Google has rolled out new features for Demand Gen campaigns just in time for the holiday season. These updates give advertisers more control over where and how their ads appear, along with new tools for testing and optimizing creatives. Here’s a quick overview:
1. Brand Suitability Controls
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Ads can now be shown in YouTube Home feed, YouTube Watch Next feed, and Discover with consistent brand safety rules.
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Three modes:
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Standard: Suitable for most brands, avoids strong profanity, sexual content, and dramatized violence.
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Expanded: Maximizes reach, including content with potentially sensitive themes.
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Limited: Most restrictive, for brands with strict content guidelines.
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Advertisers can also exclude content themes like tragedy, political, or religious topics.
2. Asset Testing (A/B Experiments)
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Test text, images, and videos to see which creative performs best.
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Select a success metric: CPC, cost per conversion, conversion rate, or CTR.
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Compare a control campaign with a “treatment” campaign where only creatives differ.
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Results are shown with confidence levels (70%, 80%, 95%) to help guide decisions.
3. Video Enhancements
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Google can now automatically generate video variations for different screen sizes and orientations.
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This includes vertical crops, shorter cuts, and aspect ratio adjustments—no manual editing needed.
4. AI Image Tools
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Advertisers can create and optimize images for campaigns using AI, making it easier to scale creative assets across placements.
These updates are aimed at helping advertisers improve performance and maintain brand safety across Google’s massive network, which reaches around 3 billion monthly users.