Google has announced two new Google AI-powered campaigns, Demand Gen and Video View campaigns.

The new ad solutions will help brands connect with consumers and drive demand from the mid-funnel, all the way to purchase.

These ad solutions use relevant, immersive creatives to drive action and conversions in the moments that matter.

Demand Generation campaigns provide a set of unique features tailored specifically to the needs of today’s social marketers. “Your best-performing video and image assets are integrated across our most visual, entertainment-focused touchpoints — YouTube, YouTube Shorts, Discover, and Gmail — with Demand Gen.”

In a blog post, Vidhya Srinivasan, VP & GM in Google Ads (Search Ads & Ads on Google Experiences), said, “These products reach over 3 billion monthly users as they stream, scroll, and connect.”

Google will bring the brand’s top-performing image and video assets into Google Ads via the Demand Gen construction flow. Brand marketers can then preview how they will appear before running.

Advertisers can enhance the relevance of these campaigns by combining tailored creatives with brand-new lookalike segments based on their audience lists.

“By optimizing for conversions as well as clicks bidding, you can create deeply relevant campaigns that spur the right action at the right time.” For example, you could choose to increase conversions with existing customers by providing a discount on a new product line.

“Alternatively, you could create demand by driving new lookalike audiences to your site with a special offer to join your brand’s subscription programme,” Srinivasan explained.

Brands can use Video View campaigns to maximize views across in-stream, in-feed, and now YouTube Shorts, all within a single campaign.

According to Srinivasan, in early testing, Video View campaigns achieved 40% more views than in-stream skippable cost-per-view campaigns.

“Samsung Germany wanted to engage its target Gen Z audience during the peak holiday season. With Video View campaigns, Samsung was able to significantly increase views and achieve 94% incremental reach, all while reducing CPMs and generating best-in-class consideration lift,” she commented.

She concluded, “These new AI-driven solutions allow you to measure the incremental impact of your campaigns with brand lift, search lift, and data-driven attribution, helping you to make smarter decisions more effectively.”