Google has announced two new AI-based advertising solutions: Demand Gen and Video View campaigns.
Designed to facilitate seamless connections between businesses and consumers, these campaigns can amplify product demand from the funnel to purchase.
New features include custom creatives combined with lookalike segments based on audience lists, simplified ad building, and improved engagement metrics across multiple display formats.
Google Ads’ new AI-based solutions also provide businesses with crucial insights into campaign performance, allowing them to make informed decisions.
Google plans a wider rollout of the following advertising tools later this year.
Demand Gen: Pioneering new marketing horizons
Demand Gen campaigns offer unique features tailored for modern social marketers.
Research shows that 91% of consumers take action immediately after discovering new products or brands in Google feeds such as Discover or Gmail.
Demand Gen campaigns integrate your best performing video and image assets across YouTube, YouTube Shorts, Discover and Gmail.
Together, these platforms serve more than 3 billion monthly users.
In addition to expanding reach, Demand Gen streamlines the ad creation process.
The newly introduced build flow lets you see how everything will look before you start.
Drive engagement with video viewing campaigns
Complementing the Demand Gen campaign, Google’s Video View campaign allows brands to maximize views across multiple formats within a single campaign, including in-stream, in-feed and now YouTube shorts.
In preliminary testing, video display campaigns achieved an average of 40% more views than skippable in-stream CPM campaigns.
Samsung Germany, a test case for this feature, had significant success during the holiday season, achieving 94% incremental reach, reduced CPMs and improved consideration lift.
Improved campaign effectiveness with similar segments
Google allows advertisers to match custom creatives with new lookalike segments based on their audience lists.
Depending on their goals, advertisers can drive conversions with existing customers by offering discounts, or generate demand by attracting new lookalike audiences with special offers.
Navigating business challenges with AI-powered Insights
These AI-based solutions can help businesses make more informed decisions amid various macroeconomic challenges.
With the help of AI, Google enables marketers to measure the incremental impact of campaigns, providing new insight into business challenges.
looking ahead
According to research, 87% of consumers say YouTube helps them make purchasing decisions faster.
The introduction of Demand Gen and Video View campaigns is designed to take advantage of this and further enhance the value businesses get from advertising on Google’s platforms.
Google is set to roll out these tools more widely later this year.
source: Google
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