Google Ads annonce de nouvelles fonctionnalités pour ses campagnes Demand Gen

Recognised as a global publicité giant, Google Ads has a considerable advantage over many of its competitors. Thanks en particulier to Search and Shopping, annonceurs on the platform can promote their products and services to an audience that has shown explicit intent, particularly through the moteurs de recherche. And while Il s'agit its strength, the American giant is not content to offer an approach based solely on la fin de the conversion funnel. At the beginning of this year, Google Ads a annoncé several updates to its Demand Gen campagnes, which allow annonceurs to explore a whole new audience.

How do Demand Gen campagnes work?

Google Ads a lancé this type of campagne in 2023 to replace Google Discovery. Demand Gen campagnes are designed to generate demand and capture the attention of users on various Google platforms, such as YouTube, Gmail, découvrez and Display, without them necessarily having searched pour le brand name or its products.

Par exemple, a brand of smartwatches designed for sports can target users who have recently viewed articles about running, watched YouTube videos on the subject, or visited a competitor’s site web. Once targeted, users could see an publicités pour le smartwatch on Shorts, an publicités integrated into the découvrez feed, or a promotional message offering a special deal in their Gmail inbox. It is also possible to use Demand Gen campagnes for retargeting, by retargeting users who have already interacted with the brand in the past.

New options to boost demand generation

Demand Gen campagnes have obvious potential, particularly as they compete with Meta Ads campagnes through their ability to reach users at the top and middle of the conversion funnel. Cependant, these campagnes, a lancé in 2023, do not seem to be meeting with the expected success among annonceurs at this stage. In an attempt to change this, Google recently a dévoilé nouvelles fonctionnalités.

Better control over campagne distribution

In future, annonceurs will have greater control over the channels used by their Demand Gen campagnes. Bien que still optimised by artificial intelligence, these campagnes can now be limited to certain channels in Google’s inventory. en plus, the American giant has a annoncé the addition of Google Display to this, permettant annonceurs to also broadcast this immersive content on numerous sites web and applications.

New creative tools to enhance assets

Recognising l'importance de assets in driving campagne performance, Google Ads now offers several nouveaux outils to facilitate the creation of engaging visual content. en particulier, the platform has opened up the field to 9:16 vertical image ads on Shorts and a annoncé the arrival of un nouveau feature that allows users to create shorter versions from longer videos.

A more in-depth performance analysis

non seulement will annonceurs now be able utiliser the most effective formats to generate demand and capture new leads, but it will also be more convenient and intuitive to analyse the performance of these campagnes. Google Ads has a présenté new reporting columns to help annonceurs make the best decisions about budget allocation.

campagnes compatible with Performance Max

These nouvelles fonctionnalités demonstrate Google Ads’ desire to encourage annonceurs to invest in this type of campagne. Il s'agit especially true given that these campagnes are particularly compatible with Performance Max, which Google has been promoting since its launch in late 2021.

Demand Gen campagnes attract new prospects and raise awareness of an offer, while Performance Max campagnes capture purchase intent and drive conversions. Demand Gen campagnes reach users at the top and middle of the conversion funnel to feed remarketing audiences, while Performance Max campagnes capture them and push them to take action. This complementarity is also useful for limiting publicité expenditure, with lower-cost génération de leads on Demand Gen, followed by maximising conversions from these prospects using Performance Max.

Would you like to En savoir plus about Demand Gen campagnes and intégrer them into your stratégie? Feel free to contact our Google Ads agency.