Spark interest and inspire action: What are Demand Gen campaigns?

What are Demand Gen campaigns?

Today’s digital landscape might be more fragmented and competitive than ever, but it offers unmatched opportunities for brands. Consumers are actively seeking out new discoveries, content, and products — and the digital platforms they do this on offer unprecedented reach.

• 1 in 3 consumers now spend more time researching and comparing brands before buying^.1
• 87% of YouTube and Google users immediately take action after discovering something new.²

These trends highlight the untapped potential of being present in those moments of discovery. Demand Gen campaigns help you capture that opportunity. They use eye-catching visuals and AI-powered reach across Google’s top platforms — YouTube (including Shorts), Discover, and Gmail — to engage and convert customers.

Demand Gen leverages Google’s AI to pinpoint interested audiences. This personalised approach leads to higher click-through rates and conversions, helping you stand out in a competitive environment.

What are the benefits of Demand Gen campaigns for marketers?

Demand Gen Campaigns go beyond just getting your brand seen. They actively stimulate interest in your products or services, and offer a powerful toolbox to enhance your marketing efforts and accelerate your business growth.

Expanded impact: Demand Gen campaigns can reach up to 3 billion users monthly,³ connecting you with a vast audience as they stream, scroll, and interact on Google’s most immersive visual touchpoints.

Tailored ad experiences: Google AI delivers your most captivating visuals to highly relevant audiences, including new, qualified leads beyond your existing customer base. Lookalike segments help you reach people similar to past purchasers, website visitors, or YouTube viewers, expanding your audience. Plus, you can use audience insights to understand who’s engaging with your ads and refine your targeting for future campaigns, while A/B testing allows for continuous optimisation.

AI-powered bidding and measurement: Demand Gen campaigns offer powerful AI-driven measurement tools to help you track key metrics such as conversions, brand lift and search lift. This enables you to understand what’s working, optimise your campaigns for maximum effectiveness, and make data-driven decisions.

Meet customers at every stage: From building initial awareness through immersive visuals on popular platforms to driving purchase decisions with targeted offers, Demand Gen gives you the flexibility to connect with your audience at every stage of the consumer journey. This allows you to provide a seamless brand experience from initial discovery to final conversion.

3 best practices to drive growth with Demand Gen campaigns

1. Invest in high-quality assets
Crafting compelling creative is essential for Demand Gen success. Include short-form (under 30 seconds) and longer, story-driven videos for maximum impact. Use vibrant, high-quality images that capture your brand’s essence to showcase your products or services in their best light.

2. Align your bidding with your campaign objectives
Choosing the right bidding strategy is crucial for achieving your desired results with Demand Gen campaigns.

Consider your primary goal. If you’re focused on acquiring new customers within a target cost, Target CPA (Cost-Per-Acquisition) guides Google’s AI to optimise your bids with this specific goal in mind.
If you’re aiming to maximise your return on investment, Target ROAS (Return on Ad Spend) directs Google’s AI to achieve the highest possible financial return on your campaign.

For campaigns prioritising awareness and maximum website traffic, Maximise clicks is the right choice to drive as many clicks as possible.

3. Reach the right audience with precision
Demand Gen campaigns are most effective when they reach the right people with the right message. Google Ads offers a suite of tools to help you achieve this precision. Expand your reach by connecting with users based on their interests, ensuring your ads are seen by those most likely to engage.

Reach highly interested audiences by utilising Affinity audiences (based on interests and habits) and In-Market audiences (actively researching or considering buying products/services like yours). Tap into the power of remarketing to re-engage users who have shown previous interest in your website or content, further increasing the likelihood of conversion.

As technology continues to evolve, so will the ways consumers discover and engage with brands. Demand Gen campaigns offer a powerful and adaptable solution, putting your brand at the forefront of these changes. Its unique AI solutions, combined with your top-performing assets, help ensure your brand is seen by the right people in the moments that matter.

Sources: (1) Google Ipsos Consumer Continuous.
(2) Google, Material Research Study, n = 2,000, Nov. 2022.
(3) Internal Data, July 2023.