Google expands Demand Gen campaign tools

Google has announced new enhancements to its Demand Gen campaigns to help businesses maximize engagement across YouTube, Google’s Discover feed, and Gmail.

The updates include expanded controls for ad placements, creative improvements, and advanced retail features.

Google said advertisers can now decide precisely where their ads appear across YouTube, Discover, and Gmail. They will also be able to tailor campaigns specifically for YouTube Shorts to increase reach among mobile-first audiences.

The tech giant is additionally integrating its video partners network into the Google Display Network, enabling advertisers to connect with a broader audience across over three million sites and apps.

Advertisers can further now run 9:16 vertical image ads on YouTube Shorts. Video enhancement tools will support the creation of shorter, optimised ad versions, helping brands seamlessly adapt content across multiple formats.

For retailers, meanwhile, Google is rolling out product feeds for Demand Gen campaigns, enabling shoppers to access full product details directly from ads, improving discovery and engagement.

Local offers provide real-time product availability, driving foot traffic to physical store locations.

Google aims to offer advertisers a more transparent view of Demand Gen campaign performance with the new reporting columns in Google Ads, helping businesses make informed budget decisions and optimise their marketing strategies effectively compared to other paid social efforts.

The company said as part of its efforts to refine its advertising solutions, Video Action Campaigns will be upgraded to Demand Gen starting in April.

“Advertisers will no longer be able to create new Video Action Campaigns, and automatic upgrades will begin in July,” said Google, adding advertisers will be able to use Demand Gen’s expanded features while maintaining their historical campaign settings and performance data.