Upcoming Updates to the Google Display Network

Digital advertising is becoming increasingly more important as companies understand the power it has, but this means that Google needs to update the way it serves these adverts before users get fatigued by seeing the same format of ads repeatedly.

Knowing this, Google has announced that it will be making significant changes to its Display Network Campaign, particularly through its Demand Gen campaigns (a demand gen campaign is a data-driven marketing strategy used to build awareness and interest for their products or services).

Google says:

“Demand Gen previously only had access to a video-eligible subset of the Google Display Network via Google Video Partners (“GVP”). If you’ve previously opted into GVP and have image assets uploaded to your existing Demand Gen campaigns, your image ads will start serving on the Google Display Network as part of this transition. In testing, on average, advertisers who added Google Display Network to their Demand Gen campaigns saw a 16% lift in conversions.”

For marketers, these changes introduce more control over your ad placements, enhanced creative tools and streamlined transition from Video Action Campaigns. By leveraging Display Network campaigns, we marketers will need to adapt to these new features to maximise the advertising effectiveness.

Expanded Ad Placement Controls

The most significant update of 2025 is the introduction of expanded channel controls. This feature allows advertisers to have final decision on where their ads appear across Google’s platforms. It gives businesses more flexibility and control in targeting the right audience on the right platform, making sure that ad budget is being spent efficiently.

Not only that but Google Display Reach will also provide access to over 90% of the global internet population, making Display Network campaigns even more effective for reaching a broad audience.

 

Improved Creative Capabilities

With the introduction of these new elements, the existing parts of Google ads are also being upgraded. Google is enhancing the creative aspect of Display Network campaigns by introducing new formats for ads and new tools.

Some key improvements include:

• Vertical ads optimised in 9:16 ratio for YouTube Shorts, allowing for more engaging, full-screen mobile experiences.
• The ability to create shorter video versions at scale for different formats.
• PPC specialists will be able to use a streamlined ad creation tools for improved workflow and easier customisation.

These enhancements give marketers the ability to create more visually engaging ads specifically made for the platforms the audience uses most.

 

Strengthening E-Commerce Capabilities

E-commerce advertisers will gain significant advantages from the new integrated product feeds, allowing for more in-depth product details in ads. This feature helps in making shopping ads more informative and visually appealing, increasing the likelihood of conversions.

Other enhancements Google have made include:

• Local Offers Integration: Ads can display real-time product availability at local stores, potentially increasing foot traffic.
• Omnichannel Bidding: Optimised bidding strategies to balance both online and in-store sales effectively.

With this connection of online and offline sales, Google is trying to position its Display Network as a vital tool for retailers hoping to improve their e-commerce strategy.

 

New Performance Comparison Tools

Some new performance comparison tools are also being introduced which will help advertisiers measure Display Network campaigns against other advertising efforts (eg: paid social media.)

These newly introduced tools include New Reporting Columns that allow marketers to directly compare Demand Gen campaigns with paid social media efforts. View-Through Conversions help advertisers analyse the impact of their campaigns across multiple platforms. Also, Cross-Platform Performance Insights is an update that enables marketers to see how their Google Ads perform alongside their other advertising channels.

By using this data-driven approach, businesses will be enabled to allocate their budgets more effectively by understanding which platforms deliver the best return on ad spend (ROAS).

Transition from Video Action Campaigns

While it’s called a transition, it’s a forced move by Google. This transition is a mandatory move from Video Action campaigns to the new Demand Gen campaigns. For us marketers, there are a few key dates we need to keep in mind:

• April 2025: Advertisers will no longer be able to create new Video Action Campaigns.

• March 2025: Google will provide an upgrade tool that allows advertisers to transition existing campaigns while retaining historical data.
• July 2025: Any remaining Video Action Campaigns will be automatically upgraded to Demand Gen.

Advertisers are encouraged to begin to use the upgrade tool in March to guarantee a smooth transition, giving them time to maintain their previous campaign settings while gaining access to the new features.

 

Why These Updates Matter

With technology going more and more down the AI road, Google’s latest updates really lean into this by shifting more towards AI-driven, visually engaging, and data-optimised campaigns. With YouTube being particularly popular with younger audiences, the changes show a broader trend of integrating social-style advertising with Google’s reach.

For marketers, these updates mean:

• Greater control over where and how ads appear
• More engaging ad formats that align with social media trends
• Enhanced e-commerce capabilities to drive both online and offline sales
• Improved performance insights to optimise ad spend

As Display Network campaigns evolve, businesses that adapt early will be better positioned to take advantage of these new tools and capabilities.

These updates are set to reshape how advertisers engage with their audiences.

By increasing the ad placement options, improving creative flexibility, enhancing e-commerce features, and streamlining campaign management, Google is making its Display Network a competitive alternative to social media advertising.

As marketers, we should start preparing for these changes now by testing new creative formats, moving from Video Action Campaigns to the new Demand Gen, and leveraging the latest reporting tools to compare campaign performance across platforms.

With flexibility to shift to the right strategy, these updates can help advertisers drive higher engagement, better conversions, and improved return on investment in 2025 and beyond.

If you’re unsure how these changes could affect your business, at Red Ant Solutions we have the expertise and knowledge to help navigate these changes, ensuring you can get the best out of your paid advertising. Email us at [email protected] or call us on 01483 863338.