About Demand Gen campaigns - Google Ads Help (original) (raw)

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Demand Gen campaigns capture engagement and action across YouTube, including Shorts, Discover, Gmail, and Google Display Network. Demand Gen campaigns are ideal for social advertisers who want to serve visually-appealing, multi-format ads on Google’s most impactful surfaces available to any advertiser.

YouTube is 2X more likely than any other video services and social media platforms to be used for researching products and brands. Viewers rated YouTube ads significantly (16%) more trustworthy, credible, and honest than ads on the other video and social media platforms.*

(*Source 1. Google commissioned Ipsos Consumer Continuous, U.S., CA, U.K., FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR, AR, CO, BE, CL, PE, SE, NL, DK, FI, NO ~n=500-1,000 online consumers 18+ per market. Sep 8-11, 2022)

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.
One in 3 consumers say that they've purchased something on Google feeds which they were not originally shopping for.
63% of consumers discover new products or brands on Google feeds. Among those, 91% consumers took action immediately.
On average, advertisers who added Google Display Ads to their Demand Gen or Video Action Campaigns saw statistical significance lift of +16% in Demand Gen conversions.

Benefits

Expanded Impact: Access to YouTube and Google's most immersive, visual touchpoints, highlighting, 1. Multi frame on YouTube including Shorts, Discover, and Gmail, 2. Reach 3 billion plus users, and 3. 50 billion plus global daily views on Shorts.

Tailored Ad Experiences: Audience first creatives that drive demand, highlighting, 1. Lookalike audiences, 2. Creative A/B experiments, 3: New campaign setup w/ creative previews, 4. Product feeds.

AI Powered Bidding and Measurement: Fuel the funnel and measure the impact, highlighting, 1. Conversion, Value based and MaxClicks bidding, 2. Search life, 3. Brand lift, 4. Conversion lift, 5. Data driven attribution.

Expand the impact of your ads: Serve ads on YouTube and Google’s most immersive visual surfaces such as YouTube, Discover, Gmail, and Google Display Network to help put your potential customers into a purchase mindset. Demand Gen lets you reach more than 3 billion active monthly users with more than 50 billion global daily views on Shorts alone. Google AI creates the perfect combination of tailored, high impact visuals, messages, and placements, so you can drive more consumers to press “pay now.” You can also easily preview your top performing video and image creatives across Google and YouTube to ensure they tell the right story.
Tailored ad experiences: Combine the power of Google AI with the flexibility of controls. Use audience-first creatives that create new demand and drive conversions. Your most immersive, visual creatives will be served to the most relevant potential customers. You can also customize your campaign to engage customers on specific channels. Activate Lookalike segments to help you reach new, qualified audiences outside of your existing customer base. This includes people who made a past purchase, visited your website, or watched videos on your YouTube channel. You can tap into audience insights to custom-match the right audience based on your advertising goals. A/B experimentation will help you fine-tune your creative approach to regularly improve performance. In addition, you get a new campaign setup with creative previews and product feed, which is a great place to store your product catalog as it helps millions of people discover, explore, and buy products.
AI-powered bidding & measurement: Fuel your marketing funnel and measure the impact. Optimize conversion across the full funnel with Value-based and Maximize Clicks bidding to drive consideration goals such as site visits. Use measurement tools such as brand, search, and conversion lift to help you determine whether your ad spend is paying off. Powered by insights from these tools and Google AI, your Demand Gen campaigns allow you to optimize for website traffic, convert high value users, and bid against efficient metrics while using data driven attribution to show the full value of a campaign in the Google ecosystem.

Knowing when to use Demand Gen campaigns

| | Search | This icon represents Performance Max, which allows performance advertisers to access all of their Google Ads inventory from a single campaign. Performance Max | Demand Gen | | | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Use to: | Maximize performance across Google Search | Maximize performance across all of Google’s channels and surfaces | Generate demand and deliver business results on Google’s most visual, entertaining surfaces | | Bidding | Target IS Clicks Conversions Conversion Value | Conversions Conversion Value | Clicks Conversions Conversion Value | | This icon represents the ability to target unique audience segments. Audience | Search audiences enable advertisers to combine their 1P data with Google signals to achieve a variety of marketing objectives. | Steer AI with NCA goals, value rules, and audience signals. (No hard targeting) | Enable audience customization with the ability to target unique audience segments such as Lookalike segments. | | Channels | Reach customers on Search + Search Partners (AFS). | Drive performance across all Google channels and inventory. (Search, YouTube including Shorts, Discover, Gmail, Google Display Network) | Choose the Demand Gen channel where your ads show so you can curate the ad experiences to align with your marketing strategy. For example, if you have a vertical creator video, you can choose to serve on YouTube Shorts only to create an optimal mobile ad experience. (YouTube Shorts, YouTube in-feed, YouTube Home feed, YouTube watch next, YouTube Search, Discover, Gmail, and Google Display Network) | | Creative assets | Image (Landscape 1.91:1, Logo 1:1, 4:1, Portrait 4:5, Square 1:1) Text (Headline, long headline, description, final URL or URL path, business name, CTA, sitelink descriptions) | Image (Landscape 1.91:1, Logo 1:1, 4:1, Portrait 4:5, Square 1:1) Text (Headline, long headline, description, final URL or URL path, business name, CTA) Video (horizontal, square, vertical) Learn how to Build an asset group. | Image (Landscape 1.91:1, Logo 1:1, Portrait 4:5, Square 1:1) Text (Headline, description, final URL, business name, CTA) Video (Landscape, portrait, square, vertical) Carousel ad (Headline, description, final URL, business name, CTA, logo 1:1, 2-10 image cards: Landscape 1.91:1, Portrait 4:5, Square 1:1 Product feeds Learn more about Demand Gen campaign asset specs and best practices. | | Measurement and Reporting | Reporting to keyword/ad level with insights and recommendations to improve your performance. | Insights for asset groups (launched) and individual assets (2H 2023) Product level reporting for GMC | Insights and reporting metrics for all individual assets/formats Brand Lift under allowlist, Search Lift, and Conversion Lift measurement Creative A/B experiments Product-level reporting for GMC feeds | | Other product differentiators | Product listing ads Advanced goals: NCA | MO/Goal focused buying flow Advanced goals: NCA, NCA HVO, re-engagement Retail feed formats on all surfaces (Search, YouTube, Gmail, Discover, Google Display Network) | Social-like buying flow Product feed formats on all visual surfaces (YouTube, Gmail, Discover, and Google Display Network) with option to upload cover image/video |

Before you begin

Assets

Gather your creative assets, including headlines, descriptions, images and logos. To drive better performance, select your highest-quality image and video assets, such as brand and inspirational imagery featuring minimal text and effective lighting. You can also repurpose top-performing assets and messaging from existing campaigns on other platforms such as email or social.

Note: You’ll increase your chances of achieving optimal performance by including more assets.

Conversion tracking

Set up conversion tracking on your website and make sure that the Google tag is working properly. Optimize for lightweight conversion events such as "add to basket" or "site visit" and choose a conversion counting option that makes sense for your campaign. This provides valuable signals to our systems so you can achieve your desired results faster.

Budget requirements

Your budget settings affect how quickly we can optimize your campaign for conversions. For campaigns using target CPA bidding, it’s recommended to set a budget that’s at least 15 times your target CPA.

For campaigns using Maximize conversions bidding, use the new tCPA scaling simulator within Google Ads to interact with percent-based bid increments and get traffic estimates.

If your ads are marked as "Eligible (limited)" due to "Implied Interactivity", you must fix the ads for them to serve. Additionally, ensure that your tCPA bid is not set far below the historical average.

Next steps

View Demand Gen campaign asset quality and policy requirements

Learn Demand Gen asset policy requirements as you plan for your new Demand Gen campaign.

View Ad strength for your existing images and videos

Ensure that you’re using your very best creatives for your new Demand Gen campaigns by relying on the Ad Strength tool.

View asset reporting for your existing images and videos

Learn about asset reporting for your existing creatives before you create your Demand Gen campaigns.

Learn Demand Gen asset specs and best practices

Learn how to create the highest potential ads following asset specs and using asset best practices.

Learn about dynamic product ads for Demand Gen campaigns

Learn how you can use Google Merchant Center product feeds in your Demand Gen campaigns.

Create a Demand Gen campaign

Learn how to create a Demand Gen campaign, including asset specifications and management.

Use Lookalike segments to expand your audience reach

Reach people who have similarities to your existing customers with Lookalike segments.

About Demand Gen metrics and reporting

Learn About Demand Gen campaign metrics and reporting.

About Demand Gen A/B experiments

Create A/B experiments for Demand Gen campaigns.

About Google video partners

Google video partners is an available surface for Demand Gen campaigns. Learn more About Google video partners.

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