google Merchant Center account, we're rolling out a new experience in Demand Gen with product feeds in a few weeks. This will allow customers to instantly access full product details directly from your ads, making it easy to move from one product page to another.
Get full product details directly from your ads with improved experiences in Demand Gen with product feeds.
- With local offers in Demand Gen with product feeds, you can display real-time local product availability, connecting online shoppers with your physical stores and driving them to nearby locations. Optimize your omnichannel strategy by focusing on both online sales and in-store visits with omnichannel bidding.
Show real-time local product availability in your ads with local offers.
Compare performance across platforms
------------------------------------
We're introducing new reporting columns in Google Ads to help you better understand how Demand Gen campaigns stack up against your paid social efforts and inform your budget decisions. These columns, which are rolling out globally this month, will include view-through conversions to match how social advertising platforms measure performance. They'll also help you see the impact of Demand Gen separate from other Google campaigns, giving you a clearer picture across channels.
Check out important upgrade milestones for Video Action Campaigns
Last year, we announced the upgrade of Video Action Campaigns to give advertisers access to the same and even more new features through Demand Gen. Many advertisers have already seen better results after making the switch. According to a Nielsen analysis, Demand Gen delivers an average of 58% higher ROAS than Video Action Campaigns.4 That's why we're moving forward to make upgrading easier.
If you're currently using Video Action Campaigns, here are some key milestones and FAQs to keep in mind:
- Starting in April, after the launch of channel controls, you won't be able to create new Video Action Campaigns in Google Ads and Display & Video 360 platforms. We recommend starting your upgrade to Demand Gen before the automatic upgrade kicks in starting in July to keep full control over your campaigns.
- Use the upgrade tool (available in March) to transfer your historical settings and learnings from Video Action Campaigns to your new Demand Gen campaigns. This helps you upgrade while keeping your existing strategy and performance consistent. Your new Demand Gen campaigns will only serve on YouTube and Google video partners (if you've opted in) until you change the settings. While channel controls in Demand Gen will be in beta in March, you can still choose to serve only on YouTube, just like with Video Action Campaigns.
- To quickly access new and expanded features in Demand Gen, like a wide range of inventory and lookalike segments, we suggest creating new Demand Gen campaigns or using the copy-and-paste tool to upgrade now. Check our FAQ page for more guidance.
- Starting in July, we'll automatically upgrade any remaining Video Action Campaigns in Google Ads. This process might take a few months, and not all accounts will be upgraded at the same time.
- Your historical learnings from Video Action Campaigns will be applied to your new Demand Gen campaigns to help maintain consistent performance. Your inventory settings will stay the same, ensuring your ads continue to serve only on YouTube and Google video partners (if you've opted in) until you adjust the settings.
Marks and Spencer (M&S), a global clothing and homeware retailer, saw great success with Demand Gen. Working with Incubeta, M&S tested Demand Gen and exceeded their forecasted ROAS by 186%, with a 66% lower cost-per-action (CPA). The campaign also performed better than their paid social campaigns.
To learn more about upgrading Video Action Campaigns to Demand Gen, visit our FAQ page. For tips on driving performance with Demand Gen, check out our best practices guide.
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Comments (25)
0/200
![JackMartinez]()
JackMartinez
April 10, 2025 at 8:45:42 AM GMT
The new demand gen strategies really boosted my performance on YouTube! It's amazing how much more engagement I get now. The only downside is that it takes some time to set up, but once you get the hang of it, it's a game-changer. Highly recommend!
0
![JerryMitchell]()
JerryMitchell
April 10, 2025 at 8:45:42 AM GMT
新しいデマンドジェネレーション戦略を使ってYouTubeのパフォーマンスが上がったよ！今のエンゲージメントの増加は驚きだね。ただ、セットアップに時間がかかるのが唯一の欠点かな。でも、一度慣れればゲームチェンジャーだよ。おすすめ！
0
![RaymondRoberts]()
RaymondRoberts
April 10, 2025 at 8:45:42 AM GMT
새로운 수요 생성 전략 덕분에 유튜브에서 성과가 많이 향상되었어요! 지금의 참여도 증가는 정말 놀랍네요. 단점은 설정하는 데 시간이 좀 걸린다는 점이지만, 한번 익숙해지면 게임 체인저예요. 강력 추천합니다!
0
![BrianAdams]()
BrianAdams
April 10, 2025 at 8:45:42 AM GMT
As novas estratégias de geração de demanda realmente aumentaram meu desempenho no YouTube! É incrível como tenho muito mais engajamento agora. O único ponto negativo é que leva um tempo para configurar, mas uma vez que você pega o jeito, é um divisor de águas. Super recomendo!
0
![AvaHill]()
AvaHill
April 10, 2025 at 8:45:42 AM GMT
Las nuevas estrategias de generación de demanda realmente han mejorado mi rendimiento en YouTube. Es increíble cuánto más compromiso obtengo ahora. El único inconveniente es que toma algo de tiempo configurarlo, pero una vez que te acostumbras, es un cambio de juego. ¡Altamente recomendado!
0
![KeithHarris]()
KeithHarris
April 11, 2025 at 12:30:35 PM GMT
Boost Performance with New Demand Gen Strategies is a must-watch for any marketer! It really dives into how YouTube can be used beyond just social media. The insights on visual content are spot on, but it could use more real-life examples. Still, a solid resource! 📈
0
April 10, 2025
WalterTaylor
63
In the ever-evolving digital world, visual content is king, helping consumers find inspiration and ideas across various platforms. Brands need to be present where and when it counts to stay relevant. Take YouTube, for example; it's not just another social media platform. It actually helps forge deeper connections with viewers. Did you know that Gen Z rates YouTube as their top choice for quality time spent online?1 Plus, a whopping 61% of Gen Z feels more connected to creators on YouTube than on other platforms.2 This connection pays off, too. According to a Nielsen study, YouTube offers a 2.3x higher long-term return on ad spend (ROAS) compared to paid social media.3
In 2023, we rolled out Demand Gen campaigns to help businesses deepen engagement with potential customers and boost online sales and leads. These campaigns are designed to create and convert demand on YouTube and Google's most engaging, visual surfaces, even when consumers aren't actively searching for your brand. Demand Gen comes equipped with AI-powered features and flexible controls, helping you connect with the right customers at any stage of their buying journey.
We're excited to announce new enhancements for your Demand Gen campaigns, including more control over where your ads show up, new creative options, and richer product and in-store details in your ads. We'll also give you an update on the timeline for upgrading your Video Action Campaigns to Demand Gen.
Control where your ads appear
We've learned from you that having control over where your ads appear is super important for optimizing AI-powered campaigns. Following the success of our initial experiments, we're expanding channel controls to all Demand Gen ad surfaces worldwide starting in March. This beta rollout means you can now pick exactly where your ads will show up across YouTube, Discover, and Gmail, including the option to target YouTube Shorts specifically.
We're also adding Google Display inventory to Demand Gen, helping you reach over 90% of the global internet population across more than 3 million sites and apps. This way, you can stay top-of-mind with more customers, no matter where they're browsing.
Multiply your creative impact
Great campaigns need great creatives, and that means having a variety of assets that fit different formats and resonate with your audience. To help you create more effective ads, we're introducing new ways to tailor your content for various screens and formats:
- Demand Gen supports various video and image formats, helping you tell unique brand stories on YouTube. Starting late February, you can also run 9:16 vertical image ads on Shorts for a more immersive, full-screen experience.
- Last November, we introduced video enhancements in Demand Gen, allowing you to flip your original video and create new versions in different aspect ratios. In the coming weeks, we'll roll out a feature to help you create shorter versions of your videos at scale.
We've also improved the ad creation process in Demand Gen. Now, you can choose specific video enhancements to apply to your ads, increasing the variety of your video assets. If you prefer, you can opt out and manually edit your videos right in the flow. Plus, you can now share ad previews with your creative team outside of Google Ads, making feedback and approval easier.
Drive sales with a more seamless purchase journey
We've got new features coming for retailers to help boost sales throughout the purchase journey and create a smoother online-to-offline shopping experience:
- For advertisers with a Google Merchant Center account, we're rolling out a new experience in Demand Gen with product feeds in a few weeks. This will allow customers to instantly access full product details directly from your ads, making it easy to move from one product page to another.
- With local offers in Demand Gen with product feeds, you can display real-time local product availability, connecting online shoppers with your physical stores and driving them to nearby locations. Optimize your omnichannel strategy by focusing on both online sales and in-store visits with omnichannel bidding.
We're introducing new reporting columns in Google Ads to help you better understand how Demand Gen campaigns stack up against your paid social efforts and inform your budget decisions. These columns, which are rolling out globally this month, will include view-through conversions to match how social advertising platforms measure performance. They'll also help you see the impact of Demand Gen separate from other Google campaigns, giving you a clearer picture across channels.
Check out important upgrade milestones for Video Action Campaigns
Last year, we announced the upgrade of Video Action Campaigns to give advertisers access to the same and even more new features through Demand Gen. Many advertisers have already seen better results after making the switch. According to a Nielsen analysis, Demand Gen delivers an average of 58% higher ROAS than Video Action Campaigns.4 That's why we're moving forward to make upgrading easier.
If you're currently using Video Action Campaigns, here are some key milestones and FAQs to keep in mind:
- Starting in April, after the launch of channel controls, you won't be able to create new Video Action Campaigns in Google Ads and Display & Video 360 platforms. We recommend starting your upgrade to Demand Gen before the automatic upgrade kicks in starting in July to keep full control over your campaigns.
- Use the upgrade tool (available in March) to transfer your historical settings and learnings from Video Action Campaigns to your new Demand Gen campaigns. This helps you upgrade while keeping your existing strategy and performance consistent. Your new Demand Gen campaigns will only serve on YouTube and Google video partners (if you've opted in) until you change the settings. While channel controls in Demand Gen will be in beta in March, you can still choose to serve only on YouTube, just like with Video Action Campaigns.
- To quickly access new and expanded features in Demand Gen, like a wide range of inventory and lookalike segments, we suggest creating new Demand Gen campaigns or using the copy-and-paste tool to upgrade now. Check our FAQ page for more guidance.
- Starting in July, we'll automatically upgrade any remaining Video Action Campaigns in Google Ads. This process might take a few months, and not all accounts will be upgraded at the same time.
- Your historical learnings from Video Action Campaigns will be applied to your new Demand Gen campaigns to help maintain consistent performance. Your inventory settings will stay the same, ensuring your ads continue to serve only on YouTube and Google video partners (if you've opted in) until you adjust the settings.
Marks and Spencer (M&S), a global clothing and homeware retailer, saw great success with Demand Gen. Working with Incubeta, M&S tested Demand Gen and exceeded their forecasted ROAS by 186%, with a 66% lower cost-per-action (CPA). The campaign also performed better than their paid social campaigns.
Các cuộc tranh luận về điểm chuẩn AI đã đạt đến Pokémon
Ngay cả thế giới yêu quý của Pokémon cũng không miễn nhiễm với bộ phim xung quanh điểm chuẩn của AI. Một bài đăng lan truyền gần đây trên X đã khuấy động khá buzz, tuyên bố rằng mô hình Song Tử mới nhất của Google đã vượt xa mô hình Claude hàng đầu của Anthropic trong bộ ba trò chơi video Pokémon cổ điển. Theo bài viết, Song Tử
Top 10 công cụ tiếp thị AI cho tháng 4 năm 2025
Trí tuệ nhân tạo (AI) đang làm rung chuyển các ngành công nghiệp trái và phải, và tiếp thị cũng không ngoại lệ. Từ các công ty khởi nghiệp nhỏ đến các tập đoàn lớn, các doanh nghiệp đang ngày càng chuyển sang các công cụ tiếp thị AI để tăng khả năng hiển thị thương hiệu của họ và thúc đẩy sự phát triển của họ. Kết hợp các công cụ này vào doanh nghiệp của bạn
Wikipedia đang cung cấp cho các nhà phát triển AI dữ liệu của mình để chống lại bộ phế liệu bot
Chiến lược mới của Wikipedia để quản lý Wikipedia dữ liệu AI, thông qua Wikimedia Foundation, đang thực hiện một bước chủ động để quản lý tác động của việc quét dữ liệu AI trên máy chủ của mình. Vào thứ Tư, họ đã công bố sự hợp tác với Kaggle, một nền tảng thuộc sở hữu của Google và dành riêng cho Khoa học dữ liệu và
April 10, 2025 at 8:45:42 AM GMT
The new demand gen strategies really boosted my performance on YouTube! It's amazing how much more engagement I get now. The only downside is that it takes some time to set up, but once you get the hang of it, it's a game-changer. Highly recommend!
0
April 10, 2025 at 8:45:42 AM GMT
新しいデマンドジェネレーション戦略を使ってYouTubeのパフォーマンスが上がったよ！今のエンゲージメントの増加は驚きだね。ただ、セットアップに時間がかかるのが唯一の欠点かな。でも、一度慣れればゲームチェンジャーだよ。おすすめ！
0
April 10, 2025 at 8:45:42 AM GMT
새로운 수요 생성 전략 덕분에 유튜브에서 성과가 많이 향상되었어요! 지금의 참여도 증가는 정말 놀랍네요. 단점은 설정하는 데 시간이 좀 걸린다는 점이지만, 한번 익숙해지면 게임 체인저예요. 강력 추천합니다!
0
April 10, 2025 at 8:45:42 AM GMT
As novas estratégias de geração de demanda realmente aumentaram meu desempenho no YouTube! É incrível como tenho muito mais engajamento agora. O único ponto negativo é que leva um tempo para configurar, mas uma vez que você pega o jeito, é um divisor de águas. Super recomendo!
0
April 10, 2025 at 8:45:42 AM GMT
Las nuevas estrategias de generación de demanda realmente han mejorado mi rendimiento en YouTube. Es increíble cuánto más compromiso obtengo ahora. El único inconveniente es que toma algo de tiempo configurarlo, pero una vez que te acostumbras, es un cambio de juego. ¡Altamente recomendado!
0
April 11, 2025 at 12:30:35 PM GMT
Boost Performance with New Demand Gen Strategies is a must-watch for any marketer! It really dives into how YouTube can be used beyond just social media. The insights on visual content are spot on, but it could use more real-life examples. Still, a solid resource! 📈
0
