Demand Gen Is Here

Hey Advertisers,

Google ads is dropping a brand new campaign type in October.

This is a big deal.

Google's last campaign drop was in 2021 with Performance Max.

Since then pMax has revolutionised the advertising landscape.

Google's new campaign is called Demand Gen.

We've had a chance to get our hands on it this September.

Since we applied it in one of our client's smaller ad accounts as a test, we've seen a steady increase in sales:

So, what actually is demand gen and how can it make you more money?

Here's what we know:

Demand Gen campaigns were created to help businesses reach consumers outside of the text-heavy search engine results pages.

They're visual and entertaining campaign types, appearing on YouTube, Discovery, and Gmail.

With over 3 billion monthly users on these Google-owned placements, we’ve seen that they’ve become a powerful place to influence potential new customers before they even begin to search.

Google reports that 91% of consumers have taken action after discovering a new brand on these properties.

Demand Gen campaigns feel like an answer to social platforms like Facebook & Tiktok.

But what are its features?

1) Emphasis on YouTube

Demand Gen campaigns extend beyond Google Discovery Ads, encompassing YouTube In-Stream and Shorts, amplifying both short and long-form video ad content reach on YouTube.

2) More video ad formats

Demand Gen permits advertisers to integrate up to five videos, alongside various images and calls to action in their campaigns, adaptable across Google's platforms and different screen sizes.

3) New creative tools

Google introduces a specialized preview tool and A/B testing in Demand Gen campaigns, enabling advertisers to optimize asset performance and fine-tune strategies for targeted audiences.

4) More bidding options

Apart from smart-bidding options akin to Google Discovery campaigns, Demand Gen offers a "maximize clicks" bid strategy, catering to advertisers with intricate conversion paths or those looking to boost website traffic.

5) More reporting options

Demand Gen facilitates deeper insights into campaign impacts through Brand Lift, Search Lift, and Conversion Lift reports, showcasing the uplift in brand engagement and conversions.

6) New targeting options

Google unveils lookalike audience segments in Demand Gen campaigns, resembling the phased-out Similar Audiences feature, but with customizable reach options based on similarity to the original seed audience, aligning with strategies seen on platforms like Facebook.

And guess what... it's being rolled out in October ready for Q4.

So if you're interesting in boosting your black friday game, you should run these campaigns.

And if you're currently running Google ads for you business, We'll give you a completely FREE A-Z action plan on how we can implement demand gen & scale your account further.

Apply here: https://calendly.com/click_spring/demo

Thanks for reading!

Happy advertising,

George Clements

CEO & Founder @ Click Spring Advertising