Global tech giant Google has this week rolled out its all-new Demand Gen proposition, which is set to enable advertisers to more easily find and convert consumers with engaging creatives.
Advertising campaigns using Demand Gen will allow brands to more accurately target potential customers with image and video assets across a range of YouTube and Google touchpoints: including Shorts, Discover, and Gmail all in the same campaign.
Further features being made available to Google Ads customers via Demand Gen will include inventory, insights, and an improved ad creation flow. Samsung Germany has already used the service in its beta phase to drive a 400% uplift in click-through rates compared to its benchmarks in April 2023.
The news comes as the US firm also unveils a new tool for centralised access to all first-party data, making it easier for advertisers to use enhanced conversions and customer match.
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Google Ads Data Manager will help marketers manager all their first-party data in one place, streamlining search engine optimisation and campaign measurement processes.
Ultimately, the tool will help marketers seamlessly integrate first-party data into their marketing strategies, helping to drive revenue and generate more quantitative business leads.
“Less than a third of marketers consistently and effectively access and integrate first-party data across channels. Google Ads Data Manager solves this by simplifying the management of first-party data connections and the process of using that data for your teams,” Google senior director of product management, Kamal Janardhan said.
“Through one collaborative interface, analysts can create new data connections while marketers can apply discrete data to measure conversions or reach people with relevant ads. Up until now, creating these connections could mean engineers or analysts duplicating tasks, including custom queries.”
