Google Ads is gearing up for a transition, merging its Video Action Campaigns (VAC) into Demand Gen campaigns by Q2 2025. This upgrade is expected to provide advertisers with a broader reach, more creative flexibility, and enhanced targeting capabilities, allowing for better performance across multiple platforms.
Expanded Reach and Creative Flexibility
Demand Gen campaigns will expand advertisers’ reach, enabling them to connect with up to 3 billion monthly users across popular platforms such as YouTube, Discover, and Gmail. This upgrade brings a new level of creative flexibility, allowing advertisers to combine video and image ads within a single campaign. Granular insights will be available to optimize creative strategies, ensuring that every ad resonates with the target audience.
Enhanced Audience Targeting
One of the advantages of Demand Gen campaigns is their advanced audience targeting capabilities. Brands can leverage lookalike segments to reach new audiences that closely resemble their existing customer base. It enhanced targeting promises to improve campaign efficiency and drive results.
Transition Timeline and Success Stories
Advertisers currently using VAC should prepare for the transition by exploring Demand Gen’s advanced features. Google plans to launch a migration tool in early 2025 for manual upgrades, with the automatic transition of all remaining VACs to Demand Gen scheduled for Q2 2025.
Highlighting the success of this new format, DoorDash, a leading food delivery service, reported a 15x higher conversion rate and a 50% more efficient cost per action (CPA) using Demand Gen compared to VAC.
This upgrade to Demand Gen represents Google Ads’ commitment to meet evolving consumer expectations and ad format preferences. Advertisers are encouraged to start testing Demand Gen now to gain a competitive edge and optimize their campaigns before the transition in 2025.
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