Sarang Kinjavdekar's -Digital Advertising, Marketing, Creatives, Mobile Marketing , Apps Blog: Navigating the Digital Landscape: A Deep Dive into Google Ads Demand Generation Campaigns in 2024

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?

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)

ADGROUP LEVEL

Give your Adgroup a name , select location and Language (note that this is set up at Ad group level by default, you can however Choose this at campaign level also.

Now comes the very interesting part "Audiences'

Lets dive deep into this and see what targeting criteria are available under Audiences.

Click 'Add audience' and then 'New Audience'

We have many options for Audiences as seen below. Lets first have a look about the different kind of audiences and then we will dive deep into each one of them

As seen above, we have option for both: Audience inclusion as well as exclusion

Now lets go through each audiences one by one:

1. Custom Audience:

2. Your data (your 1st party data)

3. lookalike audiences

To get started, all you need to do is provide your first-party data, typically in the form of a customer or remarketing list. Google Ads will then work its magic by matching this data with its audience groups. In Google Ads, there are three distinct lookalike audience settings available to advertisers:

· Narrow: Aim to reach 2.5% of users in your campaign’s targeted location and language similar to your seed list (your customer data input).

· Balanced: Aim to reach 5% of users in your campaign’s targeted location and language similar to your seed list. This is also Google Ads’ Google default lookalike audience setting.

· Broad: Aim to reach 10% of users in your campaign’s targeted location and language similar to your seed list.

4. Interests and Detailed Demographics:

Expand your reach by Selecting 'Optimized Targeting' (Optional)

Now you have the option to select Adgroup level target. Either you can choose the same as Campaign level target or you can have different targets for different Ad groups: