16 October 2024

Demand Gen lands in DV360

In summary

• Google is bringing further parity between Google Ads and DV360 with the release of Demand Gen, the first of its kind of execution across exclusively owned and operated properties.
• The multi-format solution brings the first iteration of objective based buying methods to DV360, surrounding this are also changes in measurement to improve conversion accuracy.
• Understand the benefits of Demand Gen and how to use it effectively within DV360.

What is Demand Gen?

Demand Gen is an approach to marketing campaigns that blends YouTube including Shorts, Gmail and Discovery inventory to reach and engage at scale by leveraging Demand Gen’s unique AI-powered solution such as lookalike segments.

From October 2024, Demand Gen will be available in Display & Video 360 (DV360). This feature will eventually replace YouTube for Action line items, extending format selection to encompass Discovery, Gmail and YouTube. The new line item is designed to be a key consideration driver through the expansion of reach via multi-format creative messaging that leverages Google AI to drive overall performance.

The benefits of Demand Gen in DV360?

While the product will still be available via Google Ads in its current form, the benefits of using it via DV360 remain around operational efficiencies and unification of media.

• Media consolidation in DV360: Unify all media channel buying by leveraging DV360’s frequency cap and measurement.

• Floodlight optimisation: Enable Demand Gen to drive incremental de-duplicated conversions working alongside all other media channels for a single view of customer.

• Operational efficiencies: Boost agency workflows by consolidating in one platform for uniform billing and holistic buying and planning.

• Maximise clicks bidding: Drive website traffic volumes with the need for a conversion floodlight. This is a strong option if there are no direct conversions to track against.

Top tips when using Demand Gen

Demand Gen is designed to mirror YouTube for Action campaigns, maintaining existing performance and driving incremental results through the extension of inventory sources and enhanced features such as audience expansion (i.e look-a-like).

However, there are a variety of things marketers need to be aware of before utilising Demand Gen in DV360. These include:

Feature	Recommendation
Bid & Budget	- Set a daily budget of >$100 at the line item level - For value based bidding, start with MaxConv/tCPA, then adjust after meeting the min conversion threshold of 50+ in the learning period.
Measurement	- Floodlight optimisation and auto tagging is mandatory. - Floodlight evaluation as single source of truth
Creative	- Image and Video ads are recommended to drive incremental gains on previous YouTube for Action campaigns - Video only campaigns need to include vertical and horizontal formats
Audience	- Leverage 1P audiences and Google audiences for optimised targeting to extend reach.
Optimisation	- Minimum 4-6 week test is required to achieve the conversion threshold - Experimentation is suggested for ongoing evaluation and optimisation long term.

Migrating from YouTube for Action to Demand Gen

From March 2025, YouTube for action campaigns (VAC) will no longer be available. Follow the below steps to prepare for the change:

1. Identify existing YouTube for action campaigns and evaluate future campaigns to understand timings of setup needs.

2. Manually create campaigns or shift budgets in accordance with best practice i.e 4-6 week run times to provide Gufficient learning times.

   1. For bulk creation and editing, we suggest using SDF to migrate multiple line items.

   2. For campaigns with shallow conversion points (i.e landing pages visits), ramp up to 100% of budgets and time period. Campaigns that have deeper conversions, such as a sales or thank you page, a staged approach in 1-2 week blocks up to a 6 week period is recommended. If there are various conversion points both shallow and deep, start with shallow conversions first.

What does this mean for measurement in DV360

The Demand Gen introduction signals a raft of minor changes to measurement in DV360 and Campaign Manager 360 (CM360) including features that were previously optional (now mandatory), to ensure there are appropriate signals to measure and optimise with Google AI. Application of the dclid/glcid to track and measure are now critical as we enter into an era of ‘signal loss’.

Some of these changes include:

• Auto enabled Enhanced Attribution

• Auto enabled YouTube auto tagging

CM360 will also improve it’s conversion modelling to account for Safari 17+ traffic, whilst also further enhancing its conversion measurement capability across YouTube CTV traffic.

Overall these changes are all seemingly geared towards DV360 continuing to lead the way from a measurement and performance focus, tightening the screws on measurement identifiers to mitigate for ‘signal loss’ - a crucial catalyst as we continue to see the decline of third party cookie measurement.

Demand Gen introduces new capability into DV360 that can continue to drive performance outcomes through value based bidding objectives. The use of video and image creatives used in combination with Google AI have historically seen 20% improvement in conversions versus just video buys.

These enhancements all play a role in delivering further media consolidation options into DV360 which is becoming increasingly important due to the fragmented nature and complexity of the media landscape. Unification of measurement through persistent floodlight optimisation and tracking will further enable attribution methods across all media channels for enhanced media buying.

Louder’s recommendation

DV360’s unification of media efforts continue through the integration of Demand Gen line items. Consolidated media buying through DV360 unlocks unified conversion and measurement opportunities.

Start your migration plan by identifying existing or planned VAC campaigns to stay ahead of the curb

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