{"id":657056,"date":"2025-03-14T19:05:11","date_gmt":"2025-03-14T16:05:11","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/"},"modified":"2025-03-14T19:05:11","modified_gmt":"2025-03-14T16:05:11","slug":"googles-demand-gen-upgrade-key-changes-and-success-strategies","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/","title":{"rendered":"#Google\u2019s Demand Gen upgrade: Key changes and success strategies"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3664e7a907c\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3664e7a907c\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#From_smarter_prospecting_and_remarketing_to_new_ad_formats_heres_what_you_need_to_know_about_Googles_evolving_Demand_Gen_campaigns\" >From smarter prospecting and remarketing to new ad formats, here\u2019s what you need to know about Google\u2019s evolving Demand Gen campaigns.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#A_snapshot_of_Googles_Demand_Gen_campaigns\" >A snapshot of Google\u2019s Demand Gen campaigns<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Getting_started_with_Demand_Gen\" >Getting started with Demand Gen<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Remarketing\" >Remarketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Prospecting\" >Prospecting<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Identifying_your_audiences\" >Identifying your audiences<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Life_events\" >Life events<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#In-market_audiences\" >In-market audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Affinity_audiences\" >Affinity audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Custom_audiences\" >Custom audiences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Lookalike_audiences\" >Lookalike audiences<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#The_end_of_VACs_Shifting_to_Demand_Gen\" >The end of VACs: Shifting to Demand Gen<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Key_tactics_for_winning_Demand_Gen_campaigns\" >Key tactics for winning Demand Gen campaigns<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Align_strategies_with_business_goals\" >Align strategies with business goals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Use_product_feeds_for_ecommerce\" >Use product feeds for ecommerce<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Test_prospecting_if_remarketing_underperforms\" >Test prospecting if remarketing underperforms\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Allow_time_for_campaign_ramp-up\" >Allow time for campaign ramp-up<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Experiment_with_video_ads\" >Experiment with video ads\u00a0<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Measuring_success\" >Measuring success<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Whats_next_for_Demand_Gen\" >What\u2019s next for Demand Gen?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/buradabiliyorum.com\/en\/googles-demand-gen-upgrade-key-changes-and-success-strategies\/#Dive_into_Demand_Gen_and_stay_ahead\" >Dive into Demand Gen and stay ahead<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"From_smarter_prospecting_and_remarketing_to_new_ad_formats_heres_what_you_need_to_know_about_Googles_evolving_Demand_Gen_campaigns\"><\/span>From smarter prospecting and remarketing to new ad formats, here\u2019s what you need to know about Google\u2019s evolving Demand Gen campaigns.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Staying ahead in Google Ads means adapting fast.\u00a0<\/p>\n<p>With Video Action Campaigns (VAC) being phased out and absorbed into Demand Gen, you have a new opportunity to drive growth.\u00a0<\/p>\n<p>Fortunately, Google is rolling out powerful new tools to help maximize performance.\u00a0<\/p>\n<p>This article breaks down what\u2019s changing and how to optimize your Demand Gen campaigns for success.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-a-snapshot-of-google-s-demand-gen-campaigns\"><span class=\"ez-toc-section\" id=\"A_snapshot_of_Googles_Demand_Gen_campaigns\"><\/span>A snapshot of Google\u2019s Demand Gen campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Demand Gen campaigns (formerly Discovery campaigns) allow users to buy Google\u2019s ad inventory across <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">YouTube<\/a> Shorts, YouTube In-Stream, YouTube In-Feed, Discovery feeds, Gmail, and Google Video partners.<\/p>\n<p>These campaigns support three ad types for ecommerce:<\/p>\n<ul class=\"wp-block-list\">\n<li>Image and product ads.<\/li>\n<li>Video and product ads.<\/li>\n<li>Products-only ads.<\/li>\n<\/ul>\n<p>For lead generation, they offer three ad formats:<\/p>\n<ul class=\"wp-block-list\">\n<li>Single image ads.<\/li>\n<li>Video ads.<\/li>\n<li>Carousel image ads.<\/li>\n<\/ul>\n<p>Google developed Demand Gen campaigns to compete with Meta, aiming to drive top-funnel investment while generating new demand and increasing brand awareness.\u00a0<\/p>\n<p>Google is also expected to add Display Network inventory soon.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"501\" alt=\"Demand Gen ad formats\" class=\"wp-image-453249\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats-600x188.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats-800x251.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats-200x63.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats-768x240.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats-1536x481.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"501\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats.png.webp\" alt=\"Demand Gen ad formats\" class=\"wp-image-453249\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats-600x188.png.webp 600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats-800x251.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats-200x63.png.webp 200w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats-768x240.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Demand-Gen-ad-formats-1536x481.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<p><strong><em>Dig deeper: New in Google Demand Gen Ads: Automatically create short videos<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-getting-started-with-demand-gen\"><span class=\"ez-toc-section\" id=\"Getting_started_with_Demand_Gen\"><\/span>Getting started with Demand Gen<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google continues to launch new tools for Demand Gen campaigns, giving you more opportunities to maximize results.\u00a0<\/p>\n<p>Let\u2019s explore two key strategies to help you succeed.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-remarketing\"><span class=\"ez-toc-section\" id=\"Remarketing\"><\/span>Remarketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Remarketing is an essential part of any Demand Gen strategy.\u00a0<\/p>\n<p>Also known as retargeting, it allows you to show ads to people who have already interacted with your website, encouraging them to take a desired action \u2013 such as making a purchase.\u00a0<\/p>\n<p>Here\u2019s how to optimize your remarketing efforts:<\/p>\n<p><strong>Start consolidated<\/strong><\/p>\n<p>Most budgets start small, so it\u2019s best to begin with a single remarketing campaign that targets users who engaged with your site within the last 30 days \u2013 up to a maximum of 90 days if your sales cycle is longer.<\/p>\n<p><strong>Avoid combining remarketing and prospecting<\/strong><\/p>\n<p>One common mistake is blending remarketing and prospecting into a single campaign.\u00a0<\/p>\n<p>These serve different purposes and perform differently. Mixing them will only obscure your data and make decision-making harder.<\/p>\n<p><strong>Segment audiences based on volume and performance<\/strong><\/p>\n<p>As your budget grows, segmenting audiences by shorter or longer engagement windows can help refine targeting and improve performance \u2013 if volume permits.\u00a0<\/p>\n<p>A one-day cart abandoner doesn\u2019t need the same messaging as a 90-day one.<\/p>\n<p><strong>Use Demand Gen alongside display remarketing<\/strong>\u00a0<\/p>\n<p>If you\u2019re already running standard display remarketing and seeing success, expanding your reach with Demand Gen can make your campaigns even more effective.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-prospecting\"><span class=\"ez-toc-section\" id=\"Prospecting\"><\/span>Prospecting<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Prospecting differs from remarketing because you\u2019re reaching out to potential customers \u2013 people who haven\u2019t interacted with your brand yet but are likely to be interested.\u00a0<\/p>\n<p>This is where the magic h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ens. With prospecting, you\u2019re engaging cold audiences and truly generating demand.<\/p>\n<p>While prospecting may not deliver immediate returns, it plays a crucial role in the customer journey. Here\u2019s how to make it work for you:\u00a0<\/p>\n<p><strong>Leverage past audience successes<\/strong><\/p>\n<p>If previous audience-based prospecting campaigns performed well, they\u2019re likely to work within Demand Gen\u2019s ad inventory too. Apply past learnings to your current campaigns.<\/p>\n<p><strong>Analyze data from other campaigns<\/strong><\/p>\n<p>Review data from your other campaigns to identify audiences with high search intent or conversion rates. Use these insights to refine your Demand Gen targeting.<\/p>\n<p><strong>Start broad, then refine<\/strong><\/p>\n<p>Begin with broad targeting and gradually narrow your parameters based on performance. This ensures enough volume for the algorithm to learn and optimize efficiently.<\/p>\n<p><strong>Validate your investment<\/strong><\/p>\n<p>Use multi-touch attribution (MTA) modeling or incremental testing to analyze how each customer interaction contributes to conversions. This data will help justify prospecting investments.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-identifying-your-audiences\"><span class=\"ez-toc-section\" id=\"Identifying_your_audiences\"><\/span>Identifying your audiences<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>No matter what type of campaign you\u2019re running, audience selection is key. You can segment audiences in several ways:<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-life-events\"><span class=\"ez-toc-section\" id=\"Life_events\"><\/span>Life events<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Target consumers experiencing major milestones.<\/li>\n<li><strong>Example<\/strong>: A pet brand targeting \u201cNew Pet \u2192 Recently Added Dog to Household.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-in-market-audiences\"><span class=\"ez-toc-section\" id=\"In-market_audiences\"><\/span>In-market audiences<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Reach users actively searching for related products or services.<\/li>\n<li><strong>Example<\/strong>: A hair care brand targeting users searching for \u201cshampoos and conditioners.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-affinity-audiences\"><span class=\"ez-toc-section\" id=\"Affinity_audiences\"><\/span>Affinity audiences<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Engage users based on long-term interests and behaviors.<\/li>\n<li><strong>Example<\/strong>: A fitness apparel company targeting \u201chealth and fitness buffs.\u201d<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-custom-audiences\"><span class=\"ez-toc-section\" id=\"Custom_audiences\"><\/span>Custom audiences<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Use specific keywords, URLs, and app usage to create unique audience segments.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-lookalike-audiences\"><span class=\"ez-toc-section\" id=\"Lookalike_audiences\"><\/span>Lookalike audiences<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Identify new potential customers by leveraging first-party customer data.<\/li>\n<li><strong>Example<\/strong>: Using past purchasers or YouTube subscribers as seed lists.<\/li>\n<\/ul>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-the-end-of-vacs-shifting-to-demand-gen\"><span class=\"ez-toc-section\" id=\"The_end_of_VACs_Shifting_to_Demand_Gen\"><\/span>The end of VACs: Shifting to Demand Gen<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>By July 2025, Google will automatically upgrade all VACs to Demand Gen campaigns.\u00a0<\/p>\n<p>To ensure a smooth transition, consider these strategies:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Create video-only Demand Gen campaigns:<\/strong> If you want to maintain control over YouTube ad placements, set up dedicated video-only Demand Gen campaigns.<\/li>\n<li><strong>Use integrated video and image ads:<\/strong> For brands less concerned with YouTube-specific performance, a mixed-media approach (video + image ads) will maximize reach.<\/li>\n<\/ul>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"965\" alt=\"VACs to Demand Gen comparison\" class=\"wp-image-453248\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison-560x338.png.webp 560w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison-800x483.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison-187x113.png.webp 187w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison-768x463.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison-1536x926.png 1536w\" data-lazy-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"965\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison.png.webp\" alt=\"VACs to Demand Gen comparison\" class=\"wp-image-453248\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison.png.webp 1600w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison-560x338.png.webp 560w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison-800x483.png.webp 800w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison-187x113.png.webp 187w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison-768x463.png.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/VACs-to-Demand-Gen-comparison-1536x926.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n<\/div>\n<h2 class=\"wp-block-heading\" id=\"h-key-tactics-for-winning-demand-gen-campaigns\"><span class=\"ez-toc-section\" id=\"Key_tactics_for_winning_Demand_Gen_campaigns\"><\/span>Key tactics for winning Demand Gen campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Once you\u2019ve committed to a Demand Gen campaign, setting it up for success is key. Follow these best practices to maximize performance:<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-align-strategies-with-business-goals\"><span class=\"ez-toc-section\" id=\"Align_strategies_with_business_goals\"><\/span>Align strategies with business goals<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Whether your focus is ecommerce or lead generation, tailor your campaigns to support your primary objectives.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-use-product-feeds-for-ecommerce\"><span class=\"ez-toc-section\" id=\"Use_product_feeds_for_ecommerce\"><\/span>Use product feeds for ecommerce<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Enable dynamic Demand Gen campaigns to showcase product images alongside traditional ad formats.\u00a0<\/li>\n<li>Advertisers who add product feeds to Demand Gen campaigns typically see a <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/support.google.com\/google-ads\/answer\/13721750?hl=en\" target=\"_blank\" rel=\"noopener\">33% increase in conversions<\/a> without a rise in cost per action (CPA), according to Google.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-test-prospecting-if-remarketing-underperforms-nbsp\"><span class=\"ez-toc-section\" id=\"Test_prospecting_if_remarketing_underperforms\"><\/span>Test prospecting if remarketing underperforms\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>In some cases, prospecting campaigns outperform remarketing efforts. It seems counterintuitive, but that\u2019s the nature of Demand Gen.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-allow-time-for-campaign-ramp-up\"><span class=\"ez-toc-section\" id=\"Allow_time_for_campaign_ramp-up\"><\/span>Allow time for campaign ramp-up<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Unlike direct response campaigns, Demand Gen needs longer optimization periods to deliver consistent performance.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-experiment-with-video-ads-nbsp\"><span class=\"ez-toc-section\" id=\"Experiment_with_video_ads\"><\/span>Experiment with video ads\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li>Leverage Google\u2019s latest video ad format selection tools to boost visibility across platforms and formats.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-measuring-success\"><span class=\"ez-toc-section\" id=\"Measuring_success\"><\/span>Measuring success<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>To determine if your Demand Gen investment is paying off, you\u2019ll need a different approach to measurement.<\/p>\n<p>Since these campaigns don\u2019t always drive direct response outcomes like shopping or search campaigns, consider these methods:<\/p>\n<ul class=\"wp-block-list\">\n<li>Track upper-funnel metrics such as engagement rates, video views, and audience interactions.<\/li>\n<li>If targeting specific audiences, measure their uplift in search and shopping performance.<\/li>\n<li>Test for incrementality using brand lift studies, geo blackouts, or post-purchase surveys.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-what-s-next-for-demand-gen\"><span class=\"ez-toc-section\" id=\"Whats_next_for_Demand_Gen\"><\/span>What\u2019s next for Demand Gen?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As mentioned earlier, Google moves fast when rolling out new tools.\u00a0<\/p>\n<p>Right now, they\u2019re investing heavily in Demand Gen, so expect more updates from Google reps.\u00a0<\/p>\n<p>Here\u2019s what\u2019s on the horizon:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Expanded channel controls:<\/strong> Allowing advertisers to choose where ads appear across YouTube, Discover, and Gmail.<\/li>\n<li><strong>New video format options:<\/strong> Vertical 9:16 video ads designed for YouTube Shorts.<\/li>\n<li><strong>Enhanced retail features:<\/strong> Improved product feed integration and omnichannel bidding capabilities.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-dive-into-demand-gen-and-stay-ahead\"><span class=\"ez-toc-section\" id=\"Dive_into_Demand_Gen_and_stay_ahead\"><\/span>Dive into Demand Gen and stay ahead<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Demand Gen campaigns are evolving rapidly, offering new ways to drive revenue. Yet, adoption among advertisers remains low.\u00a0<\/p>\n<p>That gives you an edge. By getting in early, you can outpace competitors, build brand awareness, and engage core audiences while driving long-term growth.<\/p>\n<p>While Demand Gen requires a different approach than most Google Ads campaigns, once you master it, the potential upside is huge.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Matt Bowen\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Matt-Bowen.png.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Matt-Bowen.png.webp\" alt=\"Matt Bowen\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Matt Bowen<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/matt-bowen-digitalmarketing\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div>Matt Bowen is the Director of Enterprise Acquisition &amp; Strategy at <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.logicalposition.com\/freereview?utm_source=SEL&amp;utm_medium=referral&amp;utm_campaign=bowen_SEL\">Logical Position<\/a>. Matt has spent 7 years managing Google Ads strategy for some of the largest firms in North America. He also runs strategy for Logical Position\u2019s entire book of business which represents the largest agency client count in North America. Logical Position is a multi-time Google Premier Partner Award winner and Microsoft Channel Partner of the Year Award winner.<\/div>\n<div><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-demand-gen-upgrade-strategies-453242\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>From smarter prospecting and remarketing to new ad formats, here\u2019s what you need to know about Google\u2019s evolving Demand Gen campaigns. Staying ahead in Google Ads means adapting fast.\u00a0 With Video Action Campaigns (VAC) being phased out and absorbed into Demand Gen, you have a new opportunity to drive growth.\u00a0 Fortunately, Google is rolling out&#8230;<\/p>\n","protected":false},"author":1,"featured_media":657057,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/Googles-Demand-Gen-upgrade-Key-changes-and-success-strategies.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[78070],"class_list":["post-657056","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/657056","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=657056"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/657056\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/657057"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=657056"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=657056"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=657056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}