Juliana Cintra Febbraio 5, 2025
Google just rolled out some exciting new features for Demand Gen campaigns, giving marketers more control, better creative options, and richer product details. Let’s break down what’s new and how you can use it to your advantage.
More Control Over Where Your Ads Appear
Starting in March, Google is introducing expanded channel controls, allowing you to decide exactly where your ads show up across YouTube, Discover, and Gmail. Got a killer short-form video? Now you can specifically target YouTube Shorts, ensuring your content reaches audiences where they consume the most engaging video content.
This level of control is perfect for marketers who want to fine-tune their targeting strategies. You can now tailor your ad placements to suit different formats and audience preferences, maximizing engagement and conversion rates. Plus, with the inclusion of Google Display inventory, your ads can reach over 90% of the global internet population across 3 million+ sites and apps, increasing the reach of your campaigns beyond just Google’s owned platforms.
Enhanced Creative Tools
Google is launching new creative enhancements to help make ads more engaging and visually compelling. While details are still emerging, these updates aim to improve storytelling and increase engagement by allowing for more interactive and visually dynamic content. This means you’ll have more tools at your disposal to create high-quality, attention-grabbing ads that stand out in increasingly competitive digital spaces.
This presents an opportunity to experiment with more engaging ad formats and see what resonates best with their audiences. With these enhancements, brands can build more immersive campaigns that not only capture attention but also drive higher retention and action rates.
Richer Product and In-Store Details
Soon, your ads will feature more detailed product information, including in-store availability. This will help drive both online conversions and in-person sales by giving users more relevant and actionable information right within the ad.
This update is particularly beneficial for retailers with physical locations. Now, users can see whether an item is available in-store before making a trip, reducing friction in the buying process. This can lead to increased foot traffic and higher conversion rates for businesses that rely on both online and offline sales channels. For e-commerce brands, having richer product details helps create a more seamless shopping experience, allowing potential customers to make informed decisions faster.
New Reporting Columns for Better Insights
Google is adding new reporting columns to Demand Gen campaigns, making it easier to track performance and optimize campaigns. These updates will provide deeper insights into engagement metrics, audience interactions, and conversion pathways, helping marketers refine their strategies with more precision, something every data-driven marketer can appreciate. And if you’re looking to streamline reporting even further, tools like Dataslayer.ai can help centralize and visualize all your performance data efficiently.
These additional reporting tools allow for a more detailed understanding of how campaigns are performing across different placements and audience segments. This means better decision-making, more efficient budget allocation, and improved campaign outcomes. However, with more data also comes the need to interpret and act on it effectively, so ensuring your team is up to speed on these new insights will be crucial.
Goodbye Video Action Campaigns
If you’re running Video Action Campaigns, take note: Google is phasing them out in Q2 2025, transitioning them to Demand Gen campaigns. Google says that this upgrade is meant to bring the best of both worlds together, making it easier to capture demand and drive conversions.
For advertisers who have been relying on Video Action Campaigns, this change may require some adjustments in strategy. According to Google, Demand Gen delivers 58% higher ROAS than Video Action Campaigns. Understanding how to transition existing assets and optimize them for Demand Gen’s capabilities will be key to ensuring continued success.
What’s Next?
With these updates and data, we can conclude that Demand Gen is becoming an even more powerful tool for marketers. The added control, improved creative options, richer product details, and enhanced reporting make it a must-use for brands looking to maximize their advertising impact.
Read the complete announcement from Google qui.
Now, the question is: how will you use these new features to improve your campaigns? Which upgrade will you get the most out of?
