Hey there, fellow marketers! Today, I'm excited to dive into the world of Google Ads and explore how we can leverage it for demand generation campaigns in 2024. As we all know, the digital landscape is constantly evolving, and staying ahead of the curve is crucial for success. So, buckle up as we embark on this journey together!
To kick things off, let's discuss what exactly demand generation campaigns entail. In essence, these campaigns are designed to create awareness and interest in your products or services among your target audience. Unlike direct response campaigns, which focus on immediate conversions, demand generation campaigns aim to nurture leads and guide them through the sales funnel.
Now, why Google Ads, you may ask? Well, Google remains the undisputed king of online advertising, with billions of searches conducted every day. By tapping into Google Ads, we can reach potential customers at the exact moment they're searching for products or services like ours. Plus, with advanced targeting options and robust analytics, we can ensure that our campaigns are highly relevant and effective.
Which inventory is available for Demand Gen ads?
OR
Where will your Ads appear in Demand Gen Campaigns?
So, how do we go about setting up a successful demand generation campaign on Google Ads?
Lets first dive in and see how to set this up. After this is done, we will dive deep into more advanced stuff, Dos and Don'ts and advanced optimization techniques.
Click 'New Campaign' and then select 'Create a campaign with a goal's guidance'
Then select 'Demand Gen campaign and click 'Continue'
Now select the conversion goal, this is a very important step. Makee sure you select the right conversion goal , remember that Demand Gen campaigns are not designed for Lower funnel or performance based goals. The whole purpose of Demand Gen campaigns is to generate demand , create awareness and fill the top of the funnel.
In this step, make sure to choose the right conversion goal and remove any unnecessary goal by clickin on the 3 vertical dots and then selecting the Delete button.
Click continue
Give you campaign a name and select the conversion goal as seen below:
CAMPAIGN LEVEL
You will be asked to confirm your conversion goal again, cross check and select the appropriate one and delete any other goals.
You will be given an option to set a Target CPA. Many a times it happens that you have no idea how much to put , don't worry, just put any numbers and if the Target CPA is too low, you will be given a recommended amount as seen below. you can then either use the same amount or a higher one
Select your budget and flight dates
Select additional targeting criteria as seen below (this is optional step)
