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Introduction to Demand Gen Campaigns


Google and YouTube’s new AI-powered solutions are an improvement to previous discovery ads. This new feature uses AI intelligence to bring your top-performing image and video assets together in different ad formats which can be previewed and placed on platforms such as YouTube Shorts, Discover, and Gmail.

Demand Gen Features:

  • Video and image ad in one campaign, generated from your catalogs
  • Lookalike segments, based on your first-party data
  • Device targeting
  • Demand gen can be optimized for conversions or value-based bidding strategies

What can you expect after running a demand gen campaign in Google?

  • Increased amounts of traffic & interactions compared to search and PMax campaigns
Screenshot showing increased traffic from a demand generation campaign
Screenshot showing increased traffic of demand generation campaign
  • A low average cost (which is the average cost you are paid per interaction.)
  • You can take advantage of the traffic generated with Google Demand Gen for remarketing on other social media platforms where you already run paid campaigns, such as Facebook, Pinterest, and TikTok.
  • You may see a lower conversion rate on Google, but a higher one on other platforms such as Facebook.
  • Demand Gen can achieve 3X higher click-through rates, at a 61% lower cost per action (CPA) when compared to paid social campaigns, according to Google.

Described as the “next generation of discovery campaigns,” consider testing out this feature and seeing if it inspires and enhances new and current marketing strategies.


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