How to create Google Demand Gen ads?

Google is a digital advertising platform that allows brands to expand their reach to a wide range of target customers, enhancing sales. With the explosion of AI, in October 2023, Google Demand Gen Ads was launched, helping to create visually appealing and engaging ads to increase brand awareness and conversion rates. To better understand this type of ad and how to create Google Demand Gen Ads, don’t miss the following article by Optimal Agency!

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What is Google Demand Gen?

Google Demand Gen Ads are AI-supported demand generation campaigns used to reach new customers, sparking their interest in a product or service before they actively search for a specific brand. Instead of waiting for customers to search, Demand Gen proactively reaches potential customers, introducing them to the value of products or services to persuade them to make a purchase.

These marketing campaigns focus on creating new demand for products or services across Google’s popular feeds, including YouTube, Discover, and Gmail. The ads are visually appealing, personalized, and delivered to the right target audience by Google’s intelligent algorithms based on behavior, interests, and more.
When users interact with the ads, they are directed to landing pages designed to provide detailed information about the products or services and encourage purchase actions. With detailed measurement capabilities and smart optimization features, Demand Gen helps businesses effectively reach their target audience and boost brand recognition.

Why should you create Google Demand Gen ads?

Demand Gen Ads are similar to Discovery Ads but have more prominent advantages. By creating Google Demand Gen Ads, businesses can reap the following benefits:

Reach customers at large scale

Demand generation campaigns are deployed across multiple Google feeds, allowing ads to reach a broad range of target customers at scale. Ads will reach users on Discovery Feeds, Gmail, home pages, and YouTube feeds, among others. Additionally, you can add short videos and in-stream videos within the same campaign to increase your target customer reach.

Expand target audience reach

Demand Gen focuses on generating interest in the business’s products or services and guiding users to take conversion actions. The demand generation ads allow you to set up lookalike audiences, helping you discover new potential customers outside your existing customer base who have bought from you, visited your website, or watched your videos on YouTube.

High conversion rate

Advertisers have multiple options for ad formats, including images and videos, providing ample opportunities to connect with potential customers and drive purchase demand. With AI support, ads can be personalized to fit the target audience, and Google’s smart algorithms ensure ads are delivered to the right audience.

Numerous tools and new ad experiments

With demand generation ads, businesses can promote their products and services in a visually engaging way. You can experience the ad preview feature integrated into the demand generation campaign. Advertisers can preview how different ads are displayed on various screens and placements, making adjustments as needed. Additionally, you can conduct A/B testing to experiment with different ad versions featuring various images and videos to determine which content best suits the target audience, enhancing the campaign’s effectiveness.

Easily track and measure effectiveness

Based on detailed reports provided by Google Ads demand generation campaigns, advertisers can observe increases in searches and conversions after running Demand Gen ads. When launching a Demand Gen ad campaign, Google provides advertisers with more detailed information on these increases with Brand Lift, Search Lift, and Conversion Lift reports, enabling advertisers to track and evaluate campaign effectiveness and make appropriate improvements.

A-Z guide to create Google Demand Gen ads

If you understand the benefits of this type of ad, you can start launching your ad campaign right away. Before running the ad, make sure you prepare all necessary materials: a Google Ads account, a Visa/Mastercard, a website, and ad content. Then, proceed with the Google Demand Gen Ads campaign as follows:

Create a new campaign

First, access your Google Ads account, click on the Campaigns tab, then select the + New Campaign button to create a new ad campaign on Google. Next, name your ad campaign and complete the following steps to create the ad. If you’re using a product feed to display products in the ad, click the switch to Run a product feed campaign.

Choose your ad objective

There are many ad objectives, but you should choose the one that aligns with your desired business outcomes. This could be sales, website traffic, brand awareness, etc. After selecting your objective, choose Demand Gen as the ad campaign type. If you choose sales or lead generation as your goal, you need to define the conversion action to measure and set up a conversion action if not done already. Click Continue to create a new demand generation campaign and related optimization goals.

Set up campaign targeting

Here, you can target by device or by language and location to limit the reach scope. This ensures the ad campaign is effective, showing ads to the right audience and optimizing costs.

Set bids and budget

You need to set a bid for each target action to achieve better ROI for your ad campaign. Choose an appropriate bidding strategy to maximize the performance of Google Demand Gen Ads campaigns to achieve the desired conversions. Additionally, you need to set a campaign budget and an appropriate ad schedule. You can choose a daily budget or a lifetime budget for your ad campaign.

Set up ad groups

In this step, name your ad group and build the target audience for the campaign in line with your objectives. If your business targets customers in a specific area, use location targeting to build your target audience.
If you want to expand your reach, use the Lookalike audience targeting option. Click Add Audience and select Lookalike as the segment type. This helps you target people outside the originally defined audience to increase conversion rates.
Additionally, you can keep or deselect optimized targeting while excluding specific audiences. You can narrow the reach of your target audience based on demographic factors, behavior, interests, etc.

Create ads

When creating Demand Gen ads, you need to choose the appropriate format. Then, name the ad and select or add ad components. If you want to expand your target customer reach across all placements, create multiple ads within the same group. By creating image, video, and carousel ads, you can maximize the potential of demand generation campaigns. When creating ads, don’t forget to test multiple ad templates to select the best version, increase your budget, and enhance the effectiveness of your Demand Gen ad campaign.

Experience in running effective Google Demand Gen ads

With the step-by-step guide on creating Google Demand Gen Ads, consider the following tips for achieving the best campaign results:

Choose appropriate keywords

Research and select keywords related to your product, service, or brand. Keyword selection also relates to setting the ad budget. You can use keyword research tools like Google Keyword Planner to find keywords with high search volume and low competition, then add the relevant keywords to your ads to increase click-through rates, traffic, and conversion rates.

Set up conversions

For Google Demand Gen Ads campaigns to increase conversion rates, create a landing page related to the ad with compelling content that encourages the target audience to take the desired conversion action. Additionally, optimize the website for fast loading speeds, readability, and device compatibility. Moreover, improve user experience to increase order conversion rates and boost sales.

Choose a reasonable bidding strategy

Based on your objectives and keywords, set an appropriate bid to ensure the ad is displayed and optimize cost efficiency. To set accurate bids, monitor Google ad metrics like click-through rate (CTR), conversion rate, etc. Adjust bids based on feedback data to optimize campaign effectiveness.

Manage ad budget

You need to determine an appropriate budget when setting up a Google Demand Gen Ads campaign. Google recommends that advertisers use Smart Bidding and set a budget at least 15 times the target CPA. This ensures the ad campaign runs effectively and is fully optimized. Combine this with tracking and controlling campaign ad costs using reporting and analysis tools to review cost efficiency and adjust the budget.

So do you know the pros and cons of Google Ads Smart Bidding? If not, click to see now.

Google Demand Gen advertising campaign is an effective solution to expand reach to many new target customers, increase conversion rates. With detailed instructions on how to create Google Demand Gen ads, I hope you can apply it successfully.

Please see more:

• 9 How to bid on Google ads effectively from Experts
• Simplify How to Set Up UID in Google Analytics
• How to set up outbound clicks on Google Analytics 4

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