Google is launching a new product geared towards the performance marketing space. Demand Gen campaigns are now officially live. Inceptly’s performance ad team stays behind $950M+ in direct response revenue and has already started launching them. If you’re in that field, this is something you can’t afford to miss.
Here’s what you’ll find out:
- What’s cooking at Google?👨🏻🍳
- Demand Gen 101: What, Where, and Why
- How to launch your own campaign
- and more…
Let’s dive in…
What's cooking at Google?👨🏻🍳
Why launch Demand Gen? The answer is that to compete with social platforms like Facebook and Instagram, Google is using 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.
What's being replaced?
Demand Gen is set to replace Google’s older Discovery campaigns. This represents one of Google’s boldest moves yet against competitors like Meta.
Demand Gen 101: What, Where, and Why
What are they?
AI-driven, highly targeted video and image ads perfect for YouTube and other Google platforms.
Where will these ads show up?
- YouTube in-feed
- YouTube Discover
- Gmail in-stream
- YouTube Shorts
Key Benefits:
- Expanded Impact: Available on YouTube & other major Google platforms.
- Tailored Experiences: Customizable, audience-first creative.
- AI-Powered Bidding: Offers granular control for optimal results.
- Shorts: Mainly aimed at monetizing Shorts inventory.
How to launch your own campaign
Beta Testing Tips
- Audience Testing: Google has finally introduced lookalike audiences, which have been Meta’s standard for the past five years. Google suggests a 15x bid-budget ratio.
- Benchmarking: Assess performance against your existing social campaigns.
Campaign Settings
- Objective Choices: Sales, Leads, Website Traffic, etc.
- Bid Strategy: Start with “Maximize Conversions” and adapt based on data.
Types of Ads
- Video Ads: Up to 15 seconds, perfect for YouTube.
- Image Carousels: Mobile-optimized and easy to scroll through.
Strategy Tips
- Use a mix of image and video assets.
- Implement the “Rule of 3” for maximum reach and impact: use multiple aspect ratios and headlines.
Timing is Crucial
Amid the ongoing recession, Google is taking steps to meet the demands of the performance marketing community. The company aims to launch a product that will attract a new segment of advertisers to its platforms.
You can download Demand Gen Implementation Guide here.
Quick takeaways
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!
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