Google has announced two new AI-powered advertising solutions: Demand Gen and Video View campaigns.
Designed to enable seamless connections between businesses and consumers, these campaigns can drive product demand from mid-checkpoint through to purchase.
New features include tailored creatives paired with lookalike segments based on audience lists, simplified ad construction, and improved engagement metrics across ad formats.
Google Ads’ new AI-driven solutions also provide businesses with key insights into campaign performance and enable them to make informed decisions.
Google anticipates more widespread adoption 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 immediate action after discovering a new product or brand on Google feeds like Discover or Gmail.
Demand generation campaigns integrate your top-performing video and image resources across YouTube, YouTube Shorts, Discover, and Gmail.
In total, these platforms serve over 3 billion users monthly.
Demand Gen not only increases reach, but also streamlines the ad creation process.
With the newly introduced construction flow, you can see how everything will look before it goes live.
Increase engagement with video view campaigns
Complementing the Demand Gen campaign, Google’s Video View campaign enables brands to maximize views across multiple formats within a single campaign, including In-Stream, In-Feed and now YouTube Shorts.
In preliminary testing, video view campaigns reportedly generated 40% more views on average than skippable in-stream cost-per-view campaigns.
Samsung Germany, a test case for this feature, saw significant success during the holiday season, achieving 94% incremental reach, reduced CPMs and improved consideration.
Increase campaign effectiveness with lookalike segments
Google allows advertisers to pair tailored creatives with brand new lookalike segments based on their audience lists.
Depending on their goals, advertisers can increase conversions from existing customers by offering discounts, or generate demand by attracting new lookalike audiences with special offers.
Solve business challenges with AI-powered insights
These AI-driven solutions can help companies make more informed decisions in the face of various macroeconomic challenges.
With the help of AI, Google enables marketers to measure the increasing impact of campaigns and gain new insights into business challenges.
According to a study, 87% of consumers say YouTube helps them make purchasing decisions faster.
The launch of Demand Gen and Video View campaigns aims to capitalize on this and further increase the value companies derive from advertising on Google’s platforms.
Google is expected to roll out these tools more widely later this year.