In the ever-changing world of digital marketing, adaptation and evolution are key to staying relevant and effective. Recently, we have witnessed the progressive replacement of Discovery Ads campaigns by more focused and strategic Demand Gen campaigns. This shift marks a significant turning point for advertisers and brands to align with the new market trends.
The end of Discovery Ads
Discovery Ads campaigns stood out for their ability to capture users’ attention just when they were exploring new things, in a less intrusive manner.
While these campaigns have been effective in increasing visibility and brand awareness, their ability to generate conversions and qualified leads has been limited. Over the past few years, they have been losing ground in an increasingly saturated environment of advertising content, where the constant change in consumer behavior and the evolution of the digital ecosystem have led to the need for more dynamic and personalized approaches.
Introduction to Demand Gen Campaigns
Demand Gen campaigns have been created as a more effective and user-focused option. Instead of simply showing users the products or services they are actively seeking, the goal of these campaigns is to reach users even before they consider actively searching for a brand.
One of the distinctive features of Demand Gen campaigns compared to Discovery Ads campaigns is their focus on personalization and relevance. In a world where consumers are constantly bombarded with advertising messages, the ability to offer content tailored to the specific needs and interests of the audience is crucial to stand out.
This approach not only increases relevance and personalization but also enhances efficiency in acquisition, as we will reach the right users at the right moment.
Advantages of Demand Gen Campaigns over Discovery Ads
Demand Gen campaigns offer a series of advantages over Discovery Ads campaigns, but the main ones are:
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New formats and placements that allow for greater reach: Unlike Discovery campaigns, Demand Gen campaigns enable us to reach new audiences through more placements than in Discovery campaigns. These campaigns allow us to use the placements we already work with in Discovery campaigns such as Google Discovery, Gmail, and YouTube, in addition to YouTube feed, In-Stream, and Shorts within a single campaign with video format creatives.
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Similar audiences: With Demand Gen, the long-awaited similar audiences make a comeback. These new campaigns make it easier to identify customers who have previously interacted with the brand and to search for similar profiles with potential to become leads.
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Additional bidding options: Besides the conversion-focused bidding strategies we had with Discovery Ads campaigns, Demand Gen allows advertisers to use the “Maximize Clicks” strategy. This alternative could be suitable for advertisers with long or complex conversion processes, or who simply want to increase traffic to their website.
In conclusion, the shift towards Demand Gen campaigns will serve to connect with users more effectively, enabling us to build lasting relationships. While the change may seem challenging, it offers a unique opportunity to innovate and connect with the audience through personalized messages and content, adapting to market changes to meet consumer demand.
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