Set Up Guide for Demand Gen | Google Ads 2024

In this article, we'll delve into the intricacies of setting up a Demand Gen campaign, a recently unleashed marketing powerhouse that has gained widespread use in the last couple of months, particularly in late 2023.

First and foremost, let's grasp the essence of Demand Gen and its primary focus networks.

Crucially, Demand Gen operates with limited keyword targeting inputs akin to Performance Max. Think of it as a social-centric campaign, a departure from the conventional keyword-based approach. Its dynamics are more aligned with the model of Facebook ads rather than the familiar territory of Google search or shopping campaigns.

Noteworthy is the exclusive display of ads on platforms such as YouTube shorts, YouTube in-stream, YouTube in-feed, Discover, and Gmail. Conspicuously absent are ads on search, shopping, or display networks.

This brings forth several consequential implications closely tethered to your campaign's success:

1. Quality of Your Video & Image Ads (Especially Video): Given the restricted keyword targeting and the social context of ad display, the pivotal success factor is the caliber of your ads. Video content, in particular, holds significant sway over the effectiveness of your campaign.

2. Size & Quality of Your Audiences: Success hinges on the magnitude and quality of your audiences. With ads appearing in a setting where users are not engaged in targeted searches, your ads become the linchpin of your campaign, determining its fate.

Considering the limited keyword targeting, your campaign's make-or-break aspect rests on crafting compelling ads that resonate with your audience. Better ads translate to superior results.

A critical facet influencing your campaign's trajectory is the dimensions and caliber of your audiences. As Google emphasized in its release (refer to Google's announcement), key audience groups you can target include:

• Lookalike Audiences: Target audiences that closely mirror your current converters or customers. An effective strategy here could involve presenting an introductory offer, such as a first-purchase discount, enticing them to join your newsletter.

• Existing Customers: Exclusive targeting of your current customer base, perhaps with a limited-time or exclusive sale.

In both scenarios, the pivotal factor determining success is the size and quality of your audiences. The more robust and targeted your audience, the greater the likelihood of a successful campaign.