GoogleIntroducing Demand Gen Drops to help you stay on top of what’s new and drive results.
摘要
YouTube近日宣布推出Demand Gen Drops，这是一个月度功能更新系列，旨在帮助广告主及时掌握Demand Gen广告产品的最新动态，从而在YouTube上获得更优的营销效果。Demand Gen是YouTube基于AI技术的效果解决方案，过去一年中，凭借60多项AI驱动的改进（如出价策略、冷启动时间优化等），其每美元转化次数提升了26%。
首期Demand Gen Drops重点介绍了多个新功能。其中，转化增量测试（Conversion lift）现在支持更低的投放预算和转化量级，并可对整个经理账户或特定广告系列进行测试，帮助广告主评估同时运行多种广告系列的增量效果。此外，平台可比转化列（Platform comparable conversion columns）使广告主能够采用与其他平台一致的归因方式来衡量YouTube广告系列的表现，便于跨平台对比。
其他新功能包括：全渠道出价（Omni-channel bidding）优化广告主对线上和线下总销售额的优化；本地优惠（Local offers）在附近消费者搜索时展示门店促销信息；以及促销素材（Promotion assets）突出特殊活动和促销文案。这些功能旨在通过更精准的归因分析和投放策略，帮助广告主在YouTube上实现增量提效。
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