Google Boosts Demand Gen Ads with DM Links, Travel Recommendations
Google has released an update to its Demand Gen ads platform, which includes new features aimed at improving ad engagement and conversion rates. The company is testing a direct messaging (DM) link option that allows customers to start a conversation with a brand via a messaging app directly from demand gen ads on YouTube.
The DM link will prompt more direct promotion responses and could be a handy way to improve ad engagement and move potential customers through the sales pipeline more quickly. Google is also updating its demand gen ads for travel by offering an overview of local activities, events, and real-time offers to entice response.
Additionally, Google is integrating new personalized hotel ads that will display more relevant properties to the right audiences. The company is also giving demand gen advertisers more video options by making its multimodal video creation process in Asset Studio more widely available.
Asset Studio uses AI tools to help advertisers create more engaging and effective ads based on conversational prompts, image inputs, and an understanding of the broader brand ethos. Advertisers can upload their brand guidelines documentation and multiple images, then ask Google's system to integrate those into a video asset.