Google Ads launched advanced “Performance Planner” plans, now including tailored strategies for YouTube campaigns, with a focus on Demand Gen for both Action and Awareness goals.
Why we care. These 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.
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 first alerted to this update from Thomas Eccel’s LinkedIn:
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.