Introducing Google Ads Demad Gen Campaigns

Changes are a constant presence in Google Ads as they adapt their suite of campaigns to best align with the ever-evolving landscape of search and digital marketing.

The next major change on the horizon involves Google bidding farewell to Discovery campaigns, making way for a new campaign known as "Demand Gen."

Firstly, let's address the elephant in the room - the intriguing names for these new campaigns like Performance Max and Demand Gen. Who knows, maybe we'll soon encounter a campaign named "Radical Results!" It certainly keeps things interesting.

But let's refocus our attention on discussing Demand Gen and what we currently know about it.

Be sure to stick around until the end where I'll provide my verdict on when and if I'll be using Demand Gen.

As of now, this campaign is still in its "open beta" testing phase, allowing interested advertisers to apply for testing access, albeit with specific spending guidelines. Primarily, this beta phase caters to larger advertisers, as Google aims to accumulate substantial data before a full-scale release.

So, what is Demand Gen designed to accomplish, and which networks does it prioritize?

The key point to grasp is that Demand Gen does not rely on keyword targeting inputs, unlike Performance Max. Instead, think of it as a social-based campaign rather than a keyword-driven one, akin to how Facebook ads operate.

Demand Gen ads will exclusively appear on the following platforms:

1. YouTube Shorts
2. YouTube In-Stream
3. YouTube In-Feed
4. Discover
5. Gmail

Notably, there won't be any ads displayed on the search, shopping, or display networks. This setup has significant implications for the campaign's success, which will depend heavily on:

1. The quality of your video and image ads, with a particular emphasis on video.
2. The size and quality of your target audiences.

Given the absence of keyword targeting and the placement of ads on social platforms or in contexts unrelated to targeted searches, the effectiveness of your ads will be paramount in determining your campaign's success. High-quality ads will yield superior results.

Furthermore, audience size and quality are central to achieving success.

Google has highlighted two core audience groups you can target:

1. Lookalike audiences (similar to your current converters/customers).
2. Existing customers.

Initial approaches might involve targeting lookalike audiences with introductory offers, such as first-purchase discounts for newsletter subscribers. Alternatively, you could exclusively target existing customers with limited-time or exclusive sales. In both cases, the critical factor remains the size and quality of your audiences, significantly influencing your campaign's outcome.

Now, let's discuss my perspective. Will I use Demand Gen campaigns when they become available? My approach mirrors what I did when Performance Max was launched:

1. I refrained from using them for client campaigns during the initial 3-6 months.
2. During this period, I conducted my own testing for my brands to gather valuable data.
3. Once I've gathered positive data and test cases from my own campaigns, I'll cautiously introduce Demand Gen to select clients who are best suited for this campaign style.

The key takeaway here is that I wouldn't recommend immediately adopting Demand Gen as the go-to campaign for every client as soon as it's launched. I suggest waiting until you've gathered your own data or keeping an eye on my channel.