In today’s world, marketing faces the challenges of increasing competition and decreasing user attention spans. This drives us to seek new approaches to engage audiences who do not yet have a clearly defined demand. In this context, Demand Generation campaigns are becoming a key tool for brands aiming to strengthen their market position.
What is Demand Generation?
Demand Generation in Google Ads refers to campaigns aimed at creating demand and raising brand awareness among potential customers who are not yet ready to purchase. Unlike standard search campaigns, these focus on attracting new users and creating a positive impression of the brand.
Benefits of Demand Generation for Brands
Expanded Reach: Integration with Google Ads and Display & Video 360 enables advertisers to reach up to three billion users monthly across platforms like YouTube, Discover, and Gmail. This provides significant opportunities for brands to stand out across various channels.
Multi-format Creative Storytelling: The ability to run video and display ads within a single campaign offers flexibility in creative strategies. This is crucial for integrated campaigns that leverage multiple formats to capture attention.
More Relevant Audiences: Using similarity segments, advertisers can attract new audiences with characteristics similar to existing customers, enhancing campaign effectiveness and improving ad relevance.
Precise Targeting
Leveraging audiences based on interests, demographics, and behaviours allows for precise targeting of “lookalike” audiences derived from the existing customer data. Integration with remarketing lists further enables creative adaptation for different user segments, increasing campaign efficiency.
Creative Approach
It’s essential to develop creatives that inform and captivate. Using video and interactive formats can significantly boost engagement levels. Adapting content for various platforms, such as YouTube, Discover, and Gmail, maximizes audience engagement and interest.
Results for Our Clients
We analyzed several client case studies, comparing similar campaigns before and after implementing Demand Generation campaigns. Overall, we observed the following outcomes:
– The number of new users increased by 144.5%
– Total user count grew by 137.2%
– Sessions rose by 146.6%
– Conversions (site actions) increased by 115.7%
These results demonstrate how effectively leveraging Demand Generation campaigns can significantly improve business outcomes, including increased sales through Google Ads and higher conversions via Demand Generation strategies.
The Future of Demand Generation in Google Ads
Google recently announced the addition of Demand Generation to its programmatic DV360 system, available starting October 2024. This will unlock new opportunities for advertisers, including integrated campaign management across multiple platforms, Floodlight optimization and reporting, conversion optimization through unique settings and flexible bidding strategies, and third-party brand safety tools for YouTube provided by verified partners.
