Demand gen campaigns

Google has a lot of campaigns on its sleeve, and one of them is Demand Gen; this campaign type was introduced in 2023; it was introduced primarily to amplify the awareness of advertisers by allowing different Google inventory together like YouTube, discover, Gmail and now Google display network is also added for his campaign.

Demand gen campaigns were initially created to capture engagement and awareness across YouTube, including Shorts, Discover, Gmail, and Google video partners.

Over the last few years, Google has continuously looked at the demand gen campaign as something that can become bigger and more should be a part of every advertiser’s media plan. This is becoming a key campaign for capturing initial demand and creating an initial impact on the user’s mind.

It now allows advertisers to have their messages appear across most visually appealing inventory. It also allows you to customise your ads to suit specific inventory. You can have videos for YouTube, image and carousel ads for Discovery Network, and headlines and descriptions on Gmail inventory.

Google’s seriousness about improving the capabilities of this campaign type reflects in all the changes that it has brought to it. It now allows you to tap into the Google display network. You can now specifically choose which placement on YouTube you want to target, such as YouTube Shorts, YouTube infeed, YouTube Home feed, YouTube watch next, or YouTube Search.

The most recent update from Google is that we will not be able to create YouTube video action campaigns anymore. It will be there for a few more months; however, after July 2025, we won’t be able to do it. Existing Video action campaigns will get upgraded to demand gen campaigns. I think one of the primary reasons Google is doing this is to consolidate the number of campaigns and let advertisers have more control over where their ads are appearing.

Just to keep it short, Demand gen campaigns provide engagement opportunities across YouTube inventor. This campaign allows you to target an audience based on their interests, behaviours, and demographics.

Demand gen campaigns are a great medium for achieving brand awareness, engagement, and lead generation. They allow you to use interactive content, eye-catching visuals, and short-term videos.
This campaign type should be used for brand launches and brand lift studies.

Effectiveness of demand gen campaigns

Some interesting insights that can make a strong case for demand gen campaigns.’
This campaign allows you to reach up to three billion monthly active users as they browse through their Google feeds, including Gmail, Discover, and YouTube. YouTube Shorts now average over 50 billion daily views.

Every third consumer reports having purchased something through Google Feeds without initially intending to shop for it. This tells you how effectively this channel creates impact and influences consumers’ ability to act.

Also, 63% of consumers discover new products or brands through Google feeds, and 91% take immediate action.

Demand gen runs across various Google inventories, so the creative specs are slightly complex compared to other channels. Make sure your team develops the creative as specified, or else you will face difficulty uploading it and getting it approved.

Creative Specifications for Demand Gen Campaigns

1. Image Requirements
   • Ratio: Square (1:1) or Landscape (16:9)
   • Resolution: Minimum 1200×1200 pixels (square) or 1200×628 pixels (Landscape)
   • Max File Size: 5MB
   • Formats: JPG, PNG, or GIF (no animation)
   • Best Use: Showcase products/services in high-quality visuals.
2. Video Requirements
   • Ratio: Square (1:1), Portrait (9:16), or Landscape (16:9)
   • Resolution: Minimum 720p
   • Duration: 1530 seconds (shorter videos perform better)
   • Formats: MP4, MOV, or AVI
   • Sound: Optional but recommended for engagement.
3. Text Guidelines
   • Headline: Up to 30 characters
   • Description: Up to 90 characters
   • Call to Action (CTA): Predefined options (e.g., “Shop Now,” “Learn More”)
   • Note: Avoid promotional language (e.g., “Free,” “Discount”) in headlines.
4. Additional Assets
   • Logo: 1200x1200px (transparent background recommended)
   • Carousel Ads: 35 images/videos per carousel, each with unique messaging.
5. Best Practices
   • Visual Consistency: Use cohesive colors/fonts across assets to reinforce branding.
   • Mobile Optimization: Prioritize vertical formats (9:16) for mobile first audiences.
   • Dynamic Content: Leverage Google Merchant Center feeds for personalized product carousels.
   • A/B Testing: Experiment with square vs. landscape formats to optimize CTR.