Switching From Google Discovery to Google Demand Gen

What Is Demand Gen?

Demand generation is a broader marketing strategy aimed at creating awareness and interest in a product or service, with the goal of generating demand and driving sales. It involves various marketing tactics to attract and engage potential customers throughout the buying process.

In the second half of 2023, Google announced that their Google Discovery campaigns would start to be slowly phased out in favour of their new Demand Gen campaigns. What does this mean for your campaigns? The main difference is that Demand Gen is powered by AI and is used to drive video and image ads across YouTube, Discovery and Gmail, rather than just image ads.

Questions You Might Have About Switching To Demand Gen

Will I lose my old Discovery Ads?
No, your old ads will be imported to the new demand Gen ads but will still be showing across Discovery, Gmail and YouTube. They will have access to its new features like its new bidding strategy maximise clicks.

Will my audiences still work with Demand Gen?
Yes, your audiences will all stay the same once your campaign has moved from Discovery to Demand Gen. Your campaigns will also have access to the new lookalike audiences. 

What are lookalike audiences?
Lookalike audiences are custom audiences determined by Google’s algorithm that expand on your existing audience to include potential customers that exactly match your audiences but also have a variation from your manually selected audience list.

What new features will be available to me?
After your campaigns are updated to Demand Gen, Discovery users will have access to YouTube ads and In-Stream ads. You can have photo and video ads within one campaign. This allows you to target your audience with different types of content, based on their preferences. You can also customise each ad to fit your specific goals, such as increasing brand awareness or driving sales. 

Furthermore, you will have access to bid via maximise clicks, your smaller budget campaigns are far more likely to find success against Discovery’s previously strict budget requirements. 

 

If you would like to find out more about how Optimyzd can help your business benefit from Google Demang Gen Ads, click below and get in touch.

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