What is Demand Gen?
Google’s Demand Gen is a new campaign type within Google Ads designed to generate demand for products or services, potentially replacing Discovery campaigns. Demand Gen campaigns are tailored for more visual and engaging platforms like YouTube, Google Discovery, and Gmail, making them ideal for reaching audiences through immersive and entertaining content.
How Do I Set Up the Campaign?
1. Choose Your Objective
Demand Gen campaigns support the following objectives:
- Sales
- Leads
- Website Traffic
- Product and Brand Consideration
Alternatively, you can create a campaign without goal guidance by selecting the campaign type directly. Note that Brand Awareness and Reach objectives are not available for Demand Gen campaigns, but you can optimize other objectives for clicks later.
2. Select Demand Gen Campaign Type and Conversion Goals
- Conversions: For driving sales or other conversion actions using a conversion-based bid strategy.
- Clicks: For generating traffic, engagement, or leads with a CPC-based bid strategy.
- Conversion Value: To maximize conversion value or achieve a specific value.
You can set a Target CPA or let Google maximize conversions automatically.
3. Set Budget and Duration
Demand Gen campaigns only allow daily budgets, with Google recommending a minimum of $100/day for optimal performance.
4. Set Location and Language
It’s recommended to set these at the ad group level for better targeting control.
5. Choose Devices, Ad Schedule, and URL Options
Target specific devices, operating systems, and networks, then finalize your schedule and URL parameters.
Tip: Allow 7-14 days for campaigns to optimize, setting a realistic Target CPA slightly above your account average.
How Do I Set Up the Ad Group?
Ad groups manage audience targeting. Monitor the ‘Estimated Campaign Results’ as you configure settings.
Audience Setup
Demand Gen uses OR logic for audience segments:
- Custom Segments: Add keywords, websites, or apps.
- Your Data Segment: Use remarketing lists.
- Lookalike Segments: Add up to 10 seed lists and choose reach percentages.
- Interests and Demographics: Refine by gender, age, income, etc.
Tip: Enable optimized targeting for up to 20% more conversions.
How Do I Set Up the Ad?
Choose from single image, video, or carousel formats. You can upload up to 20 images, 5 videos, 5 logos, 5 headlines, 5 descriptions, and 10 carousel cards.
Tip: Use high-quality visuals and diverse creatives for better performance.
Preview your ads in YouTube, Discovery, and Gmail formats on both desktop and mobile before launching.
How Do I Transition from Discovery to Demand Gen?
Active Discovery campaigns will automatically upgrade to Demand Gen campaigns during the transition period, retaining historical data and performance learnings.
