Two new campaign types are coming to Google Ads that help with very specific needs: video views and demand generation.
These campaigns are specifically targeted and appear to be video-first campaigns, with all placements on properties owned and operated by Google.
Here’s what we know about the new campaigns announced today on Google Marketing Live.
Video View Campaigns. This type of campaign does exactly what it’s called, maximize views. A study showed that with video display campaigns, advertisers saw an average of 40% more views than skippable CPV campaigns on Steam, according to Google.
Video display campaigns combine a variety of formats, including skippable in-stream ads, in-feed ads, and short ads to get the most out of your budget. The beta version of Video View campaigns will launch globally next month.
Demand generation campaigns. New Demand Gen campaigns will leverage AI and help engage and drive action with consumers. These campaigns will work through:
YouTube shorts. YouTube in-stream. YouTube in-feed. discover Gmail locations.
It appears that the displayed calls to action are only sending traffic to the site rather than taking advantage of the resources of the contact form, it was rated as trackable for conversions.
Within demand generation campaigns, advertisers will also be able to create similar segments based on “seed lists” that can consist of their own data and YouTube users.
Segments can be set to:
Narrow (2.5% range). Balanced (5% range). Wide (10% range).
Creativity will also be able to be tailored to specific lookalike segments
Why we care. These two new campaign types offer specific first video options for advertisers with higher view or higher demand goals. These campaigns reach across Google’s inventory for a more robust reach.
Finally, Lookalike segments will help advertisers find these like-minded customers through a personalized seed list. The ability to test from Narrow to Broad also gives advertisers the ability to limit or expand reach.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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