包阅导读总结
1. 关键词：Video Action Campaigns、Demand Gen、Multi-format、Performance、Audiences
2. 总结：从 2025 年 Q2 起，Video Action Campaigns 将升级为 Demand Gen 。采用 Demand Gen 的多格式策略能提升广告效果，其有扩展触及用户、多格式创意、特定受众等优势，还引入 Video Action Campaigns 的部分热门功能，维持相似广告效果。
3. 主要内容：
– Video Action Campaigns 将于 2025 年 Q2 升级为 Demand Gen
– 采用多格式策略的优势
– 上传视频和图像资产到 Demand Gen 的广告商转化率更高
– Demand Gen 的强大功能
– 扩展触及：覆盖更多用户
– 多格式创意：优化创意并控制投放位置
– 特定受众：借助相似受众触及更多用户
– 引入 Video Action Campaigns 的热门功能
– 即将推出 omnichannel 出价测试版
– 支持在 Display 和 Video 360 购买
– 已有第三方验证
– 与 Video Action Campaigns 有相似广告效果
思维导图：
文章地址：https://blog.google/products/ads-commerce/video-action-campaigns-demand-gen-upgrade/
文章来源：blog.google
作者：Michael Levinson
发布时间：2024/9/4 13:07
语言：英文
总字数：847字
预计阅读时间：4分钟
评分：85分
标签：视频行动广告系列,需求营销,多媒体营销,谷歌广告,转化优化
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Consumers today expect multi-format content experiences as they research, compare and buy new products and services. To help advertisers capture emerging demand and drive growth, we’re bringing the best of Video Action Campaigns and Demand Gen together. Starting in Q2 2025, Video Action Campaigns, also known as video conversion campaigns, will be upgraded to Demand Gen campaigns.
Advertisers using Video Action Campaigns will drive stronger performance by adopting a multi-format strategy with Demand Gen today. In fact, advertisers who uploaded both video and image assets to Demand Gen saw 20% more conversions at the same cost per action than those who uploaded video assets only. What’s more, you’ll get a suite of powerful features in Demand Gen to help you achieve greater results:
- Expanded reach: Engage with up to 3 billion monthly users by expanding your reach from YouTube to Discover and Gmail.
- Tailored, multi-format creative storytelling: Run video and image ads in one campaign and get granular insights segmented by formats for creative optimization. Bring the excitement and innovation of creators right into your campaigns with partnership ads powered by BrandConnect. Control where your video assets appear with creative preferences, ensuring optimal placement across various surfaces. For example, if you’ve developed an ad with a creator that’s really popular on YouTube Shorts, you can pin it to the surface so it shows up there more often.
- More relevant, specific audiences: With Lookalike segments, you can reach more audiences who are similar to those who already love your brand.
We’re also bringing the top features that you love about Video Action Campaigns to Demand Gen — omnichannel bidding will be available in beta in the coming months, support for buying Demand Gen campaigns in Display and Video 360 will be rolling out in October, and third-party verification with YouTube brand safety partners and Google video partners inventory are now available in Demand Gen. Finally, you’ll maintain similar performance with your existing video assets —on average, advertisers who only run video ads with Demand Gen saw similar conversions to their Video Action Campaigns at a similar cost per action.
