Digital marketing changes fast, and Demand Gen helps businesses connect with a broader audience. This January, Demand Gen released several new features that are now available to everyone. These updates include key product features first seen at Google Marketing Live 2025. As a result, marketers now have more tools to reach new customers and improve conversion rates.
Takeaways 🚀
✅Shoppable CTV boosts TV conversions.
✅Attributed searches quantify campaign impact.
✅Travel Feeds simplify hotel bookings.
✅LG achieved higher conversion rates.
✅Demand Gen enhances marketing strategies.
In this article, we will highlight the top new features. Specifically, we’ll explore how Shoppable CTV, Attributed Branded Searches, and Travel Feeds can help you attract more customers.
Shoppable CTV: Shopping on the Big Screen
One major update is Shoppable CTV (Connected TV). Nowadays, more people watch YouTube and other content on their TVs, not just their phones or computers. With Shoppable CTV, viewers can browse and buy products right from their TV screen while watching ads.
Consequently, this feature makes it easier for viewers to move from seeing a product to buying it without delay. In fact, data shows that Demand Gen campaigns using TV screens get, on average, 7% more conversions without lowering return on investment (ROI).
Therefore, advertisers can now turn passive viewers into active shoppers. The big screen allows products to stand out and encourages people to take action more readily.
Easier Campaign Tracking with Attributed Branded Searches
Measuring results can be difficult with digital ads. To address this challenge, Demand Gen now offers Attributed Branded Searches.
With this new tool, you can see how many people search for your brand on Google and YouTube after seeing your ads. As a result, businesses gain clearer insight into whether their campaigns boost brand interest and lead to more searches.
Moreover, better data allows marketing teams to demonstrate how their ads raise brand awareness and justify their spending. To use this feature, however, you need to work with a Google representative.
Travel Feeds: Smarter Ads for Hotels
Hotels and other businesses in hospitality can now benefit from Travel Feeds. This feature makes booking both faster and easier for customers.
Specifically, Travel Feeds connect your Hotel Center feed with your Demand Gen campaign. The system then creates dynamic video ads that display important details such as:
- Current room prices
- Guest ratings and reviews
- Available dates
Furthermore, automatic updates keep this information fresh, which means customers always see the most accurate details every time. This helps avoid outdated offers and creates a better user experience right from the start.
LG Electronics: Real Success with Demand Gen
The real-world impact of Demand Gen is clear, especially in the case of LG Electronics.
After adopting Demand Gen, LG increased its conversion rate by 24% compared to its usual paid social campaigns. Additionally, they reached high-value customers at a 91% lower cost per acquisition (CPA).
Overall, these strong results suggest that using compelling ads and better targeting can help businesses save money while delivering more value.
Conclusion
In summary, January’s Demand Gen updates make it much easier for businesses to link shopping with entertainment and to track campaign results more clearly. With tools like Shoppable CTV, improved branded search tracking, and automated ads for hotels, businesses now have more options to reach new customers and measure success.
To benefit from these features, consider reviewing your marketing campaigns and determine which new tools best align with your business goals.
