Google launched it's AI-driven "Demand Gen" campaigns widely last week, which are intended to appeal to major brands that have yet to adopt "Performance Max" (the company's first mainstream AI ad product that was launched in 2021). So what's the difference? Demand Gen appeals to social media advertisers geared toward finding new customers by targeting specific audience groups and lookalikes.
Unlike PMax campaigns, Demand Gen ads are not targeted by keywords (but the campaigns do use AI to configure the optimal ad and refine the targeting). PMax is an AI-based ad campaign that is an evolution of traditional search advertising, only it puts those ads across Google properties. Marketers import their creative assets and copy and then the ads run through Search, Gmail, YouTube and Discover. “There is some hesitation on PMax despite some really convincing numbers [from Google],” says an executive from a leading performance marketing agency. “Demand Gen is a much easier story for brands.”
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