Google To Upgrade Video Action Campaigns To Demand Gen via @sejournal, @MattGSouthern

Google to replace Video Action Campaigns with Demand Gen, promising improved performance and multi-format capabilities for advertisers. The post Google To Upgrade Video Action Campaigns To Demand Gen appeared first on Search Engine Journal.

Sep 4, 2024 - 21:04

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Google To Upgrade Video Action Campaigns To Demand Gen via @sejournal, @MattGSouthern

Google to replace Video Action Campaigns with Demand Gen, promising improved performance and multi-format capabilities for advertisers.

Google is phasing out Video Action Campaigns by Q2 2025. Demand Gen campaigns will replace them, offering multi-format ads. Advertisers should start transitioning and testing Demand Gen now.

Google has unveiled plans to phase out its Video Action Campaigns in favor of the Demand Gen campaign type, with the transition set to begin in Q2 2025.

Key Changes

Michael Levinson, VP and GM of Social, Local, and Vertical Ads at Google, outlined several aspects of the upgrade:

Multi-Format Approach: Demand Gen campaigns will allow advertisers to use video and image ads within a single campaign. Expanded Reach: The new format will extend ad placements beyond YouTube to include Discover and Gmail. Audience Targeting: New features include lookalike segments to reach audiences similar to existing customers. Performance Metrics: Google claims early data shows improved campaign conversion rates using video and image assets.

Transition Timeline

The shift will occur in stages:

Early 2025: Introduction of a migration tool for manual upgrades March 2025: Suspension of new Video Action Campaign creation Q2 2025: Automatic upgrade of remaining Video Action Campaigns

Preparation For Advertisers

Google is advising advertisers to:

Begin experimenting with Demand Gen campaigns Use upcoming tools to duplicate existing campaign settings Familiarize themselves with new features and best practices

Advertiser Success Story

Food delivery platform DoorDash reported significant improvements after testing Demand Gen campaigns. Working with Kepler, they achieved a 15x higher conversion rate at a 50% more efficient cost per action compared to their Video Action Campaigns.

Support & Resources

Google plans to provide ongoing support throughout the transition, including:

An upcoming webinar featuring product experts Updates via the @GoogleAds Twitter account Detailed information in the Google Ads Help Center Creative excellence and best practices guides A comprehensive FAQ page

Marketers should prepare to adapt their strategies for this platform change. As adoption increases, the real impact on ad performance and user experience will become clearer.

Featured Image: Veroniksha/Shutterstock

SEJ STAFF Matt G. Southern Senior News Writer at Search Engine Journal

Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, ...