Demand gen is a campaign that drives action across several platforms like YouTube, Discover, Gmail, and Google Display Network. This campaign is suited for advertisers who want to serve multi-format ads through one single campaign, without having to do all the work for separate campaign setups. They support landscape and vertical videos, images, and, for the first time in Google Ads, also carousels.
It’s also suitable for leads and customers who are higher up the funnel and are willing to generate demand.
Types of ads depending on the campaign goal:
According to Google, here are some key takeaways:
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Reach up to 3 billion monthly active users as they scroll through their Google feeds, such as Gmail, Discover, and YouTube, along with YouTube Shorts, now averaging over 50 billion daily views.
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One in 3 consumers say that they've purchased something on Google feeds that they were not originally shopping for.
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63% of consumers discover new products or brands on Google feeds. Among those, 91% consumers took action immediately.
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On average, advertisers who added Google Display Ads to their Demand Gen or Video Action Campaigns saw a statistically significant lift of +16% in Demand Gen conversions.
When is it proper to use this campaign type?
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You want to deliver business results on Google’s most visual, entertaining surfaces;
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You want to bid for clicks, conversions, or conversion value;
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You want to remarket to people who already interacted with your website in the last 30-90 days;
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You already ran a display remarketing campaign, and you want to expand the reach of your ads;
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You want more control to manually manage creatives, placements, and targeting;
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Your objective is to drive awareness higher up the funnel.
Key tactics for winning Demang Gen Campaigns:
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Use first-party email list audiences. You can upload them manually in a spreadsheet format, or connect Google Ads to your CRM system, for example, HubSpot or Salesforce. The latter option is obviously recommended when possible.
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Expand your first-party audience with a Lookalike. Optionally, switch on “optimised targeting” to expand your audience even further.
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Select the right campaign goal. Aiming at clicks vs conversions makes a huge difference. Make sure you select the best option for your current strategy.
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Upload a varied mix of creative assets, landscape and vertical videos, short and long videos, images, and carousels.
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For advertisers with Google Merchant Center, you can now use the product feed, so that customers can instantly view information about your products directly from the ads.
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With local offers for Demand Gen with product feeds, you can show real-time local product availability, connecting online shoppers with your physical storefronts and driving them to the nearby store locations.
Now that you learned a little bit about the demand gen campaign type, are you ready to see it bring magic into your business?
