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As is well known, Google Ads is a powerful platform that enables companies and organizations to promote their products and services online to a wide audience. In this constantly changing world of online marketing, it is extremely important to keep up with the latest developments and strategies. One of these latest developments from Google is the introduction of:
- Demand Gen – campaigns
- Video View – campaigns
With the introduction of these new campaigns, Google is responding to constantly changing customer behavior. In today's market, consumers are considering purchases more than ever. Many different products are compared, and all options are considered. The changing customer behavior thus influences the customer's decision-making process, as evidenced by the fact that:
- 1 in 3 consumers spend more time making a decision and consider more than one brand.
- 48% of consumers are willing to switch to score a better deal this way.
- 50% of consumers watched an online video in the last quarter of 2022 before making a purchase.
- The likelihood of a purchase is 3 times greater when your product/brand is already known to the consumer in the consideration phase.
To respond to this, Google has introduced 2 new campaigns that help with a very specific need, namely: video viewing and demand generation. In this blog, we will discuss what Demand Gen campaigns and Video View campaigns are, and we will further zoom in on the functionalities of the Demand Gen campaign and its benefits.
What are Video View campaigns?
Video View campaigns are aimed at maximizing the number of views of videos to promote video content within the YouTube network. Video View campaigns combine different formats, including in-stream ads, in-feed ads, and short ads to maximize visibility. The goal is to increase the reach and engagement of the target audience by ensuring that as many people as possible watch the video. It is important to keep in mind that the campaign is focused on increasing the number of views, but not on driving clicks and conversions. Various tests by Google have shown that Video View – campaigns achieve an average of 40% more views compared to In-stream campaigns. The beta version of the Video View campaign is not yet available in the Netherlands. The launch is expected around August.
What are Demand-Gen campaigns and how do they work?
Demand Gen – Campaigns, also known as Demand Generations campaigns, are aimed at stimulating demand for products or services among potential consumers. Unlike traditional ads, which are generally often focused on direct sales (think of Shopping campaigns, for example), Demand Gen campaigns focus on creating interest, awareness, and engagement with the brand. This campaign is designed to guide potential customers through the marketing funnel and thus bind the customers to the brand. This way, you influence consumers in the middle stage of the funnel to create consistent demand and thus stimulate sales and growth.
Demand Gen campaigns offer a set of unique features specifically developed for the needs of today's marketer. The Demand Gen Campaign uses AI to reach, stimulate, and activate your target audience with your best-performing images and videos. The intention of the Demand Gen campaign is therefore to arouse the interest of potential customers by displaying the best-performing images and videos within the following networks:
- YouTube InStream
- YouTube – infeed
- YouTube Shorts
- Discovery
- Gmail
These networks collectively reach more than 3 billion users monthly.
With the help of this new campaign, it becomes significantly easier to integrate your best-performing images and videos within the above Google networks, and you also get to see in advance how your ads will look.
However, this is not all that is known about Demand Gen campaigns. It is possible to make your campaigns even smarter and more relevant by combining tailored content with look-a-like audiences based on your audience lists. These look-a-like audiences are created using AI and consist of users who resemble your best customers. The audiences can be set as:
- Narrow – 2.5% reach
- Balanced – 5% reach
- Broad – 10% reach
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The displayed content is also tailored using AI and machine learning based on your audiences. This also makes it possible to create campaigns based on your goals or audiences. For example, you can increase the conversion rate and the number of conversions by offering existing customers a discount, but it is also possible to create demand among your look-a-like audiences by introducing them to the brand and enticing them with a special offer.
In addition to the Video View campaign, it is also expected that the beta version of the Demand Gen campaign will be available in Q3 2023.
Benefits of Demand Gen campaigns
The use of Demand Gen campaigns within Google Ads offers many new possibilities, but also provides several benefits such as:
- Increasing the visibility of your product or service: By using targeted and specific ads through various networks, advertisers can reach a wider audience to increase the visibility of your product or service.
- Increasing engagement: By encouraging relevant and valuable content and interaction, advertisers can increase the engagement of potential customers, which can lead to a higher conversion rate.
- Building brand awareness: Demand Gen campaigns are effective in creating and building brand awareness and creating a positive brand association with potential customers, even if they have not made a purchase.
- Building long-term customer relationships: By reaching potential customers early in the funnel, advertisers can build strong and long-term customer relationships. By also targeting current customers, this customer relationship will only become stronger.
Conclusion
With the introduction of the Video View campaign and the Demand Gen campaign, Google is specifically focusing on video viewing and demand generation. This gives advertisers a new and effective way to stimulate demand for their products or services. By creating targeted ads, sharing valuable content, and encouraging interaction, advertisers can increase engagement and build customer relationships. Additionally, Video View campaigns can greatly increase visibility. As an advertiser, it is therefore a great opportunity to integrate the new campaigns into your online marketing strategy. This way, you can increase growth, awareness, visibility, customer relationships, and the likelihood of a purchase.
Do you want to know more about all developments, updates, and possibilities within Google Ads or do you have another online marketing question? Feel free to contact us.
