This strategy aims to increase brand awareness, inspire and engage prospects, and build long-term relationships. When existing demand isn't enough to meet revenue goals, demand generation is crucial .
With classic Google Ads campaigns, you can reach potential customers exactly when they are looking for a provider. The idea is to identify potential customers and collect their contact details in order to integrate them into the sales funnel.
This strategy aims to generate short-term leads who are interested in what the company offers and may be ready to make a purchase or request more information. Google has a strong presence in this area and offers a variety of tools and platforms to generate leads and increase sales in the short term.
Demand generation is particularly important for companies and industries that offer complex products or services, have longer sales cycles, or operate in highly competitive markets .
Performance marketing vs. demand generation vs. mass marketing
Demand generation expands the target group to include people who may be interested but are not currently explicitly looking for your offering.
AdsGoogle's AI-powered demand generation campaigns
Demand Gen campaigns, short for Demand Generation, are Google's newest campaign type that aims to generate additional demand and map the purchasing process similar to that in social networks.
They rely on innovative technologies, especially artificial intelligence, to increase conversions, sales and website visitors. These campaigns offer a unique opportunity to reach out to potential customers and guide them through the entire buying process.
The new Demand Gen campaigns in Google Ads have replaced Discovery Ads. In comparison, they offer new possibilities such as additional display points on YouTube. By focusing on reach, inspiration through images and videos, and scaling through expanded target groups and the use of artificial intelligence, Google has opened up new possibilities.
usersThe Key Strategies Behind Demand Gen Campaigns
Demand Gen campaigns are AI-powered campaigns that take time to work . They can appear in various Google services such as Gmail, Discover and YouTube. What's new is that Demand Gen now also includes YouTube Shorts and YouTube In-Stream. According to Google figures, YouTube Shorts alone receive more than 50 billion views every day.
Google also states that people are twice as likely to use YouTube to research products and brands than other video and social media platforms . In addition, Google says users view YouTube ads as more trustworthy, credible and honest than those on platforms like Facebook.
The advantage of demand gen campaigns is that the contribution of each ad interaction is determined based on its conversion data. This attribution is more realistic and meaningful compared to classic attribution methods such as last click.
The successful strategies behind demand gen campaigns focus on three main areas:
Increase your reach : Targeted advertising measures increase the visibility of your company to reach potential customers.
Inspiration through images and videos : Compelling visual content inspires and motivates potential customers to learn more about your company and your products or services.
Scaling through expanded audiences and artificial Albania Phone Number Resource intelligence : By using data and artificial intelligence, campaigns are optimized and effectiveness increased.
optimizationEasy setup
What's particularly practical is that Demand Gen allows for different ad formats such as portrait and landscape format, short videos and carousels using just one campaign with image and video ads. This makes setting up such a campaign much easier.
Success factors for good demand gen campaigns are high-quality assets such as images and videos. Extensive user lists for lookalikes are also helpful.
It is recommended to test demand gen campaigns extensively and to keep an eye on them at all times, despite Google's use of AI, in order to be able to intervene and make adjustments if necessary.
Demand Gen campaigns need to be treated differently than other Google campaigns. They are more like social media campaigns because prospects are not actively searching for the advertised offer . Therefore, it is crucial to create engaging and captivating content that will grab the audience's attention and encourage them to explore the offer further.
