Google has announced several updates to its Demand Gen advertising platform. The platform is introducing new controls, creative enhancements, and product-driven features aimed at improving ad performance. The company also provided a timeline for transitioning Video Action Campaigns to Demand Gen.

Expanded ad placement controls across Google surfaces

Google says in March it will roll out expanded channel controls for all available ad surfaces in Demand Gen. This update, launching in beta, will allow advertisers to choose where their ads appear across YouTube, Discover, and Gmail. A key addition is the ability to serve ads specifically on YouTube Shorts. 

Google Display inventory will also come into Demand Gen. Brands can use this tool to stay visible to customers across more content-browsing experiences.

Product feeds bring full product details to ads

Google is introducing product feeds for Demand Gen ads. The update will enable users to scroll through detailed product information directly within the ad experience. This feature, available in the coming weeks, requires a Google Merchant Center account.

The platform will also launch local offers for Demand Gen with product feeds. This will display real-time local product availability. The platform claims the update aims to connect online shoppers with nearby stores. The feature also supports an omnichannel strategy by optimizing for both online and in-store sales.

New reporting tools to compare performance across platforms

New reporting columns in Google Ads will be added to Demand Gen. These updates will include view-through conversions, aligning Demand Gen’s performance metrics with social advertising platforms. The new reporting tools will allow advertisers to the impact of Demand Gen campaigns from other Google campaigns.

Creative asset updates for better ad performance

Demand Gen will also see an expansion in its creative capabilities. Advertisers can now run 9:16 vertical image ads on YouTube Shorts by late February. In the coming weeks, the platform will also roll out a new tool to generate shorter video versions at scale.

Google is adding an improved ad creation flow with more customization options and the ability to share ad previews with external stakeholders.

Video Action Campaigns to be phased out

Advertisers will no longer be able to create new Video Action Campaigns in Google Ads or Display & Video 360 starting in April. The company says advertisers should move to Demand Gen before an automatic upgrade begins in July.

To help with the transition, Google will provide an upgrade tool in March that applies historical settings and learnings from Video Action Campaigns to new Demand Gen campaigns. 

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