Demand Gen is pushing PPC beyond its traditional role of capturing existing demand. To succeed, you increasingly need to understand how interest is created before someone searches. Google describes Demand Gen as a campaign type designed to drive engagement and action across YouTube (including Shorts and Discover), Gmail, Maps, and the Google Display Network. It requires images, video, audience signals, creative concepts, and an understanding of what will make someone stop, watch, and care before they’ve decided to search. This is one of the clearest signs yet that the role of a PPC specialist is changing. Paid search has allowed PPC to focus…
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