Consumers are increasingly turning to social platforms and other forms of media during their travel planning journeys. So, even if you’re maximizing your coverage in paid and organic search, you need to increase your surface area to drive incremental revenue.
A New Campaign Type: Demand Gen
There’s a new campaign type within Google Ads called Demand Gen that allows advertisers to place ads within YouTube, Shorts, Discover, and Gmail. Some of these ad placements are unique to Demand Gen and allow you to lean into creative formats like short-form vertical video, animated images, and carousel ads.
During Google Marketing Live 2024, Google shared that advertisers that added Demand Gen to their search or Performance Max campaigns saw 14% more conversions. In addition, Demand Gen campaigns are the only type eligible to use Google’s new lookalike segments technology and they require only 100 users in the seed audience to build upon.
Demand Gen campaigns have unique potential in terms of data, targeting, and creative which are three of the four pillars of paid media. I believe they will become essential for tourism brands who want to capture consumer attention online. To take your Google Ads results to the next level, ensure that you’re running the full funnel campaigns for tourism advertisers–Travel, Search, Performance Max, and Demand Gen. This way, you’ll opt into every available ad placement that Google currently offers and maximize your chances for growth.
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