Google has recently introduced a new beta feature for Demand Gen campaigns called “Google Video Partners.” This update brings a few noteworthy changes that could impact your campaign strategy.

What’s new?

Previously, Demand Gen campaigns were likely confined to showing ads only on Google-owned properties, such as YouTube. The good news is that there wasn’t an unexpected opt-in for Google Video Partners, meaning your campaigns were only displayed where intended.

The new Google Video Partners feature is not enabled by default. If you want to take advantage of this beta, you’ll need to manually opt in by activating the feature in your campaign settings.

What happens when you opt in?

When you enable Google Video Partners, your video ads will extend their reach beyond just Google-owned properties. According to Google, this feature allows your Demand Gen campaigns to display on a variety of publisher websites and apps within the Google Display Network. Essentially, you can now reach a broader audience, giving your video ads more opportunities to be seen.

One of the most significant advantages of including Video Partners in your Demand Gen campaigns is the potential for increased reach. Your ads can now compete in what are likely to be lower-cost auctions outside of YouTube, potentially stretching your ad budget further. However, this extended reach might come with a trade-off in traffic quality, so it’s important to monitor performance closely.

Should you try it?

As PPC expert Thomas Eccel pointed out on LinkedIn, this new feature is definitely worth testing. Since it’s a fresh update, there’s little data available on how it performs, making it an exciting opportunity for marketers willing to experiment and optimize.