Demand Gen campaign

Demand Gen reaches people before they search, with visual ads where they browse. It suits products people discover rather than look for, and building interest that later turns into searches.

Because nobody asked for the ad, the controls that matter are different from Search: audiences, frequency, exclusions of people who already bought.

1. Open Campaigns and filter by type: Demand Gen.
2. Open a campaign to see its ad groups, audiences, ads and channel controls.
3. Check the audience exclusions and frequency settings.
4. Read results with view-through and engaged-view conversions in mind.

A sportswear brand runs a Demand Gen campaign with short videos and product images aimed at people interested in running. Searches for its brand rise in the weeks after, which the campaign's own conversions only partly show.

• Judging it on last click conversions only, like a Search campaign.
• Not excluding recent buyers, so the campaign keeps showing them the same offer.
• Using a single image size, which keeps the ads out of some placements.

The audit checks Oppy runs on this, each with its own page.

• A Display or Video campaign with no frequency cap
• Still paying to advertise to people who already bought
• Google widening the audience past the one you chose

• YouTube ads: Video ads shown on YouTube through Video, Demand Gen or Performance Max campaigns.
• Audience signal: A hint you give Performance Max about who is likely to convert: your customer lists, site visitors, interests and custom segments.
• Remarketing: Showing ads to people who visited your site or used your app before.
• Optimized targeting: A setting on audience-based campaigns that lets Google show ads beyond the audiences you chose, to people it predicts will convert.