Google has announced two new AI-powered campaigns to help businesses connect more easily with consumers.
Writing in a company blog post, Vidhya Srinivasan, VP & GM, Advertising at Google said its Demand Gen and Video View campaigns are being introduced so businesses can drive demand from the mid-funnel, all the way to purchase.
“With Demand Gen, your best-performing video and image assets are integrated across our most visual, entertainment-focused touchpoints — YouTube, YouTube Shorts, Discover and Gmail. These products reach over 3 billion monthly users as they stream, scroll and connect,” she said.
“With Demand Gen’s all new construction flow, we’re making it easier than ever to bring your top-performing image and video assets into Google Ads and preview how they’ll look before they run.”
According to Google, the feature allows businesses to expand beyond existing customers with lookalike segments based on their audience lists. By optimising for conversions, as well as Maximise clicks bidding, marketers can create campaigns that help “spur the right action at the right moment.”
For example, this could mean generating demand by driving new lookalike audiences to a company’s site with a special offer to join a brand’s subscription program.
With Video View campaigns, brands will have the ability to maximize views across in-stream, in-feed and YouTube Shorts, all within a single campaign. Google said that in early testing, Video View campaigns have achieved an average of 40% more views compared to in-stream skippable cost-per-view campaigns. These new AI-driven solutions also allow marketers to measure the incremental impact of campaigns with brand lift, search lift and data driven attribution so businesses can make smarter decisions, the company said.
