Google is making a significant change to the way advertisers create and manage Display campaigns.
Google Display advertising isn’t going away. Instead, Google is bringing it under the Demand Gen campaign type, giving advertisers access to familiar Display inventory alongside a wider range of Google’s visual placements. While this changes the campaign creation process, advertisers can still run Display-only campaigns.
The main difference is that Display inventory can now sit within the same campaign type as other visual Google placements, including:
- YouTube
- Discover
- Gmail
- Google Maps (currently in text)
- Google Display Network websites and apps
This gives advertisers more flexibility over where and how their visual campaigns appear.
What is Demand Gen?
Demand Gen is Google’s campaign type designed to help businesses generate interest and demand through highly visual advertising. Rather than focusing solely on people actively searching for a product or service, Demand Gen can help businesses reach potential customers while they are browsing, watching content or discovering new things online.
What Does This Mean for Businesses Already Using Display Ads?
If you’re already using Google Display Ads, there’s no need to make any immediate changes. You’ll still be able to advertise across the Google Display Network, but the way these campaigns are set up and managed will change as they move into Demand Gen.
This is also a good opportunity to review your Google Ads strategy and consider whether reaching customers across additional platforms, such as YouTube, Gmail and Discover, could benefit your business. As Google Ads continues to evolve, choosing the right platforms and campaign approach will be key to getting the most from your advertising budget.
Need Help Navigating the Latest Google Ads Changes?
At Adworks, we help businesses make sense of Google Ads and build campaigns around their actual marketing objectives. Whether you’re already running Display campaigns or want to explore Demand Gen, we can help determine the right approach for your business and budget. Get in touch with our team to discuss your Google Ads strategy. Email: studio@adworks.scot or call 01292 885777.