Let's Crush Google Together! · Bulletproof Scaling

Yassine Dourasse

Oct 15 in General discussion

Let's Crush Google Together!

I know that everyone here is crushing it with meta ads in lead gen but maybe it's time to have a look in Google ads :)

Google is officially cutting Video Action Campaigns.

Here's everything you need to know:

Google's officially deprecating Video Action Campaigns into Demand Gen. campaigns.

It's happening in Q2 2025.

To start, what were Video Action Campaigns?

↳ Skippable ads on YouTube

↳ Focused on driving conversions

↳ Limited to video format

↳ Primarily on YouTube

Here's the difference with Demand Generation Campaigns:

1. Multi-platform reach (YouTube, Discover, Gmail) and you can even use Google’s Display network if you toggle the setting.

2. Multi-format ads (video AND images)

This one is huge. Before you were limited to just video.

Now you can extend this to product feed campaigns, images and video.

3. Smarter targeting

Not only do you have access to lookalike segments, but you can also choose which formats you want your ads to show up as.

You didn’t have this with Video Action Campaigns.

3 Reasons Why This Change Could Be Great:

1. Simplification & Unification. Fewer campaigns to manage. Less complexity, more results.

2. Advanced Targeting. Lookalike segments weren't available for VAC.

3. Simplified Testing

Ad group level learning could revolutionize your A/B tests.

Our Prediction:

Remember when people didn’t like Performance Max?

People clung to Google Smart Shopping.

Now, Performance Max is a major player in every eCommerce account within the industry.

We're predicting the same for Demand Gen.

It might feel new and scary now.

But soon, it could be your secret weapon.

Here's what we're telling all the brands we're working with:

1. Start experimenting with Demand Gen now

2. Use both video and image assets

3. Watch for the migration tool in early 2025

I hope this article helps you a little bit!

#Yassine

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