How to Supercharge Google Demand Gen Campaign Performance

0:00 - Intro
12:10 - What are Google Demand Gen campaigns?
14:00 - Demand Gen vs Discovery campaigns
20:08 - Common pitfalls to avoid with Demand Gen campaigns
23:05 - How to optimize First-Party, Lookalike, and Custom audiences
32:15 - How to choose the right Demand Gen bidding strategy
36:48 - The crossover between Meta campaigns and Demand Gen
41:10 - Ad placements on the Youtube Home Feed
42:51 - Best practices for excluding placements and YouTube channels
46:25 - How to boost CTRs by adding site links to campaigns
47:55 - Average invalid traffic rates for Demand Gen campaigns
51:16 - How to troubleshoot underperforming Demand Gen campaigns
54:40 - Q&A With Thomas

In October 2023, Google rolled out Demand Gen campaigns to all advertisers globally. And since then, paid media experts have been putting them to the test. So now the data is in, what are the proven best practices and strategies to maximize Demand Gen ROAS?

As the replacement for Google’s previous Discovery Ads, Demand Gen campaigns are intended to help advertisers reach shoppers on platforms outside Google Search - including YouTube, Gmail, and Discover feeds. So in theory, they’re perfect for putting products and services in front of people who aren’t already actively searching for them. But as with any new campaign type, there are now some emerging best practices to follow and common pitfalls to avoid. 

To dive deep into all things Demand Gen, we spoke to Thomas Eccel, Senior Performance Marketing Manager and Google Ads Expert. Thomas also recently founded the Top PPC Updates Newsletter, which already has more than 10,000 subscribers. 

Over the past six months, Thomas has carefully documented and shared his own Demand Gen insights and discoveries, making him one of the leading independent experts on the topic. And as a former Performance Marketing Consultant for Cognizant & Google, Thomas profitably managed more than €10M on Google Ads, working with clients like Nike, eBay, BMW, HelloFresh, and more. 

Watch the webinar on demand now to learn:
- What Demand Gen campaigns are
- Key differences between Demand Gen & Discovery campaigns
- How to optimise First-Party, Lookalike, and Custom audience segments
- Best practices for excluding placements and YouTube channels
- Why Demand Gen “clicks” don’t always appear as users in GA4
- How to choose the right Demand Gen bidding strategy
- Common pitfalls to avoid with Demand Gen campaigns
- How to boost CTRs by adding sitelinks to campaigns