Google has recently announced new details on the transition from Video Action campaigns to Demand Gen which could impact your Google Ads account. Understanding these updates will help your current campaigns perform optimally with new features.
Let’s explore what’s coming and how you can make the most of these improvements.
1. Display Network Inventory Added To Demand Gen Campaigns
Google is expanding Demand Gen to include image inventory across the Google Display Network. Previously, Demand Gen had access to the video-eligible subset of the Google Display Network via Google Video Partners (GVP).
What’s Changing?
- Starting in March, the Google Video Partners section within Demand Gen will be renamed to Google Display Network to reflect this expanded inventory. Use the upgrade tool (available in March) to apply your historical settings and learnings from Video Action Campaigns to your new Demand Gen campaigns.
- The opt-in setting for Google Video Partners will move from the campaign level to the ad group level for greater flexibility.
- By April, all Demand Gen campaigns opted into the Google Display Network with image assets will automatically begin serving on the Google Display Network.
What Action Do You Need To Take?
- If your Google Video Partner campaigns within Demand Gen already use image ads and you want them to serve on the Google Display Network, no action is needed.
- If you don’t want these image ads to serve on the Google Display Network, you can opt-out before March by unchecking “Google Video Partners” at the campaign level. Alternatively, you can opt-out after the new inventory controls are launched in March by unchecking “Google Display Network” at the ad group level.
2. Video Action Campaigns Will Upgrade To Demand Gen
Google is upgrading Video Action Campaigns to Demand Gen, enabling advertisers to create YouTube-only performance campaigns within Demand Gen. This marks the next phase in the transition Google announced last year.
What’s Changing?
- Starting in April, you’ll no longer be able to create new Video Action Campaigns in Google Ads and Display & Video 360 platforms. All YouTube-only performance campaigns must be created within Demand Gen.
- You can create these campaigns by selecting YouTube Only in the Channel Controls. You can also choose to expand your campaigns across all available channels, such as Gmail, Discover Feed, and the Google Display Network.
- Starting in July, Google will automatically upgrade all remaining Video Action Campaigns to Demand Gen.
What Action Do You Need To Take?
- We recommend proactively upgrading your Video Action Campaigns to Demand Gen before July. This gives you full control over the transition, including choosing when to upgrade and which channels your campaigns will target.
- Use the copy/paste or migration tool (available in March) to help facilitate the transition.
These changes will expand your campaign reach and increase flexibility with Google Ads. Whether you’re updating your image inventory for Demand Gen or migrating Video Action Campaigns to Demand Gen, taking proactive steps now will help ensure a smooth transition and optimise your campaigns for success.
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At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
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