Google Ads Update: Video Partner opt-in now default in Demand Gen Campaigns

In an important update for digital marketers, Google Ads has made a significant change to its Demand Gen campaigns. As of September 2024, the "Video Partner" opt-in feature will now be enabled by default when creating new Demand Gen campaigns. This modification may go unnoticed and could potentially lead to increased advertising costs if not addressed.

Previously, the Video Partner setting was turned off by default, allowing marketers to opt in only if they chose to. However, with this recent update, all newly created Demand Gen campaigns will automatically include video partners unless the advertiser takes the step to opt out. This change means that marketers need to be more vigilant during campaign setup to ensure that their ad spend is in line with their overall strategy.

It is also important to note that users with previous Video Action campaigns who had enabled video partners will find this feature automatically opted in for their new campaigns. For those unfamiliar with this setting, it may quietly be applied during the campaign creation process, further emphasizing the need for careful review.

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To optimize campaign performance and budget allocation, it is crucial for advertisers to double-check their campaign settings. Understanding the implications of the Video Partner opt-in can help marketers avoid unexpected costs and better manage their advertising strategies.

For marketers looking to stay ahead in the digital advertising landscape, this is just one of many evolving features that Google Ads regularly introduces. Keeping abreast of such updates is essential for maximizing return on ad spend and effectively reaching target audiences.

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