Updated
Demand Gen is a Google Ads campaign type that replaced Discovery campaigns. It shows image and video ads on YouTube (including Shorts), in Google Discover, in Gmail and across the Google Display Network.
What Demand Gen is for
The goal is to create interest among people who are not actively searching for you yet. These campaigns feel closer to Facebook and Instagram ads: they rely on visuals, audiences and the story of the product rather than keywords.
Who is it for?
- Online shops and brands with appealing products and strong visuals.
- Remarketing and reaching similar audiences.
- Businesses that have already maxed out search demand and want to keep growing.
Demand Gen vs Performance Max
Performance Max shows ads everywhere and makes most decisions itself. Demand Gen gives you more control over audiences, placements and creatives. When you evaluate it, look beyond conversions at branded searches too, because part of the effect only shows up later.
We run Demand Gen campaigns as part of our Google Ads management.
Further reading: How to optimise Performance Max.
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