In May 2023 at the Google Marketing Live event, Google shared its plans to improve Google Ads in the coming years. Including improved search experience, artificial intelligence (AI) integration, upgraded measurement capabilities, and advertising content. More specifically, the launch of demand generation campaigns on Google Ads. With this campaign, businesses reach many target customers and increase brand recognition and conversion rates. To better understand demand creation campaigns, don’t miss the article below!
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What are the Google Ads demand gen campaigns?
Unlike search advertising, AI-supported Google demand generation campaigns are designed to reach the target audience before they actively search for the business brand.
Instead, the campaign is created to engage new audiences by generating user interest through visual and entertainment products: Short, Discovery,… With the ability to stimulate demand, and create awareness for the target audience group. From there, seamlessly transition the audience through channels and convert them into customers.
Advertisers can use lookalike audiences to generate additional demand and increase website traffic. Or target existing customers through discount programs, new products, additional features,… to drive more conversions.
Simultaneously stimulate the demand of the target audience by creating relevant and personalized ads even when they are not actively searching but are relaxing with entertainment content.
Google Ads demand generation campaigns distribute ads to Discovery sources: Google, Gmail, YouTube, In-Stream, and Short in the same campaign. Use image and video ads to drive conversions, website traffic, and actions: sign-ups and adding items to the cart on YouTube, Gmail, and Discovery.
This new type of campaign uses audience and visual content targeting settings to reach users on advertising platforms like Facebook or Tiktok. Previously, Google successfully released a similar type of campaign, which is discovery advertising.
Benefits of using demand generation campaigns on Google Ads
Expanded reach on YouTube
Google Ads demand generation campaigns have display ad visibility on Discovery, Gmail, Home, and YouTube data sources as well as online videos on YouTube and YouTube Shorts. Combining short and long-form video ad content will significantly increase the reach of target customers.
Reaching new audiences
Demand generation campaigns can access similar segments, helping you find new audiences beyond current customers who have made purchases, visited your website, or watched your videos on YouTube. Detailed audience insights provide the ability to customize audience targeting based on your advertising goals.
Personalized advertising
With AI support and the ability to combine videos with images and text from your catalog, demand-generation campaigns will help you promote the most suitable products and services to potential customers. At the same time, personalizing the user’s ad experience, and delivering ads to the right target audience in need, helps maximize conversion rates.
Cost optimization and increased conversion rates
Demand Google Ads demand generation campaigns provide intelligent bidding options while allowing advertisers to use Maximize Clicks as a bidding strategy. This helps increase website traffic, impressions, and conversion values across channels while effectively optimizing the advertising costs of the business.
Many new advertising tools and experiments
The purpose of a demand generation campaign is to promote a business through visual and dynamic images, and videos. Google has introduced a new ad preview tool specifically for demand-generation campaigns. Advertisers can preview how different ads are displayed on different screens and positions.
Furthermore, advertisers can conduct A/B tests to test different versions of image and video ads in the Demand Generation campaign. This way, you can better understand which type of content works best for the target audience to improve effectiveness.
Provide detailed reports
Because demand-generation campaigns are designed to drive direct action and conversions. Advertisers may see an increase in search volume and conversions after running new target audience ads on the Display Network, YouTube, or Social Network. Through detailed reports provided by Google Ads’ demand generation campaigns.
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How to set up a Google Ads demand gen campaigns
To start a demand generation campaign on Google Ads, you need a Google Ads account and some high-quality images and videos about the products and services you want to advertise. With a Google Ads account, you should choose an account with high trust and spending money to camp easily.
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In addition to your Google Ads account, you need to prepare a Visa/Mastercard and an old Gmail account to manage your campaign and account. After preparing all the ingredients, proceed with the steps to set up an advertising campaign as follows:
Choose the appropriate goal
Access your Google Ads account and click on + to create a new campaign. Here, choose the campaign goal that best aligns with the business objective you want to achieve. Note that the campaign to generate demand is not compatible with advertising goals such as brand awareness, app promotion, or local store visits.
After selecting the goal, choose Lead Generation as the campaign type. If your goal is sales or generating potential customers, you need to confirm the conversion action you want to measure or set up a conversion action if you haven’t done so.
Optimize for the primary goal
Once you have selected the goal, click Continue to create a new lead generation campaign and choose a related optimization goal. The options include:
Clicks to help you get the most website traffic. This goal is suitable for campaigns in the middle of the funnel (MOFU). It also helps you build a Google remarketing list for search ads used with bottom-of-the-funnel conversion campaigns (BOFU).
Conversions help you get the most potential customers or sales. This goal is designed for BOFU goals and works best when you use high-intent audience segments.
Conversion value helps you get the maximum number of conversions possible. This goal works well for BOFU campaigns tracking the unique value of each conversion action.
Set up budgets and costs for each action
To control more return on investment (ROI) for your campaign, consider setting a target cost per action (CPA). Although this Google Ads setup option is not mandatory, it will help you achieve the desired conversions at the cost you need.
Next, set campaign budgets and advertising schedules. Currently, campaigns create demand requiring daily budgets instead of lifetime budgets.
>>>See more: google ads trends 2024
Choose target audience targeting options
At this step, build target audiences for your ad groups. Use your campaign goals and business objectives to choose the most appropriate approach.
If your business targets customers in specific locations, use the location targeting feature to build target audiences. With Google Ads, you can target or exclude users by country, state, city, nearby area, or location.
Demand generation ads also have similar target audience targeting options. If you want to choose to create new audiences, click the Add Audience button and select Lookalike as the segmentation type. The optimized targeting feature is activated by Google similar to the audience expansion feature on other advertising networks. This setup allows Google Ads to target people outside the audience you have identified to increase conversions.
Create demand-generation ads
Here you will create ads at the ad group level. To create a new ad, select New Ad in the dropdown menu in the ad group where you want to create the ad. You can choose image, video, or carousel formats to create ads. Next, enter the ad name and select or add ad components.
If you want to maximize reach across all available locations, plan to create multiple ads in the same ad group. You can maximize the potential of demand-generation campaigns by creating image, video, and carousel ads.
When adding the maximum number of ads, you need to provide Google Ads with more options to configure ads that are suitable for the target audience. This includes uploading up to 20 images, 5 videos, and 10 carousel cards. Here, you can conduct A/B testing by creating multiple ad versions. You can add up to 5 headlines, 5 long headlines, and 5 descriptions.
Through the above sharing, you now know how to set up effective Google Ads demand gen campaigns. Hopefully, this information will help you run successful Google ads and achieve the best results!
Please see more:
- Is running Google Adwords effective?
- How to Google Advertising follows the customer journey effectively in 2024
- How to Google Ads location targeting
Frequently asked questions
Because demand generation advertising targets the middle and end of the funnel, they work with Google Ads campaign goals: traffic, lead generation, and sales.
Although both types of campaigns have AI-driven smart bidding strategies, demand generation campaigns can control ad placements and help display your ads on specific channels: YouTube, Gmail, and Discovery. In contrast, performance maximization campaigns display ads across all channels.
When using a Demand Generation campaign, you can save ad budget by not spending on other channels that Performance Maximization campaigns display ads on. If you want to test ads and see which channel your target audience converts from, deploy a Performance Maximization campaign. When running a campaign, you can analyze where people are converting for your ads.
