Moving Display activity into Demand Gen changes both campaign management and creative expectations. Treat the move as a new media plan, with its own audience strategy, path from visit to enquiry and asset review.
Audit current Display activity
- Separate awareness placements from campaigns built for direct response.
- Review audience exclusions, frequency concerns and paths from visits to enquiries.
- Collect the image, video and message assets that have proved useful.
Build for visual discovery
Demand Gen reaches visual surfaces, so creative must communicate the service, proof and next step quickly. Pair assets with a landing page that continues the same message.
Source
Google explains the Display-to-Demand-Gen transition in its official migration announcement.
Next step for your growth plan
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