Demand Gen Frequently Asked Questions (FAQ)

What is the billing type for Demand Gen?

Demand Gen will use mixed billing including CPM and CPC bidding. The list below includes bidding type per Google surface and ad format:

• YouTube video: CPM
• YouTube image: CPM 
  • Note: By the end of November 2024, all advertisers will see this change.
• Gmail: Teaser click (The first click to expand the ad or, for select formats, navigate directly to the advertiser’s site. You aren’t charged for the secondary click to the website)
• Discover feed image: CPC
• Discover video for MaxClicks: CPM
• Discover video for all other bid strategies: CPC (First Physical clicks) or EV (When someone watches your video for 10 seconds or more and clicks to play the video or clicks a link, that’s considered an engaged view.)

Which bidding strategies are supported for Demand Gen campaigns?

Both conversion and conversion-less bidding strategies are supported. This includes Maximise clicks, Maximise conversions, tROAS, target CPA and value-based bidding.

How should I approach switching a campaign from Max conversion or tCPA Bidding to tROAS? What should be the starting tROAS bid?

If you’re new to Demand Gen or you don’t have a specific tCPA or tROAS goal in mind, we recommend starting your campaigns with Maximise conversions bidding and shifting to tCPA/tROAS bidding after your campaign received at least 50 conversions.

You can take following steps:

1. Look at the last 30 days of ROAS at the campaign level.
2. Set a more relaxed target ROAS, such as 20% lower than the last 30-day ROAS. Setting up bids that are high enough allows the system to bid competitively.
   • Note: Setting a 20% lower ROAS means setting a 20% higher bid.
3. Monitor your campaign performance closely after you switch to tROAS bidding and wait for the learning period to pass.
4. As the campaign learns and becomes more efficient, you can gradually make bid changes of +/-10% based on your results

What are the best practices for Demand Gen campaigns with the Max clicks bidding?

• Audience: Select the most relevant themes for potential customers and customers that are most likely to interact with your ads. You can inspire them to want to learn more about your products or services by using compelling landing pages
  • Use in-market and affinity segments, and life events
  • Custom segments allow you to control how you define your audience segment; use 10–15 search keywords that capture audience interests/purchase intent/conversion intent.
• Budget: There is no minimum budget required for Max clicks bidding
• Landing page:
  • Include compelling content on your landing pages
  • Max clicks campaigns are compatible with your website URL/domains, YouTube video links, third-party product pages and/or livestream link
• Creatives:
  • Use a variety of images, videos and text assets so that Google AI can best learn and drive the best results by optimising your ads.
  • Use both image and video assets in your Max Clicks campaigns.

Should I start my Demand Gen campaign with Max clicks to get a faster ramp-up, and then switch to tCPA or tROAS bidding to achieve my conversion goals?

Your approach should be customer goal centric:

• If your goal is to obtain more clicks: Max clicks bidding is a good option, however, bear in mind that Max clicks is optimised for relevant landing page visits. This works well for consideration or awareness objectives in the initial stages of the user journey.
  • You can also use Max clicks bidding to build remarketing lists and bring more customers and potential customers into the funnel in a separate campaign outside of your 'conversion goal' campaign.
• If your goal is to obtain more conversions: Start with tCPA or Maximise conversions bidding, so that Google AI can learn and optimise using 'conversions data' right from the start.

Do you recommend consolidating multiple ad groups?

Yes. Ad group consolidation can help broaden audience targeting without diluting the relevancy of your ads. By combining similar types of audiences into fewer ad groups, Google AI can gather more data and make better-informed bidding decisions, allowing it to better adapt to changes in user behaviour, market conditions and competitive dynamics. Your campaigns will continue to become more competitive and efficient over time.

How are Lookalike segments and Optimised targeting different?

Lookalike segments help you find new and relevant customers similar to your seed audiences to help you achieve your advertising goals. Optimised targeting uses Google AI to look beyond optional manually selected audiences (signals) in order to improve a campaign’s performance and acquire customers that you may have missed with only manual audiences. Lookalike segments help you drive similarity based audiences and optimised targeting helps you drive performance by showing ads to people who are most likely to convert. They work well together to help you achieve your advertising goals.

Can I reuse my audiences across other Google campaign types?

Yes, but it’s important to note the following: If your audience for Demand Gen includes a lookalike segment, the audience will show up as 'Eligible – Limited' for other campaign types as lookalike segments cannot be used outside of Demand Gen campaigns. The rest of your audience segment will remain intact and can be used across other Google campaign types.

Can I reuse lookalike segments across other Google campaign types?

No you can’t, since lookalike segments are only available for Demand Gen campaigns.

Why can’t I use certain in-market and other segments in my Demand Gen campaigns?

Infinite taxonomy segments are generated for each campaign type based on the unique audience available. Not every segment will be available across all campaign types. Audience manager does not filter out segments according to campaign type availability, so you may see segments that are only usable for Display, show up while creating your Demand Gen campaign.

Am I required to use both video and static assets for my Demand Gen campaigns?

No, you're not required to use both. You have the option to add image, video or both asset types to Demand Gen campaigns, and campaigns using a single format will still serve. Campaigns using only one creative format will auto-serve only to inventory that is eligible to serve that format. For campaigns that include both image and video creatives, the system will optimise the asset mix that works best for their campaign goal.

Can I control impression frequency in Demand Gen campaigns?

No. The system automatically controls impression frequency to show your ad to the right people, at the right time and the right number of times. If you’re interested in reviewing an impression frequency report, you can use the unique reach (which reports at the campaign level) and impressions data.

Why can’t I change the location or language on my Demand Gen campaign?

In Demand Gen, you can only set the location or language at the campaign or ad group level (never both). Edits to location and language can only be made at the level where they were set. Once it’s defined at that level, edits can only be made at that level.

• Note: You can only set the radius for location at the campaign level.

Which extensions are supported by Demand Gen campaigns?

Sitelink extensions are available for Demand Gen campaigns.

How will brand safety be handled in Demand Gen?

You can manage content exclusions using the 'Content Suitability' page at the account level. The core suitability settings (inventory type, content types. and labels) will not be available at the campaign level. Topics and placement exclusions will not be generally available at the campaign or ad group levels. Keyword exclusions are available at the account level under 'Content Suitability' within 'Excluded content keywords'.