Google confirmed that Discovery campaigns are officially being transitioned to the new Demand Gen campaign type.
Google Ads liaison Ginny Marvin announced the news via Twitter and LinkedIn on 8/15.
The ad format transition is another move towards an AI-first environment in Google Ads.
Read on to understand what Demand Gen ads are, what the transition time looks like, and what to expect.
Demand Gen Campaigns Explained
Google’s newest Demand Gen campaign type was initially debuted in June 2023 alongside Video View campaigns.
Demand Gen campaigns are powered by AI and designed to drive demand from users in the mid-funnel.
The new campaign type has several unique features unavailable in other campaign types.
Ads running in Demand Gen campaigns are designed to be more “social” in nature, amplifying top video and image assets across Google’s visual platforms. These include:
- YouTube
- YouTube Shorts
- Discover
- Gmail
Advertisers can take advantage of multiple ad formats using video and image assets, all in one campaign.