In response to evolving consumer behavior, Google has announced that starting in Q2 2025, Video Action Campaigns (VACs) will be upgraded to Demand Gen campaigns. This shift is aimed at helping advertisers boost performance by leveraging more dynamic, multi-format strategies.
Why switch to Demand Gen?
Demand Gen combines the best features of Video Action Campaigns with powerful new capabilities, enabling advertisers to drive better results:
- Expanded reach: Reach up to 3 billion monthly users across YouTube, Discover, and Gmail, increasing your exposure.
- Multi-format ads: Run both video and image ads in a single campaign and get detailed insights to optimize performance.
- Better targeting: Use Lookalike segments to find audiences similar to your existing customers, improving targeting precision.
Key transition dates
- Start now: Google recommends switching to Demand Gen campaigns today. You can create new campaigns or use the upcoming copy-and-paste tool to duplicate your current VAC settings.
- Manual upgrade tool in early 2025: A tool will be available to manually upgrade your campaigns, but for full access to Demand Gen’s features, creating new campaigns is recommended.
- March 2025 deadline: You’ll no longer be able to create new Video Action Campaigns starting in March 2025.
- Automatic upgrade in Q2 2025: All remaining VACs will be automatically upgraded to Demand Gen.
Demand Gen includes omnichannel bidding (beta), third-party verification, and support for Display & Video 360 buying. Advertisers using only video assets can expect similar conversions and CPAs to their existing Video Action Campaigns.
For more details, read the Google’s official announcement here.
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