From Discovery Ads to Demand Generation: Boost Your Advertising Game

In today's digital landscape, consumers are presented with an abundance of content options, ranging from marathon live streams to brief 15-second Shorts videos. Recognizing this diverse content consumption, we introduced Demand Gen in June, an innovative AI-powered campaign designed to amplify creativity and stimulate demand. Demand Gen is tailored to assist advertisers who operate on social platforms in reaching and converting consumers through engaging, relevant, and visually captivating creatives, compelling them to take action at precisely the right moment. This new campaign strategy drives conversions, website visits, and user actions, such as sign-ups and adding items to carts, across our entertainment-focused touchpoints, including YouTube (including Shorts), Discover, and Gmail.

We are thrilled to announce that you can now access Demand Gen's latest features by signing up for our beta program. If you currently have an active Discovery campaign, enrolling in the beta will seamlessly upgrade it to Demand Gen without any disruptions. Starting in October, all Discovery ads will be eligible for upgrading to Demand Gen.

Key Features of Demand Gen:

Diverse Ad Formats: You can now flexibly employ a range of ad formats within a single campaign, including short-form videos, carousels, portraits, and square images, enabling you to tell your brand's story effectively.

Lookalike Segments: Leverage your first-party data, and we'll match it with Google's audience intent and interest signals to help you discover new customers who share similarities with your existing engaged audience.

Goal-Centric Optimization: Similar to Discovery ads, you can optimize Demand Gen for conversions or utilize value-based bidding strategies. Alternatively, if you aim to direct high-value customers to your website, you can optimize for site visits and actions with Maximize Clicks bidding.

Enhanced Previews: With improved ad previews and a redesigned workflow, you can visualize how your creatives will appear across various platforms. Additionally, you can optimize placements using A/B experimentation.

What to Expect During the Discovery Ads Upgrade

Beginning today, you can sign up for the Demand Gen beta and immediately create new campaigns with all the latest features. Active Discovery campaigns will undergo an automatic upgrade to Demand Gen, preserving all historical data and insights.

Starting in October, Demand Gen campaigns will be accessible to all Google Ads advertisers, and Discovery campaigns will become eligible for upgrades. Your Google account team can assist with the upgrade, or, if you don't have one, your Discovery campaigns will be automatically upgraded by November.

In early 2024, all remaining Discovery campaigns will be automatically transitioned to Demand Gen, equipping you with additional AI-powered features for the upcoming year