Demand Gen is a new type of AI-powered Google. Ads campaign designed to help social media advertisers drive demand. Engage consumers with visually engaging content.
Early access beta for campaigns opened in August 2023. And starting in October 2023, some advertisers saw an upgrade in certain accounts from Discovery Ads to Demand Gen campaigns. All upgrades are expected to be completed by March 2024.
In 2019, Google introduced Discovery
Ads , a progressive ad campaign that enabled brands to engage consumers with visually appealing, personalized and immersive experiences.
In 2023, Google is ready to deploy another radical solution that combines creativity and artificial intelligence technologies — a demand generation campaign or Google Demand Gen. Demand Gen advertising campaign uses the power of artificial intelligence to drive demand on Google and YouTube platforms by using historical data for an informed and strategic approach.
At their core, Demand Gen campaigns a
re based on video and image assets in the most visually appealing corners of the Google ecosystem. These campaigns are designed not only to replace Discovery ads, but also to introduce a new solution to YouTube advertising. The innovation taps into YouTube Shorts’ broad base of users and viewers, increasing the visibility and impact of ads.
According to a Google/Ipsos survey , 1 in 3 consumers say they’ve purchased something from Google channels like Discover and Gmail. 86% of Gen Z users agree that YouTube helps them discover new products they are interested in.
Social and digital usage is changing and we are currently looking at:
growing competition for attention;
audience fragmentation on more platforms;
appearance of a short video.
Consumers easily change preferences if a competitor has a better offer. YouTube Shorts have surpassed 50 billion views worldwide. That’s why Google paid attention to it. YouTube has the largest reach and best user engagement.
The Demand Gen campaign proposes to influence middle segment consumers to create stable demand in the future and stimulate sales growth.
Places to place ads Demand Gen
There are 5 ad placements available for Demand Gen campaigns:
Demand Gen ads in various placements
Rice. 1 – Demand Gen ads in various placements
Key features of Demand Gen campaigns
Demand Gen is Google’s attempt to help advertisers generate demand, as Google Ads is generally seen as a channel to capture demand with the following benefits.
Expanded Reach : Demand Gen campaigns span Google and YouTube, including YouTube Home, Search, Watch Next, Discover, Gmail, YouTube Shorts, and YouTube In-Stream.
Custom Ads : Unlike traditional Discovery ads, Demand Gen campaigns combine both image and video ads in one campaign. A demand drive campaign allows you to preview your creatives across different placements and A/B test them to optimize impact.
A variety of ad formats Advertisers
can experiment with a range of formats (short videos, carousels, portraits and square images), tailoring their approach to maximize engagement.
Flexible Bidding Options : Demand Gen campaigns are based on a number of dynamic bidding strategies that help optimize campaigns in time. Offering a versatile set of tools for advertisers, these Google AI-powered strategies are designed to guide campaigns towards unique goals.
Increasing the number of clicks
to attract traffic to the site. The Increase Clicks strategy prioritizes user engagement within the ad budget. Whether using display ads or video ads, this strategy improves site traffic without the need to track conversions, because it’s easier to achieve results this way.
Conversion-based bidding: Performance is central to this strategy. Bids are strategically aligned with conversions, ensuring optimal cost-effectiveness or overall conversions for the business.
Value-based bidding: This strategy is suitable for businesses looking to increase conversion value. By bidding on conversions that represent significant value, value-based bidding highlights the achievement of your target ROI.
The strategy helps to maximize return on investment
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Audience Optimization : Demand Gen campaigns
use look-alike audience segments to effectively target Google audiences, improving reach and relevance.
Demand Gen involves adding your audience, as well as creating lookalikes (as is possible on Facebook ), which is something new for Google. Creating a look-alike audience works by populating the system with a list: customers, email subscribers, people who take Pixel- based actions on the site, etc. Next, the system creates a new audience of users similar to those that the advertiser provided to the system.
Difference between Demand Gen and other advertising campaigns
Let’s consider 2 types of advertising campaigns:
Discovery (to be replaced by a demand-driven campaign
There are many similarities between Discovery and Demand Gen campaigns. Both allow you to advertise on the Google Network to reach new audiences with a variety of ad formats.
Discovery campaigns only allowed images, carousels, or a product feed for creatives.
Differences between Discovery and Demand Gen
Rice. 2 – Differences between Discovery and Demand Gen ( source )
What has changed in Demand Gen settings:
renaming the LCD and updating the interface.
What did NOT change in the settings:
Discovery statistics and all Discovery
RCs in the account continue to work without interruption and a new training period.
What’s new:
running videos + images together, Look-alike segments, Maximum clicks strategy, A/B testing and more.
Performance Max and Demand Gen
Using Performance Max with no data feed and only morocco phone number resource creatives with audience signals is somewhat similar to what Demand Gen is trying to do. This setting pushes display, display, and video ads on all different networks (except shopping).
2. Specifications of the Google Demand
Generation campaign
Artificial intelligence helps create creatives by america email combining headlines, descriptions, images and videos. The key is to provide the campaign with this available information.
