Byte-Sized Rebellion: Unleashing the New Age of Advertising

• Agencies are embracing the power of curation and data execution. Leveraging internal talent and relationships, agencies strategically curate sources for content acquisition. This shift redistributes value in the ecosystem and streamlines the media-buying process.
• A more intentional buying path empowers mutually beneficial relationships between agencies, media owners, and marketers.

• Environmental concerns drive change within the advertising industry. Brands are navigating toward net-zero media consumption.
• Recognizing the impact of digital transformation, social media, and global trends, brands can adapt their strategies to meet evolving consumer needs.

With over 3 billion monthly users on these Google-owned placements, Demand Gen campaigns tap into a powerful space for influencing potential new customers before they even begin active searches, adding in new placements including the extremely popular, YouTube Shorts.

Introduced to help businesses reach consumers beyond the traditional text-heavy search engine results page. These campaigns aim to engage potential customers who might be less familiar with a brand or solution, typically falling in the “mid-funnel” stage compared to Search campaigns.

• Placement: Demand Gen campaigns serve ads across Google Discovery Feed, Gmail, and YouTube (including the YouTube feed, In-Stream, and Shorts) within the same campaign.
• Visual Appeal: These campaigns use visually impressive ads that swipe, look, and act like common social ad formats.

Discovery Ads were designed to create demand from audiences using visually appealing ad creatives on platforms like YouTube, Google, and Gmail.

Offering expanded reach on YouTube compared to Discovery Ads.

Both Discovery Ads and Demand Gen campaigns reach new audiences across Gmail, YouTube, and the Google Discovery Feed.

They both serve visually engaging ads that resemble common social ad formats.

This is extremely valuable when designing a full-funnel below-the-line (BTL) strategy where you can cross-pollinate Meta and Google channels with high value assets.

Demand Gen campaigns provide a greater range of ad placements, making them a natural expansion for social marketers who use similar visual creative and audience targeting settings across platforms like Facebook and TikTok.

Early comparisons suggest that Demand Gen campaigns may outperform Discovery Ads in terms of key performance indicators (KPIs) such as Return on Ad Spend (ROAS), Cost Per Acquisition (CPA), Conversion Rate (CVR), and Click-Through Rate (CTR).

While Discovery Ads paved the way, Demand Gen campaigns are poised to take center stage, offering enhanced features and broader reach across Google’s visual and entertaining properties. 🚀📈

To gauge the effectiveness of your Google Ads Demand Gen Campaign, consider tracking the following key metrics:

• Website Traffic: Monitor the volume of visitors to your website. An increase in traffic indicates successful campaign reach and engagement.
• Leads Generated: Measure the number of leads (such as form submissions, sign-ups, or inquiries) attributed to your campaign. High-quality leads demonstrate campaign effectiveness.

• Sales Conversions: Evaluate how many leads converted into actual sales or transactions. A positive impact on sales indicates campaign success.
• Phone call conversions: Maybe your company seeks direct connection as a conversion or has a long-lead time conversion funnel, switching on and measuring phonecall conversions form ads is a win.
• Brand Awareness and Consideration: Assess whether your campaign has improved brand visibility and consideration among your target audience. Metrics like brand searches, social media mentions, and engagement can provide insights.