Demand Gen line items are ideal for social advertisers who want to serve visually-appealing, multi-format ads on Google’s most impactful surfaces. Demand Gen captures engagement and action across YouTube, including Shorts, Discover, Gmail, and Google video partners.
YouTube is twice as likely to be used for researching products and brands than any other video services and social media platforms, and viewers rated YouTube ads significantly (16%) more trustworthy, credible, and honest than ads on other video and social media platforms.*
- Reach up to 3 billion monthly active users as they scroll through their Google feeds (including Gmail, Discover, and YouTube- with YouTube Shorts now averaging over 50 billion daily views).
- 1 in 3 consumers say that they have purchased something on Google feeds that they were not originally shopping for.
- 63% of consumers discover new products or brands on Google feeds, among those 91% took action immediately.
(*Source 1. Google commissioned Ipsos Consumer Continuous, U.S., CA, U.K., FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR, AR, CO, BE, CL, PE, SE, NL, DK, FI, NO ~n=500-1,000 online consumers 18+ per market. Sep 8-11, 2022)
Benefits
- Expand the impact of your ads: Serve ads on YouTube and Google’s most immersive, visual surfaces (YouTube, Discover, Gmail, and Google video partners) to help put your potential customers into a purchase mindset. Demand Gen lets you reach up to 3 billion active monthly users, and Google AI creates the perfect combination of tailored, high impact visuals, messages, and placements, so you can drive more consumers to press “pay now.” Plus, you can easily preview your top performing video and image creatives across Google and YouTube to ensure they tell the right story.
- Tailored ad experiences: Use audience-first creatives that drive demand. With just a few clicks and the help of Google AI, your most immersive, visual creatives will be served to the most relevant potential customers. Lookalike audiences help you reach new, qualified audiences outside of your existing customer base. This includes people who made a past purchase, visited your website, or watched videos on your YouTube channel. You can tap into audience insights to custom-match the right audience based on your advertising goals. Plus, A/B experimentation will help you fine-tune your creative approach to regularly improve performance.
- AI-powered bidding & measurement: Fuel your marketing funnel and measure the impact. Optimize across the full funnel with Max Clicks bidding to drive consideration goals like site visits. Use measurement tools like brand and search lift that help you determine whether your ad spend is paying off. Powered by insights from these tools and Google AI, your Demand Gen line items allow you to optimize for website traffic, convert high value users, and bid against efficient metrics while using data driven attribution to show the full value of a campaign in the Google ecosystem.
Demand Gen details
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Use to |
Generate demand and deliver business results on Google’s most visual, entertaining surfaces |
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Bidding |
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Audience |
Enable audience customization with the ability to target unique audience segments (like Lookalike audiences). |
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Channels |
Create line items specifically for Google and YouTube’s most visual, entertaining ad surfaces. (YouTube in-stream, YouTube Shorts, YouTube in-feed, Discover, Gmail, and video partners) |
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Creative assets |
Learn more about Demand Gen campaign asset specs and best practices. |
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Measurement and Reporting |
Note: Reporting on Demand Gen line items bought through Display & Video 360 is not MRC accredited.
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Other product differentiators |
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Before you begin
The Demand Gen line item type is only accessible when both Floodlight optimization for YouTube and YouTube auto-tagging are enabled.
Enable Floodlight optimization
Floodlight optimization for YouTube is an advertiser-level setting that applies to all new and existing YouTube & partners and Demand Gen line items within the advertiser.
Enable YouTube auto-tagging
Enable YouTube auto-tagging for your advertiser in Display & Video 360 Partner Settings to improve attribution signals for conversion measurement.
Assets
Gather your creative assets, including headlines, descriptions, images and logos. To drive better performance, select your highest-quality image and video assets, such as brand and inspirational imagery featuring minimal text and effective lighting. You can also repurpose top-performing assets and messaging from existing campaigns on other platforms, like email or social.
Conversion tracking
Set up conversion tracking on your website and make sure that the Google tag is working properly. Optimize for lightweight conversion events (such as "add to basket" or "site visit"). This provides valuable signals to our systems so you can achieve your desired results faster.