🚨 Everything you need to know about Google's game-changing Demand Gen campaigns

You cannot afford to miss this out!                                                                                                                                                                                                                                                                                                                                                                                                                 Hi, marketing nerds! To meet the demands of performance marketers and compete with social media giants like Facebook and Instagram, Google has launched an innovative product called Demand Gen campaigns. These AI-driven campaigns are designed to deliver highly targeted video and image ads across various Google platforms, including YouTube. [Inceptly](’s performance ad team stays behind $950M+ in direct response revenue and has already started launching these campaigns. So, we explored everything you need to know about Demand Gen and how it is revolutionizing performance marketing. If you're in this field, this is something you can't afford to miss. Demand Gen campaign - single image ad What's cooking at Google?👨🏻‍🍳 Why launch Demand Gen? The answer is that to compete with social platforms like Facebook and Instagram, Google uses AI to deliver tailored, high-impact campaigns. Historically, Google struggled to keep up with Facebook and TikTok in the performance marketing arena. Brands often chose Facebook for D2C and e-commerce, relegating Google to a distant 3rd or 4th option even though YouTube (100% Google-owned) is the second most visited website in the world. This new initiative capitalizes on the enormous popularity YouTube Shorts have gained over the past two years, allowing Google to enter a market it had previously not fully penetrated. The Transition from Discovery Campaigns to Demand Gen To make way for Demand Gen, Google has phased out its older Discovery campaigns. This bold move showcases Google's commitment to competing with Meta (formerly Facebook) and other advertising platforms. Demand Gen offers an expanded reach, allowing advertisers to target audiences on YouTube and other major Google platforms. The campaigns are highly customizable, ensuring tailored experiences for viewers, and leverage the power of AI-driven bidding to optimize results. Key Benefits of Demand Gen Campaigns Demand Gen campaigns offer a range of benefits for advertisers looking to maximize their impact and reach. These campaigns provide an opportunity to deliver visually compelling ads on platforms like YouTube, YouTube Shorts, Gmail, and YouTube Discover. Demand Gen campaign - carousel image ad Demand Gen campaign - video ad You can read more about Demand Gen campaign asset specifications and best practices [here](. The key benefits of Demand Gen campaigns include: - Expanded Impact: With access to YouTube and other major Google platforms, advertisers can reach a wider audience and enhance their brand visibility. - Tailored Experiences: Demand Gen campaigns allow advertisers to create customized, audience-first creative content. By leveraging a mix of videos and images, brands can engage viewers in a captivating and personalized manner. - AI-Powered Bidding: Demand Gen campaigns leverage Google's powerful AI technology to optimize bidding strategies. Advertisers have granular control over their campaigns, allowing them to drive the desired outcomes, whether it's clicks, conversions, or website traffic. - Shorts Monetization: With the explosive growth of YouTube Shorts, Demand Gen campaigns offer an opportunity for advertisers to monetize this increasingly popular format and connect with a younger audience. Demand Gen video ads on mobile devices (more on this link: [ How to Launch Your Own Demand Gen Campaign Launching a successful Demand Gen campaign requires careful planning and execution. Here are some key steps and strategies to consider: - Beta Testing Tips Before fully launching your Demand Gen campaign, consider conducting beta testing to fine-tune your approach. Here are two important factors to focus on during beta testing: - Audience Testing: Take advantage of Google's new lookalike audiences feature, which allows you to target users who share characteristics with your existing customers. It is recommended to set a bid-budget ratio of 15x to ensure sufficient coverage. - Benchmarking: Compare the performance of your Demand Gen campaign against your existing social media campaigns. This will help you assess the effectiveness of the new campaign format and make necessary optimizations. - Campaign Settings and Objectives When setting up your Demand Gen campaign, consider the following settings and objectives: - Objective Choices: Clearly define your campaign objectives, whether it's sales, leads, website traffic, or brand awareness. Aligning your objectives with your overall marketing goals will ensure a focused and effective campaign. - Bid Strategy: Start with the "Maximize Conversions" bid strategy and adapt based on the data you gather during the campaign. This approach allows Google's AI to optimize your bids for maximum conversions. - Types of Ads and Creative Strategies Demand Gen campaigns offer a variety of ad formats to capture audience attention and drive engagement. Consider the following ad types and creative strategies: - Video Ads: Create compelling videos up to 15 seconds long, ideal for YouTube placements. Leverage the power of storytelling and visually engaging content to captivate your audience. - Image Carousels: Optimize your ad content for mobile users with image carousels. These visually appealing and easy-to-scroll-through formats can effectively showcase your products or services. - The Rule of 3: Implement the "Rule of 3" to maximize reach and impact. Use multiple aspect ratios and headlines to cater to different audience preferences and capture their attention. - Timing and Market Relevance The launch of Demand Gen comes at a time when advertisers are seeking new ways to reach their target audience in a highly competitive market. As the recession continues, Google's initiative aims to attract a new segment of advertisers and provide them with innovative solutions to drive performance marketing success. Quick Takeaways In summary, Demand Gen campaigns represent Google's strategic move to compete with social media platforms and offer performance marketers a powerful tool for reaching their audience. Key takeaways from this guide include: - Demand Gen leverages AI-driven technology to deliver highly targeted video and image ads across YouTube and other Google platforms. - The transition from Discovery campaigns to Demand Gen showcases Google's commitment to competing with Meta and other advertising platforms. - Demand Gen offers expanded impact, tailored experiences, AI-powered bidding, and the ability to monetize YouTube Shorts. - Launching a successful Demand Gen campaign requires careful planning, beta testing, and the implementation of appropriate campaign settings and creative strategies. As you embark on your Demand Gen journey, remember to monitor and optimize your campaigns based on performance data continuously. With Google's powerful AI technology and a well-crafted strategy, you can unlock the full potential of Demand Gen to drive outstanding results in the performance marketing space. Google made the Demand Gen Implementation Guide, which provides helpful instructions and best practices to successfully set up, launch, and optimize Demand Gen campaigns (you can take it [here](). Google is looking to compete with Meta and TikTok, leveraging the significant success of YouTube Shorts in the past two years. If you're in the direct response, performance, or affiliate space, we strongly recommend you start testing Demand Gen. [Inceptly]( has initiated tests on several accounts and will provide updates on developments. Stay tuned! - This newsletter is brought to you by - Inceptly: the performance video ad team behind $950M+ in direct response revenue Inceptly High-Performance YouTube Advertising Agency Inceptly builds YouTube ad creatives & manages over $5M/month in YouTube ad spend for companies like ClickFunnels, Descript, MindValley, Advanced Bionaturals, Organifi, and many more. [Find out more at Inceptly.com]( Are you spending over $1K/day on ads and looking to scale your business with YouTube ads? Schedule your free performance ad brainstorming call here: [👉 Book a call]( [ig]( [in]( Update your email preferences or unsubscribe [here]( © 2023 Inceptly 2407 Ward Road Sacramento, California 95827, United States