Google has quietly implemented a significant change to Demand Gen campaigns, transitioning audience targeting to a signals-based system, mirroring the approach used in Performance Max campaigns.
Key Changes
The update includes:
- Audience targeting converted to signals
- Age targeting now functions as signals
- Optimized Targeting integration
- Reduced direct targeting control
- Broader reach capabilities
Signal System Implementation
New features include:
- AI-driven audience optimization
- Flexible targeting parameters
- Non-restrictive audience suggestions
- Real-time optimization
- Combined signal data utilization
Performance Implications
Impact on campaigns:
- Expanded audience reach
- Potential traffic variation
- Modified CPA expectations
- Discovery-focused delivery
- AI-powered optimization
Optimization Strategies
Recommended approaches:
- Monitor performance closely
- Adjust bidding strategies
- Track signal effectiveness
- Focus on high-performing signals
- Regular performance assessment
This unannounced update represents a significant shift in how Google's Demand Gen campaigns target and reach audiences, emphasizing AI-driven optimization over direct targeting control.
