Google Ads has recently announced two new campaign types: Video Views and Demand Generation. Both campaigns fundamentally focus on a video-first approach, offering advertisers improved opportunities to maximize reach and drive action. The announcement was made during Google Marketing Live, highlighting the importance of these additions to Google’s advertising arsenal.
The primary objective of Video View Campaigns is to maximize views and engagement. According to Google, they can deliver an estimated 40% increase in views when compared to traditional skippable in-stream CPV campaigns. They accomplish this by combining various ad formats, such as skippable in-stream ads, in-feed ads, and Shorts ads. The beta for Video Views Campaigns is set to be launched globally next month, providing advertisers with an even more diverse set of options for reaching their audience.
Demand Generation Campaigns are designed to leverage artificial intelligence (AI) to effectively engage consumers and drive action. These campaigns will operate across various platforms such as YouTube Shorts, YouTube in-stream, YouTube in-feed, Discover, and Gmail placements. Unlike the previous lead form ads, the call to action for these campaigns will direct users to the advertiser’s site, allowing for easier tracking of conversions.
One significant feature of Demand Generation Campaigns is the creation of Lookalike segments based on seed lists. These lists can consist of first-party data and YouTube users, allowing for improved targeting through the use of Lookalike segment settings: narrow (2.5% reach), balanced (5% reach), and broad (10% reach). Creatives can be specifically tailored to these Lookalike segments, ensuring that ads resonate with their intended audience.
The addition of Video Views and Demand Generation Campaigns provides advertisers with a new set of tools to maximize reach and drive action. Focusing on a video-first approach, they allow for increased reach across Google’s vast inventory, ensuring that ads appear where audiences are most likely to engage. By offering enhanced targeting capabilities through Lookalike segments, advertisers can make the most of these new campaign types, reaching a wider range of potential customers and boosting overall marketing efforts. As a result, these developments in Google Ads demonstrate a strong commitment to equipping businesses with the tools needed for success in the constantly evolving digital landscape.
Up until working with Casey, we had only had poor to mediocre experiences outsourcing work to agencies. Casey & the team at CJ&CO are the exception to the rule.
Communication was beyond great, his understanding of our vision was phenomenal, and instead of needing babysitting like the other agencies we worked with, he was not only completely dependable but also gave us sound suggestions on how to get better results, at the risk of us not needing him for the initial job we requested (absolute gem).
This has truly been the first time we worked with someone outside of our business that quickly grasped our vision, and that I could completely forget about and would still deliver above expectations.
I honestly can’t wait to work in many more projects together!
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