In 2023, Google introduced a new tool for advertisers-Demand Gen, which helps companies effectively drive demand among their target audience, even if they are not yet familiar with the brand.
Unlike traditional effective marketing tools that target consumers with existing intentions, Demand Gen helps reach a cold audience using the capabilities of artificial intelligence. Ultimately, this makes ads more relevant and engaging, reaching millions of users on platforms like YouTube, Gmail, and Google Discover (Google’s personalized news feed).
Demand Gen enables brands to make the most of visual advertising formats by delivering them when users are most engaged. For example,Samsung’s test campaigns in Germany using Demand Gen showed a 400% increase in CTR and a 70% reduction in CPC compared to other channels.
According to the study, many consumers do not make a purchase if they are not sure of their choice. Demand Gen helps brands bridge this “trust gap” by displaying relevant messages on Google and YouTube platforms. This helps build trust and increase sales.
The tool analyzes user behavior and predicts which visual creations are best displayed and when. This allows you to improve user interaction at all stages of the sales funnel-from awareness to conversion.
The use of artificial intelligence allows Demand Gen to automatically configure ads for various audience segments, optimizing them based on user behavior. This makes your campaigns more effective and reduces the cost of attracting customers.
Demand Gen seamlessly integrates with other tools such as Performance Max and video campaigns, allowing you to create comprehensive advertising strategies that cover the entire customer journey from awareness to purchase.
Demand Gen provides tools for testing different creatives and audiences, as well as in-depth analysis to understand the effectiveness of each campaign. This helps marketers make better informed decisions and improve the results of their advertising campaigns.
This tool is integrated into the Google ecosystem and includes several key platforms on which users spend a significant amount of time.
YouTube
Video advertising on YouTube, including in the YouTube Shorts format, is one of the main channels through which Demand Gen reaches its target audience. This tool allows you to display ads in various formats, such as In-Stream, In-Feed, and Shorts, which ensures maximum interaction and reach.
G-mail
Advertising in Gmail allows you to reach users directly in their email client, making them more personalized and relevant.
Discovery in Google
This channel allows you to display visual ads in Discover news that Google users see on their mobile devices. This is the perfect platform to attract attention to a new product or brand.
Demand Gen supports multiple advertising formats, providing flexibility and adaptability to specific business goals.:
Video ads: Used to create visually appealing content that can contain both long videos and short clips on YouTube Shorts.
Animated Images: These ads are automatically created based on uploaded images and products to your advertising account, which helps increase audience engagement, especially in mobile formats.
We recommend that you launch the tool with a minimum budget of 8,000 zlotys. At the same time, it is important to train the system before starting a campaign, such as running pMax campaigns for a month. An alternative to training can be your retargeting database.
We will be happy to tell you more about the tool and its use in promoting your business during a personal consultation. Contact us: the initial marketing session with our strategist will be free of charge.
