Google has introduced a comprehensive guide for boosting Demand Gen campaigns. Here’s a distilled version to help you leverage this strategy effectively:

1) Creativity: 

• Blend images and videos: Utilize both to weave a compelling narrative.
• Mobile-first approach: Opt for assets that shine across various platforms, especially on mobile.
• Platform-specific content: Tailor your brand’s story with platform-specific creatives, using the ABCD (Audience, Branding, Connection, Direction) framework. Remember, repetition of your call-to-action (CTA) in both voiceover and visuals is crucial.

2) Audience:

• Core audience profile: Combine your data with Google’s insights to pinpoint new prospects.
• Customer match & remarketing: Leverage your existing data to reconnect with past customers and deliver personalized messages.
• Custom segments: Use top converting search terms to refine your audience.
• Optimized targeting (OT): Aim for conversions with OT for enhanced performance.
• Lookalike segments: Upload your customer list to discover similar potential customers through Google’s AI.
  
  

3) Conversion health:

• Sitewide tagging: Enable it for more accurate conversion tracking and to prevent conversion loss.
• Conversion tracking: Implement it for enhanced conversions and cross-account tracking.
• Bidding strategy optimization: Select the right strategy to match your campaign’s goals.

4) Campaign structure:

• Consolidated campaigns: Use a single campaign unless your objectives differ significantly.
• Ad group consolidation: Merge similar audience themes and ensure ad groups are sized for optimal conversion volume.
• Product feeds: Utilize Merchant Center to turn your ads into a virtual storefront, enhancing product discovery and sales.

5) Bidding strategies

• For Conversions: Maximize Conversions or tCPA for specific ROI goals.
• For Multiple Conversions/Value: Maximize Conversion Value or tROAS.
• For Clicks/Traffic: Maximize Clicks, with Maximize Conversions as an alternative for specific traffic types.
  
  

6) Budget setting

Ensure your campaign is well-funded from the start to maintain competitive performance.

Find all the details in the full Google’s guide.