Demand Gen! The moment I heard the name, I liked the sound of it. Demand Gen says to me that these campaigns will generate the results that clients deserve. Google Ads are a significant marketing investment for many companies; we should demand a high ROI for the time and money that they’re putting in.

What is Demand Gen?

Google’s Demand Gen has replaced Discovery campaigns. The primary goal of Demand Gen is to find new audiences for our businesses by harnessing the power of Google’s audience insights and taking advantage of key placements. It reaches our target audience with engaging ads that use a mixture of enticing ad copy, images, and videos.

What are the differences between Discovery and Demand Gen campaigns?

1. Video

The biggest addition to Google’s Demand Gen campaign is video ads across YouTube and partner sites. The use of video has become more important in recent years as Google battles fierce competition from Facebook and TikTok. Creating engaging videos has already proven to increase click-through rates and drive down the cost per conversion on their Google Pmax campaigns which deliver ads across the Google network including Search, Gmail, Display, and YouTube. By adding Video Creatives to Demand Gen campaigns, we’ll be able to greatly increase the impact of our ads at a time when more users are engaged by short and catchy streaming videos.

Demand Gen allows us to add up to 3 videos per ad, so we can use a variety of footage to display our theme. The ability to add videos gives us extra scope for creativity and outside-the-box thinking when advertising products. Adding videos to Demand Gen campaigns helps our ads stand out in a crowded online space.

2. Carousels

Google’s Demand Gen campaigns give us carousel ads, using up to 10 media cards. This makes it a perfect campaign type for telling a story, similar to the popular carousel ads on Facebook. Using carousel ads helps to build a strong brand narrative, with compelling images prompting users to engage with our message.

Using carousel ads in Demand Gen campaigns increases the range of audiences they will resonate with. The opportunity to display these ads will engage new customers and drive positive click-through rates to our websites.

3. Testing

Testing new ad creatives, ad copy, and targeting has become easier with Google’s Demand Gen Campaign. With images and videos becoming ever more important to the performance of paid ads, A/B testing helps us to get the most out of your budget by driving user engagement and conversions.

By A/B testing ad creatives, we can see the most effective way to deliver a brand message. This tool gives us control over the budgets and the time frame we wish to test for. It also delivers clear data insights into how to improve our campaigns, as well as the style of image and video creatives to make in the future.

4. Lookalike Audiences

Google’s lookalike audiences are back after their mysterious disappearance last year. Formerly known as similar audiences, these lookalike audiences use Google’s AI to identify users that are similar to our current customers. This makes them the perfect target for our ads to expand our brand awareness and customer base.

Targeting lookalike audiences will improve our overall campaign performance with 3 refinement options available depending on our main campaign goals.

• Narrow – Target 2.5% of users that are most similar to your selected audience segment.
• Balanced – Target 5% of users that are most similar to your selected audience segment.
• Broad – Target 10% of users that are most similar to your selected audience segment.

With Demand Gen campaigns, Google has gone a level up from Discovery campaigns, giving us a broad range of creative and targeting options to drive businesses further.

Why should Demand Gen Be Part Of Our Paid Ads Strategy?

Along with a big investment, Google ads often bring some of the best-converting traffic to a company’s website. This is a result of qualifying users based on how they search the internet, the interests they have, and their demographics.

Google’s Discovery campaign has always been a great tool for finding new and relevant audiences for companies. Now that Google has upgraded all of our Discovery campaigns to Demand Gen, it’s essential to take advantage of the opportunities and continue to gain valuable new customers.

If you would like help with your PPC campaigns, One Agency’s expert team has over 15 years of experience. Contact us today for your free PPC audit!