Google Ads Demand Gen Campaign: Comprehensive Guide For 2024

Google Ads Demand Gen Campaigns are a new type of campaign, an updated version of the previously known Discovery campaigns. They are designed to drive demand and performance for your products or services. To do so, it uses advanced Google AI to create and deliver personalized ads to potential customers across YouTube, Discover, and Gmail.

Key Takeaways for Google Ads Demand Gen Campaigns

  • Google Ads Demand Gen Campaigns are a new type of campaign designed to drive demand and performance for your products or services.
  • They use Google’s AI to create and deliver personalized ads to potential customers across YouTube, Discover, and Gmail.
  • Demand Gen Campaigns are ideal if you want to increase brand awareness and drive conversions.
  • To create a Google Ads Demand Gen Campaign, you will need to set your campaign goals and budget, choose your targeting options, create your ad creatives, and set your bidding and budget strategy.
  • Here are some best practices for using Google Ads Demand Gen Campaigns:
    • Set clear goals
    • Target your ads to the right audience
    • Create high-quality ad creatives
    • Use a bidding strategy that aligns with your campaign goals
    • Monitor your results and make adjustments as needed
  • To measure the success of your Google Ads Demand Gen Campaign, you will need to track relevant metrics such as website traffic, leads generated, sales conversions, and brand awareness and consideration.

What is a Google Ads Demand Gen Campaign?

Google Ads Demand Gen Campaigns are a new type of campaign designed to help you drive performance for your products or services by utilizing Google’s AI to create an immersive ad experience and deliver personalized ads to potential customers across multiple Google networks YouTube, Discover, and Gmail.

Google Ads Demand Gen campaigns are a newer type of campaign that Google introduced in August 2023. The upgrade of Google Ads Discovery campaigns to Demand Gen campaigns is automatic and it will give you access to all of these benefits without having to do anything. This upgrade should be completed by early 2024.

If you are looking to touch more of your customers, build awareness, and drive performance, the Google Ads Demand Gen Campaign may just be the right one for you.

What is the difference between P-max and Demand Generation campaigns?

The main difference between Google Ads Performance Max and Google Ads Demand Gen campaigns is that P-Max can also show ads on the Search network, while Demand Gen is only focused on YouTube, Discovery and Gmail. Another difference is the control and visibility they provide on your efforts, while P-Max is quite limited in showcasing performance data, Demand Gen allows for more granular control and optimization.

Benefits of Google Ads Demand Gen Campaigns

Google Ads Demand Gen Campaigns offer a multitude of benefits over other Google Ads campaign types that can significantly enhance your online marketing efforts.

Here are 7 benefits of Google Ads Demand Gen Campaign:

  1. Reach Larger Audience: Demand Gen campaigns can reach up to 3 billion active monthly users, while Discovery campaigns can only reach 1.5 billion active monthly users.
  2. Personalized Ads: Demand Gen campaigns use AI to create personalized ads for each individual user, while Discovery campaigns do not.
  3. Immersive Ad Experiences: Demand Gen campaigns support a wider range of ad formats, including videos, images, and text ads all within one campaign.
  4. Lookalike segments: Demand Gen campaigns now support Lookalike segments, allowing you to reach new customers similar to those who have already engaged with your brand.
  5. New ad previews: The Demand Gen campaign workflow has been redesigned to include new ad previews. This allows advertisers to easily see how their ads will look across different surfaces before they launch their campaigns.
  6. Versatility: Whether you’re aiming to boost brand awareness, generate leads, drive sales, launch a new product, or promote a service, Google Ads Demand Gen Campaigns can be tailored to align with your specific business goals.
  7. Brand Development: Regular exposure to your brand can lead to increased customer trust and loyalty. Google Ads Demand Gen Campaigns can play a crucial role in this brand development process.

Google Ads Demand Gen Campaigns can provide a significant boost to your marketing strategy, helping you reach more customers, generate more leads, and ultimately, drive more sales.

When to Use Google Ads Demand Gen Campaigns

Google Ads Demand Gen Campaigns can be used in a variety of scenarios to achieve different marketing objectives.

Here are some instances when you might consider using them:

ScenarioDescription
Brand AwarenessIf you’re launching a new brand or trying to increase the visibility of an existing one, Google Ads Demand Gen Campaigns can help you reach a wide audience and create awareness about your brand.
Lead GenerationIf your goal is to generate leads for your business, these campaigns can help you reach potential customers interested in your products or services and encourage them to take action.
Driving SalesIf you’re looking to drive sales, Google Ads Demand Gen Campaigns can help you reach customers who are ready to purchase and guide them toward making a buying decision.
New Product LaunchIf you’re launching a new product, these campaigns can help you create buzz and generate interest among potential customers.
Service PromotionIf you’re promoting a service, Google Ads Demand Gen Campaigns can help you reach the right audience and convince them of the value of your service.

Here are some additional things to consider when deciding whether or not to use Demand Gen Campaigns:

  • Your goals: What do you hope to achieve with your Demand Gen Campaign? If you are looking to generate leads or drive sales, then Demand Gen Campaigns may be a good option for you.
  • Your target audience: Are you able to clearly define your Google Ads target audience? Demand Gen Campaigns are most effective when you are able to target your ads to people who are most likely to be interested in your products or services.

Remember, the key to a successful Google Ads Demand Gen Campaign is understanding your marketing objectives and aligning your campaign strategy with these goals.

How to Create a Google Ads Demand Gen Campaign

To create a Google Ads Demand Gen Campaign, follow these steps:

  1. Sign in to your Google Ads account.
  2. Click the “+” button and select “New Campaign.”
  3. Select the “Demand Gen” campaign type.
  4. Set your campaign goals and budget.
  5. Choose your targeting options.
  6. Create your ad creatives.
  7. Set your bidding and budget strategy.
  8. Launch your campaign!

Setting Google Ads Demand Gen Campaign Goals and Budget

When setting your campaign goals and budget, it is important to consider your business and marketing objectives and what you hope to achieve with your Demand Gen Campaign. Are you looking to increase brand awareness, generate leads, or drive sales? Once you know your goals, you can set a budget that is appropriate for your business.

When it comes to setting the right budget for your Demand Gen campaign, it’s important to take into account multiple aspects of your business. You should be aware of your industry, competitors, current performance data, and other metrics such as average CPC, conversion rate, margins, and customer lifetime value.

Choosing Google Ads Demand Gen Targeting Options

Demand Gen Campaigns allow you to target your ads to a variety of audiences, including:

  • Demographics: Age, gender, location, and other demographic information.
  • Interests: People who are interested in topics related to your products or services.
  • Online behavior: People who have visited your website or searched for keywords related to your products or services.
  • Lookalike segments: New customers who are similar to those who have already engaged with your brand.

Creating Google Ads Demand Gen Ad Creatives

Demand Gen Campaigns support a variety of creative formats, including images, videos, and text ads.

When creating your ad creatives, it is important to use high-quality images and videos and to write clear and concise ad copy that highlights the benefits of your products or services.

Selecting Google Ads Demand Gen Bidding and budget strategy

Demand Gen Campaigns use a variety of bidding strategies, including:

  • Target CPA (cost per acquisition): This bidding strategy sets the maximum amount you are willing to pay for each conversion.
  • Target ROAS (return on ad spend): This bidding strategy sets a target return on investment for your campaign.
  • Maximize conversions: This bidding strategy sets a budget and automatically adjusts your bids to get as many conversions as possible.

You can also choose to use a manual bidding strategy, which gives you more control over your bids.

Launch a Successful Google Ads Demand Gen Campaign:

Once you have created your Demand Gen Campaign, it is time to launch it! Monitor your results and make adjustments as needed to ensure that you are getting the most out of your campaign.

  • Use a variety of targeting options to reach your target audience.
  • Create high-quality ad creatives that are relevant to your target audience.
  • Use a bidding strategy that is aligned with your campaign goals.
  • Monitor your results and make adjustments as needed.

By following these steps, you can create a Google Ads Demand Gen Campaign that will help you achieve your business goals.

Creating a successful Google Ads campaign, whether that is Demand Gen Campaign or other campaign type, it requires careful planning, execution, and ongoing optimization. But with the right approach, it can be a powerful tool in your digital marketing arsenal.

Best Practices for Using Google Ads Demand Gen Campaigns

To make the most out of your Google Ads Demand Gen Campaigns, here are some best practices to follow:

  • Set clear goals: What do you hope to achieve with your Demand Gen Campaign? Do you want to increase brand awareness, generate leads, or drive sales? Once you know your goals, you can tailor your campaign and ad creatives to achieve them.
  • Target your ads to the right audience: Demand Gen Campaigns allow you to target your ads to a variety of audiences, including demographics, interests, and online behavior. Make sure you are targeting your ads to people who are most likely to be interested in your products or services.
  • Create high-quality ad creatives: Your ad creatives should be visually appealing and relevant to your target audience. Use high-quality images and videos, and write clear and concise ad copy that highlights the benefits of your products or services.
  • Use a bidding strategy that aligns with your campaign goals: Demand Gen Campaigns support a variety of bidding strategies, including target CPA, target ROAS, and maximize conversions. Choose a bidding strategy that is aligned with your campaign goals and budget.
  • Monitor your results and make adjustments as needed: Once you have launched your Demand Gen Campaign, it is important to monitor your results and make adjustments as needed. Track your key performance indicators (KPIs) such as cost per conversion, conversion rate, and return on ad spend (ROAS). Use this data to optimize your campaign and improve your results.
  • Use a variety of ad formats: Demand Gen Campaigns support a variety of ad formats, including images, videos, and text ads. Use a variety of ad formats to reach your target audience in different ways.
  • Test different ad creatives and targeting options: Don’t be afraid to test different ad creatives and targeting options to see what works best for your campaign. You can use Google Ads experiments to test different variables and see how they impact your results.
  • Follow Google recommendations: Google Ads Demand Gen campaign has at disposal more ad types and for optimal performance try to follow the recommendations by Google on the quality, size, formats, and content.

By following these best practices, you can use Google Ads Demand Gen Campaigns to achieve your marketing and business objectives.

Remember, creating a successful Google Ads Demand Gen campaign requires careful planning, execution, and ongoing optimization. Stay flexible, keep testing, and adjust your strategy as needed.

How to Measure the Success of a Google Ads Demand Gen Campaign

Measuring the success of your Google Ads Demand Gen Campaigns is crucial to understanding their effectiveness and optimizing for better results. Here’s how you can do it:

  1. Set Up Conversion Tracking: Conversion tracking in Google Ads allows you to see what happens after a customer interacts with your ads — whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you’ve defined as valuable, these customer actions are called conversions.
  2. Monitor Key Metrics: Keep an eye on key metrics such as Click-Through Rate (CTR), Conversion Rate, Cost per Conversion, and Return on Ad Spend (ROAS). These metrics can give you insights into how well your campaign is performing.
  3. Use Google Analytics: Connecting Google Analytics to Google Ads can provide deeper insights into how users interact with your website after clicking on your ads. You can see how long they stay on your site, the number of pages they visit, the engagement rate, and more.
  4. Optimize Your Campaigns: Based on your measurement and testing, continuously optimize your campaigns. This could involve adjusting your bids, refining your target audience, or tweaking your ad copy.

The key to an effective Google Ads Demand Gen Campaign is understanding your marketing objectives and aligning your campaign to achieve them. It’s not enough just to set up your Google Ads Demand Gen Campaigns but it’s necessary to continuously measure and optimize it for better performance and higher ROI.