Google Ads has unveiled an update to its Performance Planner, introducing new "Advanced Plans" that cater specifically to YouTube campaigns. This enhancement includes support for Demand Gen campaigns, aimed at both Action and Awareness objectives.

Key Features of the Update:

1. Action Plans:

   • Focus on driving conversions
   • Blend of Video Reach Campaigns (CPM), Video View Campaigns (CPV), and Demand Gen (CPA) campaigns
   • Demand Gen campaigns comprise approximately 70% of the mix

2. Awareness Plans:

   • Designed for building brand awareness
   • Emphasis on Video Reach Campaigns and Video View Campaigns
   • Include Demand Gen campaigns (15%) to capture conversions

3. Customization Options: Users can tailor plans by adjusting:

   • Budget allocation
   • Ad formats (e.g., in-stream, efficient reach)
   • Buying methods (Auction or Reservation)
   • Campaign goals (Awareness, Consideration, or Action)

Note: Demand Gen campaign estimates assume the use of both image and video creatives.

This update provides advertisers with more sophisticated tools for planning and optimizing their YouTube advertising strategies. By offering specialized plans for different marketing objectives and allowing for extensive customization, Google Ads aims to enhance the effectiveness of video advertising campaigns across various stages of the marketing funnel.