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Google Ads launched advanced “Performance Planner” plans, now including tailored strategies for YouTube campaigns, focusing on demand gen for both Action and Awareness goals.
Why we care. The new plans allow advertisers to better align their full marketing strategy with campaign goals, offering customizable options for budget, ad format, buying method, and campaign objectives—whether aiming for conversions or building brand awareness.
Dig deeper: Playable ads and longer campaigns gain traction in mobile gaming
Key features:
- Action Plans. Prioritize conversions with a mix of Video Reach, Video View, and Demand Gen campaigns.
- Awareness Plans. Focus on brand visibility, incorporating Video Reach and Demand Gen campaigns to capture conversions.
- Pro tip. Demand Gen estimates assume a mix of image and video creatives, allowing for more versatile campaign execution.
First seen. We were alerted to this update from Thomas Eccel’s LinkedIn:
Google Ads is quietly testing a new “Promotions” feature within App Campaigns, offering advertisers a fresh way to drive engagement during key events. This beta feature is currently only available to a limited number of ad accounts, making it a rare find.
Why we care: This new tool allows advertisers to create app-specific promotions, similar to those available in web campaigns, but tailored for mobile users. The ability to customize for occasions like Black Friday or Christmas and choose between different promotion types lets advertisers boost engagement and conversions.
How it works: The feature includes fields like occasion selection, promotion type (e.g., percent discount), item name, and a pre-filled final URL for the app. Advanced options allow for tracking URLs and scheduling, ensuring campaigns are timely and trackable. A preview feature helps visualize how ads will appear across Search and Display networks.
First seen. We first were made aware of this update from David Vargas’s LinkedIn:
The bottom line: As Google Ads expands its capabilities, this feature presents a valuable opportunity for app marketers to leverage event-driven promotions, potentially driving higher engagement and conversions during peak periods. Keep an eye out for this feature as it rolls out more broadly.
