Demand Gen

Implementation Guide

August, 2023

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Let’s talk about Demand Gen

Key Benefits

Demand Gen campaigns help 1. Expanded impact with access to

YouTube & Google’s most

advertisers find and convert immersive, visual touchpoints

2. Tailored ad experiences that use

consumers with immersive, audience-first creative that drives

demand

relevant, and visual creatives 3. AI-powered bidding &

measurement that fuels the funnel

that grab attention and spur and measures the impact

action in the right moment.

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 Tailored ads
powered by Google
AI help advertisers
find and convert
consumers with
dynamic, relevant,
and multi-format
creatives that grab
attention and spur
YouTube YouTube YouTube Discover Gmail
action in the right
Shorts in-stream in-feed moment.

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 01 Launch Guidance

Agenda 02 Construction How-To

03 Other Resources & Support

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Proprietary++Confidential
Confidential
 01 Demand Gen
Launch Guidance

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Beta Testing Guidance

Launch Guidance
Try replicating your audience approach from comparable Social or Video Action campaigns, and try
Audience testing Lookalikes. Running the same audience as your existing campaigns will not affect performance.

Conversion based bidding: set a daily budget equal to 15x your Expected CPA
Budget Value based bidding: set a daily budget equal to 20x (expected average conversion value / tROAS)

Try similar bid levels to your Social or Video Action campaigns, and set your conversion attribution
Bidding window to <28 days.

Creative Leverage existing social video and image creative assets.

We recommend a minimum of 4-6 weeks test duration. Make sure to factor in conversion delays, and
Duration extend the duration if need be to avoid unexpected performance issues.

Evaluation Evaluate performance against your comparable social campaigns. Previous Discovery or Video Action

Benchmark campaigns can be used as a secondary benchmark.

*To avoid a cold start, set a minimum viable daily budget of at least $100 per ad group. Ad groups with more than 50 conversions perform better, so optimize your campaign level budgets to maximize conversions volume.

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 02 Demand Gen
Construction How-To

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Construction How-To: Campaign Set-Up

Choose your
campaign objective
Demand Gen will appear under:
● Sales
● Leads
● Website Traffic
● Create a campaign without a goal’s
guidance

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Construction How-To: Campaign Set-Up

Select Demand Gen

The option to select a Demand Gen campaign

will be in the same Google Ads location you
know and love, alongside the other Google
campaign types you know and love.

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Construction How-To: Campaign Set-Up

Choose your
conversion goal
(if your campaign goal is conversions)

To drive the best performance with Demand

Gen, make sure you are selecting only one
conversion goal per campaign.

Note: if you do not have conversion actions

set up in your account, you will be prompted
to set up a new conversion action. You do not
require conversion tracking set up for
Maximize Clicks bidding.

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Construction How-To: Campaign Set-Up

Enter your desired

campaign settings
If you’re using Demand Gen for the first time
or don’t know where to start, we recommend
selecting:

Location: Country level

Bid Strategy (Conversions): for conversion

campaigns, start with Maximize Conversions
until you reach >50 conversions. Then, if you
know your desired CPA, switch to tCPA.

Bid Strategy (Value): value-based bidding

features will appear in Google Ads for eligible
campaigns/accounts. Your account should:

● Have 100+ Demand Gen campaign

conversions to use Max Conversion Value
● Have 75+ Demand Gen campaign
conversions (10 of which occurred in the
last 7 days) to use tROAS bidding

Bid Strategy (Clicks): for click campaigns,

use Max Clicks bidding.

Note: You should not change the conversion

goal when switching from tCPA to tROAS.
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Construction How-To: Campaign Set-Up

Enter your desired

budget
Once you’ve selected your settings, make sure
you support your campaign with a sufficient
budget based on your bid type selection:

tCPA Bidding: Set a daily budget of at least

15x tCPA
Max Conversions Bidding: Set a daily budget
of at least 15x your expected Average CPA
Max Clicks Bidding: No minimum budget
required
tROAS Bidding: Set a daily budget of at least
20*(Expected Avg. Conversion Value / tROAS)
Max Conversion Value Bidding: Set a daily
budget of at least 15x expected average CPA
Note: To avoid performance volatility, set a
minimum viable daily budget of at least $100
per ad group. Ad groups with >50 conversions
perform better.

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Construction How-To: Ad Group Set-Up

Choose your desired

audiences
You can add a new audience, and/or select
any existing audiences that you have
previously built in Google Ads.

Tip: to maximize performance, we

recommend that you:
● Enable optimized targeting from Day
1 to add scale and efficiency (this can
be de-selected at any time)
● Use at least 1 In-Market Audience in
your campaign
● Test Lookalike Segments
● Include all relevant audiences themes
in one ad group to consolidate model
learning

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Construction How-To: Ad Set-Up

Choose your desired

ad formats
Select your desired ad formats, and follow the
guided flow to supply the necessary assets.
With Demand Gen, you can select from:
● Video ad
● Image ad
● Carousel ad

Tip: to maximize performance, we

recommend that you:
● Create campaigns that use both Image
and Video assets from your existing
Social and Video Action campaigns
● Follow the “Rule of 3” by including:
○ All aspect ratios for images
(portrait, square, landscape)
○ All aspect ratios for videos
(square, landscape, vertical)
○ 3 descriptions & 3 headlines
Tip: for retail users, append your GMC
product feeds to turn your ads into a virtual
storefront

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Construction How-To: Campaign Review

Complete your
review & submission
The Review Campaign page will give you an
overview of all the settings you selected.
Review and submit when you’re ready.

Now, you are ready to launch!

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 Demand Gen
03 Other Resources &
Support

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 Once you’ve mastered the basics,
check out these helpful resources in
the Google Help Center to learn more:

● About Demand Gen Campaigns

● Create a Demand Gen Campaign
● Demand Gen Campaign Asset Quality & Policy Requirements
● Demand Gen Asset Specs & Best Practices
● Create A/B Experiments for Demand Gen Campaigns
● Use a Product Feed to Show Your Products in Demand Gen
Campaigns
● About Ad Strength for Demand Gen Campaigns
● About Demand Gen Campaign Metrics & Reporting
● Use Lookalike Segments to Grow Your Audience

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 Thank you

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