Starting from October, Demand Gen campaigns will be available to all advertisers in Google Ads and your Discovery campaigns will be eligible for upgrades. Contact your Google account team to upgrade your Discovery campaigns on your behalf. If you don’t currently have a Google account team, your Discovery campaigns will be automatically upgraded by November.
Once upgraded, all of your historical data and learnings from your Discovery campaigns will be seamlessly carried over to your new Demand Gen campaigns, so you can take full advantage of the newly redesigned UI and start optimising your campaigns with new performance-enhancing features.
Learn more about upgrading from Discovery ads to Demand Gen.
Single image ads
Mobile
Desktop
| Feature | Specifications |
|---|---|
| Image | Can support up to 20
|
| Headline (40 characters max.) | Up to 5 |
| Description (90 characters max.) | Up to 5 |
| Business name (25 characters max.) | 1 (required) |
| Square logo |
Up to 5
|
| Final URL | |
| CTA | Recommend choosing the “automated” option selection made from drop-down list. |
Carousel ad
Showcase your brand or products in a swipeable image carousel, rendered natively across each Google feed. Tell a story across your images, as each image will be displayed in the order they’re uploaded.
Tip
- You can’t currently use product feeds from Google Merchant Center with carousel ads.
- The cost of carousel ads are the same as single image ads (pay for “interactions” or clicks to expand the ad on Gmail or to your website on YouTube and Discover).
- If at least one card is disapproved, the ad status column will be marked as “Approved (limited)” and within 24 hours it will change to “Disapproved”. This is a known issue and will be resolved soon. The ad won’t serve in this case.
Mobile
Desktop
| Level | Feature | Specifications |
|---|---|---|
| Ad level |
Headline (40 characters max.) |
Include a headline that shows no matter which card is showing. |
|
Description (90 characters max.) |
Upload a description that shows no matter which card is showing. (You will not be able to upload descriptions for each card) |
|
|
Final URL |
Auto-generated Visible URL is provided in the UI. | |
|
Business name (25 characters max.) |
1 (required) | |
| Card level | Image |
2-10 Images
Aspect ratio must be consistent across all cards. |
|
Headline (40 characters max.) |
Enter a headline that shows on a given card (not supported on Discover, which uses the ad-level headline no matter which card is showing). | |
|
Business name (25 characters max.) |
1 (required) |
|
| Square logo | Up to 1
|
|
| Final URL | You can provide a specific landing page for each card on YouTube and Gmail. | |
| CTA | Recommend choosing the “automated” option selection made from drop-down list. |
Video ads
Mobile
Desktop
CTV
| Feature | Specifications |
|---|---|
| Video |
1-5 advertiser uploaded videos Video length: Minimum 5 seconds
Landscape: 16:9. Recommended pixels for HD: 1920x1080px Square: 1:1. Recommended pixels for HD: 1080x1080px Portrait: 4:5 Vertical: 9:16. Recommended pixels for HD: 1080x1920px Format: .MPG (MPEG-2 or MPEG-4) File size: ≤256 GB Full specs in this article. |
| Call to action | Max. 10 characters |
| Headline |
Max. 40 characters Used in the skippable in-stream ad format |
| Long headline |
Max. 90 characters Used in the in-feed video ad format (Discover and YouTube) |
| Description |
Max. 90 characters |
| Business name (25 char max) |
1 (required) YouTube will default to YouTube channel name. |
| Square logo |
Up to 1
YouTube will default to YouTube channel logo. |
| Sitelinks (optional) |
Can show up to 4 Used in the skippable in-stream ad format Only available on mobile |
Audio and auto-play defaults
Once the video ad is in-view, the ad will follow the below sound-on and auto-play defaults per placement:
- Discover: Default muted, default auto-play with WiFi connection
- YouTube Home feed: Default muted, default auto-play
- YouTube In-Stream: Post tap sound on, default auto-play
- YouTube Watch Next: Post Tap sound on and auto-play
- YouTube Shorts: Default sound on, default auto-play
Video optimization tips
- Grab attention from your audience: Captivate people in the first 5-10 seconds of the ad with a problem statement and show how your product or service solves it.
- Repeat what you’re offering: Echo the call-to-action in the voiceover or include it in superimposed graphics.
Video ad safe zones
Dynamic product shopping ads
Demand Gen product ads render as a single-merchant carousel ad, in which relevant products and offers from your Google Merchant Center feed populates a scrollable ad. You can add an intro card to your product ad. The intro card allows you to add up to one card, which may appear before product feed cards or as an alternative when product details cannot be shown.
Learn about Google Merchant Center product feed specifications.
| Feature | Specifications |
|---|---|
| Card headline | GMC feed |
| Card description | Required, GMC feed |
| Card image | Required, GMC feed |
| Card landing page | Required, GMC feed |
| Logo | GMC feed |
| Business name | GMC feed |
| Intro card | Optional, Demand Gen Ad in Google Ads UI |
| Short title |
Optional, GMC feed A short title that will help users remember your product or brand as they browse Demand Gen feeds. |
| Lifestyle image |
Optional, GMC feed An inspirational image that will capture users’ attention as they browse Demand Gen feeds. |
