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Google Ad Campaigns Are Changing

By: Lindsay Moura | 9/27/23

Technology is always changing and evolving. Google will be making some changes to their ad campaigns. Starting in October 2023, Discovery campaigns in your Google Ads account will automatically be updated to Demand Gen campaigns.

What You Need to Know
Google will automatically transfer your Discovery campaign settings, budget, and performance stats to Demand Gen. The functionality in Demand Gen will be identical or comparable to the functionality you are used to. Once your campaigns have been updated you will receive a notification from Google in your ad account.

New Benefits of Demand Gen Campaigns 
While Demand Gen will have all the benefits you are used to, there are many new and improved features for more robust campaign management and more optimal results. Here are the benefits you will get from these new Demand Gen campaigns: 

  • Expand the impact of your ads by reaching up to 3 billion active users.  
  • Personalized ad messaging that tells the right story to the right audience.
  • Leverage the power of AI (Artificial Intelligence) by measuring the full impact of your campaigns and making real-time data-driven optimizations to convert users, bid more efficiently, and optimize the traffic coming to your website. 

Understanding the Types of Google Campaigns 
With so many campaign-type options and the constant changes from Google, it can be tough to know which to leverage and when. For example, this new Demand Gen format may sound similar to Performance Max, but they have some key differences. Demand Gen is precisely that, with the goal of creating awareness and demand for your product or service whereas Performance Max is meant for lead generation and conversion. Here's a breakdown of the key campaign types:  

 SearchPerformance MaxDemand Gen
Use To:Maximize performance across Google SearchMaximize performance across all of Google’s channels and surfacesGenerate demand and deliver business results on Google’s most visual, entertaining surfaces
Bidding Strategy:
  • Target IS
  • Clicks
  • Conversions
  • Conversion Value
  • Conversions
  • Conversion Value
  • Clicks
  • Conversions
  • Conversion Value

For more information on Performance Max and examples of how they have been used successfully, check out this blog post.

If you need help with the right Google advertising strategy, contact our digital marketing experts today.

Categories:

Marketing

Meet the Author: Lindsay Moura

 

 

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