Google adds business data feeds to Demand Gen campaigns for non-retail advertisers
Google has expanded its Demand Gen campaigns to include business data feeds for non-retail advertisers in sectors like travel, real estate, and automotive.
1. Expansion of Demand Gen Capabilities
Google has introduced business data feeds to its Demand Gen campaigns, allowing advertisers to create dynamic ads without the need for a Google Merchant Center feed. This update enables the automatic display of content based on audience interests and available inventory, providing a more versatile toolset for businesses that do not operate within the retail sector.
2. Target Industries and Benefits
The new functionality is specifically aimed at service-based and inventory-driven industries, including travel, real estate, and automotive. By utilizing structured business data, advertisers can tailor their creative assets automatically. This process is intended to improve ad relevance while reducing the administrative burden of manually updating assets.
3. Current Limitations
While this update broadens the scope of Demand Gen, there is a current restriction regarding its application. Business data feeds are presently supported only on the Google Display Network within Demand Gen campaigns, rather than across the entire campaign inventory.