Why we care. Demand Gen is an effective tool when it comes to reaching new audiences and offers more creativity than its predecessor. Discovery campaigns only allowed images, carousels, or product data feed for creatives, however, Demand Gen lets you use videos, including both regular YouTube videos and Shorts, giving advertisers more choice when it comes to creating content that will appeal most to their audience.

What is Demand Gen? Demand Gen is an AI-powered tool that was built to specifically help social platform advertisers by streamlining the process of discovering and converting consumers through visually engaging content. The Google Ads feature was designed to help generate conversions, site visits and actions across entertainment-focused touchpoints such as YouTube (including Shorts), Discover, and Gmail.

Engaging new audiences. Demand Gen can help you to discover new potential customers who may not be acquainted with your brand through the new Lookalike segments features. Advertisers can then maximize performance further by choosing the bidding strategy that fits best with your goals, such as clicks, conversions or website actions.

Creating ads tailored for your audience. Demand Gen can achieve 3X higher click-through rates, at a 61% lower cost per action (CPA) when compared to paid social campaigns, according to Google. It’s able to achieve this by offering a range of different formats so that brands can tailor their content better to their audience, from short-form videos to carousels.

Read More