In the world of Google Ads, campaign types like "Search" and "Video" clearly indicate their function in their names, making them immediately understandable from the outset. However, Demand Gen doesn't quite convey its purpose and its placements can be similar to other campaigns, so we've written a summary of Demand Gen campaigns in Google Ads.
Demand Gen ad placements can be found across some of Google's core assets: YouTube, YouTube Shorts, Discover, and Gmail. This campaign style was formerly called Discovery Ads. Demand Gen ads come in three main types: single images (similar to display ads), video ads (like what you create in a Video campaign), and carousel image ads (similar to what you see on Meta).
There are some important differences between Demand Gen and Display campaigns. Display Ads are placed across external websites all over the internet, not just properties belonging to Google. Demand Gen's image ads only cover Google-owned YouTube, Gmail, and Discover assets. If you want your ad placements on Gmail, run a Demand Gen campaign. Run a Display campaign if you are looking for wider reach on websites like news.com.au and afr.com. In most cases, there are benefits in running both styles of campaigns, especially with remarketing audiences.
Video campaigns are specifically tailored to deliver content in video format. Demand Gen campaigns can use text, images, or a combination of both, aiming for a wide reach or specific targeting based on user searches and behaviour. Demand Gen campaigns might focus more on clicks and direct conversions, whereas Video campaigns are optimised based on views, view rate, or interactions.
At ClickedOn, we lean towards image ad Demand Gen campaigns. We like the quality of placements and CPCs, so find ourselves using Demand Gen across the funnel, from article-style top-of-funnel campaigns to remarketing audiences at the bottom of the funnel. The lookalike audiences in Demand Gen are also a big plus. When wanting to run video ads that are more about storytelling, demonstrating products, and building brand affinity, we tend to stick to specific Video campaigns.
AI is changing the way businesses run Demand Gen campaigns by making them smarter and more effective. Powered by Google AI, generative image tools in Demand Gen campaigns can create stunning, high-quality image assets in just a few steps using prompts provided by you. And if you have existing images that perform well, you can generate similar options with the "Generate more like this" feature. This means you can now easily use AI to test different creative elements of your ads to find the best-performing creative that works on your customers.
