Google Ads Discovery Is Becoming Demand Gen 8211 This Is Changing Now

This article provides an overview of the key changes related to the transition from Google Ads Discovery campaigns to Demand Gen campaigns and what they mean for advertisers.

What are discovery campaigns?

Unlike standard search ads, which are triggered when a user asks a specific search query, discovery ads are triggered based on the user’s interests and behavior. They appear in a visually appealing format, often with rich images and a creative message, on Google Discover, YouTube and GMail.

The idea is to reach users in the “discovery phases” of their online activity, where they are open to new products or services but are not actively searching for them. The goal is to grab the user’s attention and get them to take a specific action, be it a click, a signup or a purchase.

MoreWe have information and best practices about discovery ads in this blog articlesummarized.

Why are Discovery now changing to Demand Gen campaigns?

Since the Discovery campaign format has proven to be a very frequently used and effective campaign type, especially in the do and think phase, Google has set itself the task of expanding the functions of Discovery in order to generate more demand and also reach users in the See-Funnel with the now renamed Demand Gen campaign format.

What this essentially means is that the new features have focused on increasing performance beyond Discovery. This is achieved through a stronger focus on YouTube, a new bidding strategy and the use of new lookalike segments.

Once your Discovery campaigns have been converted to Demand Gen campaigns, you should receive a notification in your Google Ads account.

What will change in detail

Source: Tobias Maurer, Group Product Manager, Demand Gen Campaigns

Extended range:

With the inclusion of the YouTube Shorts and In-Stream video formats in addition to YouTube In-Feed, Discovery and GMail, Google now offers the opportunity to generate more demand and reach more users in the See funnel.

Tailored Ads:

Where previously only images could be used as an asset, there is now the option of running images and videos in the same campaign, which also makes A/B testing easier.

New bidding strategy:

In order to generate more demand, in addition to the currently selectable bidding strategies that focus on conversions, you also need the “maximize clicks” bidding strategy so that campaigns without sufficient conversion data can be played effectively.

Reporting & Measurements:

Innovations in reporting were also touted, such as conversion path reports or brand lift and conversion lift studies.

Target groups:

After Lookalike Segments were removed from all campaigns and ad groups in November 2022, they are now making a comeback of sorts with Demand Gen. The new campaign format even offers the option of selecting the level of display and deciding between narrow, balanced or broad.Segment Reach Settings in Google Ads for Demand Gen campaigns, source: Google

Conclusion: What does this mean for advertisers?

But what does Discovery’s move to Demand Gen mean for advertisers? First and foremost: many more options. With an expanded asset inventory, a new bidding strategy, playout on YouTube Shorts and new lookalike segments, there is now the possibility of generating more demand and, in the best case, even improving campaign performance. And if this doesn’t currently fit into the planned strategy, demand gen campaigns can of course still be used in the do phase, like discovery campaigns.

Do you have questions about the transition from Discovery to Demand Gen? We are happy to help you:kontakt@e-dialog.group