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Google Ads Demand Gen Campaigns: Say Goodbye to Discovery Ads (and Hello to Broader Reach!)

Lauren Lawson

2 months ago

Demand Gen campaigns are finalizing this month's takeover as Google sunsets Discovery Ads. But why the transition? How are Demand Gen campaigns coming to revolutionize the way businesses advertise to audiences, especially those that are more visually engaged?

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google discovery ads migration to demand gen

Let us give you an overview of what you should know and what to expect.

Farewell, Google Discovery Ads: A Brief Recap

Launched in 2019, Discovery Ads offered a unique way to reach potential customers on Google's Discovery feed. This feed appears on various Google properties like YouTube and Gmail, showcasing visually appealing images and headlines to capture user attention. Discovery Ads effectively drove brand awareness and consideration, particularly for new or unfamiliar products.

transition google discovery ads to demand gen

Enter Demand Gen: A Broader Approach

While Discovery Ads served a purpose, Google's vision for the future lies in Demand Generation (Demand Gen) campaigns. This new campaign type takes a more comprehensive approach to audience reach, leveraging Google's vast network to showcase your ads across a wider range of placements. This includes:

  • YouTube: Reach users actively consuming video content, a powerful avenue for brand storytelling and product demonstrations.
  • Gmail: Target potential customers within their inboxes, grabbing their attention during a high-engagement activity.
  • Discover Feed (Still Present!): Discovery remains a core placement within Demand Gen, allowing you to continue engaging users as they browse Google properties.
google demand gen vs. discovery ads

Google Demand Gen Advantages Over Discovery Ads:

  • Expanded Reach: Advertise across a wider spectrum of Google properties, reaching a larger and more diverse audience.
  • AI-Powered Optimization: Google's machine learning optimizes ad placements and creatives for maximum impact, taking the guesswork out of campaign management.
  • Tailored Ad Experiences: Create personalized experiences for your target audience, delivering the right message at the right time.
  • Unified Measurement: Gain comprehensive insights into campaign performance across all placements within a single, user-friendly interface.

Demand Gen vs. Discovery Ads: A Side-by-Side Comparison

google demand gen vs. discovery ads comparison

Who Should Consider Demand Gen Campaigns?

Demand Gen's versatility makes it suitable for a wide range of businesses. However, it might be particularly beneficial for:

  • Businesses with ambitious growth objectives looking to expand reach and attract new customers.
  • Brands launching new products or services by generating initial excitement and awareness around latest offerings with demand gen's impactful placement across youtube and gmail.
  • Those prioritizing brand building and consideration to nurture brand recognition and positive associations with potential customers using visually compelling ad formats Demand Gen campaigns have to offer.
google demand gen for business advertisers

Getting Started with Demand Gen Campaigns

The transition to Demand Gen is likely seamless for most businesses. 

Here's what to expect:

  • Automatic Upgrades: Existing Discovery Ads campaigns will automatically be upgraded to Demand Gen by March 2024.
  • New Campaign Creation: Google Ads offers the option to create new Demand Gen campaigns, allowing you to tailor settings and creatives specifically for this format.
  • Data Continuity: All historical performance data from Discovery Ads will be preserved, ensuring a smooth transition.

Case Study 

google demand gen case study

Moving Forward with Confidence

The introduction of Demand Gen signifies Google's commitment to providing advertisers with powerful tools to reach their target audiences effectively. While Discovery Ads served a purpose, Demand Gen offers a more comprehensive and future-proof approach to campaign management. By leveraging Google's AI and expansive reach, you can engage with a larger audience, deliver personalized messaging, and gain valuable insights into campaign performance—the perfect strategy for achieving your marketing goals.

So, embrace the change! As Google Ads evolves, Demand Gen empowers you to navigate the ever-changing digital advertising landscape confidently. Explore your PPC marketing options with us!