New in Google Demand Gen Ads: Automatically create short videos

Google Ads is launching a new video enhancement feature for Demand Gen campaigns. The update automatically creates shorter versions of existing video ads to better engage diverse audiences.

Details:

• The enhancement will automatically generate condensed versions of existing video ads.
• The feature will be enabled by default across all Google Demand Gen ad campaigns.
• Advertisers have until March 10 to opt out of the automatic enhancement.

Why we care. Short-form content consistently captures higher engagement, especially on mobile and social platforms. By automatically generating shorter video versions, this could aid in reaching diverse audiences without the added cost or effort of creating new content. This update is a low-effort way to maximize ad performance and stay competitive in an increasingly fast-paced digital landscape.

However, it may be so low effort that quality would need to be closely monitored. Be open to test but ensure the outputs match the message your original video is trying to send across.

How it works. You can manage the enhancement through ads.google.com or by working with their Google sales representatives.

First seen. This update was first brought to our attention by PPC expert Julie Friedman Bacchini, who shared the message she received from Google about this message on X:

What’s next. You have approximately one month to evaluate the feature and decide whether to keep it enabled for your campaigns.

The big picture. The feature arrives as social media platforms and advertisers increasingly pivot toward short-form video content to capture fleeting consumer attention spans.

Between the lines. This move signals Google’s growing investment in AI-powered advertising tools, helping advertisers maximize reach without increasing creative production budgets.

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