Google recently has exciting updates to its advertising tool, Demand Gen, designed to help businesses connect with customers through visually appealing ads on YouTube, Gmail, and other parts of Google’s platform. These upgrades simplify campaign customization and support businesses in boosting sales—online and in-store. Let’s dive into what’s new and why it matters.
1. Better Control Over Where Ads Appear
Not all ad placements are created equal, and now Google is giving businesses more control over where their ads will show up. Whether it’s YouTube, YouTube Shorts, Gmail, or other Google properties, companies can choose platforms that align best with their audience. Additionally, Google has introduced Display Inventory, a feature that expands ad reach across millions of websites and apps.
For instance, a fashion brand looking to target younger audiences might prioritize YouTube Shorts for bite-sized, high-engagement content. Having this kind of flexibility can significantly enhance campaign impact.
For more specifics, visit Google’s explanation of Control where your ads appear.
2. More Creative Tools for Ads
Engaging stories are central to effective advertising, and Google is doubling down on helping businesses craft compelling visual campaigns. With Demand Gen, you can now create ads in a variety of formats, including vertical 9:16 videos, specifically designed for platforms like YouTube Shorts. Better yet, new tools let you easily turn longer videos into shorter, more engaging clips for mobile audiences.
For example, a cozy neighborhood café could take its full-length promotional video and trim it into quick, engaging segments for YouTube Shorts, making it easy to showcase their best lattes and pastries to on-the-go viewers.
Learn more about these tools by visiting the section on Multiply your creative impact.
3. Helping Retailers Sell More Products
Retailers, this one’s for you. Google has integrated Demand Gen with Google Merchant Center to incorporate detailed product information directly into ads. Imagine a prospective customer clicking on an ad for running shoes—instant details like sizes, colors, and prices pop up. Even better, ads can now display real-time in-store availability, encouraging shoppers to swing by their nearest location.
This feature is a game-changer for businesses with both online and physical stores, like a furniture retailer showing customers exactly what’s in stock at their closest branch.
For more insights, check out Drive sales with a more seamless purchase journey.
4. Easier Performance Comparisons
Ever wonder if your Google ads perform better than your social media campaigns? Google has launched new reporting tools to enable cross-platform performance comparisons. These reports include metrics like view-through conversions, which track how many people take action after simply viewing an ad (even without clicking it). It’s a straightforward way to see what’s working and where your budget is best spent.
For a closer look, explore Google’s section on Compare performance across platforms.
5. Transitioning from Video Action Campaigns
If your business has been using Google’s Video Action Campaigns, take note: starting in April 2025, you’ll no longer be able to create new ones. By July 2025, any remaining campaigns will automatically transition to Demand Gen. Google is encouraging businesses to switch early to take advantage of these enhancements.
Transitioning to Demand Gen will ensure you’re leveraging all the latest tools to drive better results for your campaigns.
Final Thoughts
With these updates, Google is simplifying and supercharging ad campaigns for businesses of all sizes. Whether it’s refining where ads appear, creating eye-catching content, or improving the customer purchase journey, Demand Gen unlocks exciting new possibilities for reaching your audience effectively.
Ready to get started? Explore all these features on Google’s official blog and take your marketing to the next level.