Google Ads demand generation campaigns. Sounds like a catchy name, doesn't it?
One of the fundamental principles of marketing is that demand creates supply. But here the situation is completely different. A demand generation campaign is a solution in the following cases: when there is no demand or it is insufficient, when you need to create demand and continue selling. Yes, there are market situations where a product is new or little-known, but has great potential.
Demand generation campaigns have been in beta for three years without success, and we've tested them numerous times without seeing the results we wanted. Today, after multiple tests and implementations in many projects and refinements by Google developers, we can say that this is already a working and effective solution. They drive both reach and conversions. So, let's take a closer look at Google Ads demand generation campaigns.
Demand Gen campaigns are Google Ads campaigns designed to achieve conversions or a specific level of traffic by displaying image, product, and video ads on relevant platforms, taking into account custom audiences and special Google Signals.
Key aspects of Demand Gen
👉 Conversion-oriented
One of the key features of this campaign type is the ability to set a strategy focused on achieving conversions at a specific cost. For larger accounts, an ROI-oriented option is available.
👉 Traffic-oriented
It is possible to set the price per click manually, thereby influencing the traffic volume.
👉 Showing at thematic venues
Demand Gen is shown on thematic partner sites of Google, Gmail and YouTube.
👉 Graphic, product, and video ads
An exclusive opportunity to add three ad formats in a single campaign with flexible video ad delivery settings.
A unique opportunity for video ads to specify where exactly you want to display ads: Shorts, In-Stream, in the feed. All this with the possibility of loading goods from the Merchant Center.
At the campaign level, it is possible to immediately use products added to the Merchant Center. If you're not running an online store, ads without products will be available, specifically image ads, videos, and carousels.
👉 By specified audiences
At the ad group level, you can define audiences that best suit your advertising campaign goals.
When launching a demand generation campaign, it is necessary to immediately prepare visual materials.
Creative requirements for demand generation campaigns
Image:
- Horizontal 1,91:1;
- Logo 1:1, 4:1;
- Vertical 4:5;
- Square 1:1.
Video:
- horizontal;
- square;
- vertical.
But! No matter how good the system is, there are still certain shortcomings, but they are few.
Disadvantages of demand generation campaigns:
- There's no frequency control, which is crucial for display campaigns;
- Setting geotargeting at the ad group level is both an advantage and, in most cases, a source of confusion.
To summarize, let's reiterate: today, demand generation campaigns are an effective solution that is becoming a good alternative to standard display and video campaigns.
Additionally, you can watch a video about Demand Gen campaigns from Google Ads:
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