Google’s announced a series of updates for its Demand Gen campaigns, with a focus on boosting retail promotions with new display options for Google ads.

First off, Google’s rolling out product feeds for Demand Gen ads, which will enable ad viewers to scroll through full product details directly from your ads. The update will mean that when users see your promotion in, say, YouTube Shorts, they’ll be able to access all of the relevant info there and then, without having to leave the app they’re using. They’ll still have to leave to make a purchase, but the idea is that this will improve product discovery and exposure, by enabling users to interact directly with your promotions.

Google’s also adding local offers for Demand Gen with product feeds, which will display local availability within your product display. Google’s also expanding channel controls to all Demand Gen campaigns, providing more options for choosing where and when your ads appear. Finally, Google’s also adding new reporting columns in Google Ads, to provide more context as to how Demand Gen campaigns perform compared to your paid social efforts and how they inform budget decisions.

These are some good updates, which will help to enhance Google’s Demand Gen campaign offerings, and drive better results. Indeed, providing more immersive, interactive options has proven popular, especially within the short-form video format, and these new elements will provide more ways to align with these behavioral shifts.

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