Aug '23 in Q&A Clips
Discussing Demand Gen Campaigns
From 8-18-23 Coaching Call
Topic: What we know about Demand Gen Campaigns so far and our thoughts about them.
Discussion:
Let's talk Demand Gen. I'm gonna share my screen and hmm, All right. And I'm going to zoom in. All right. So I am not in the beta for this. I actually none of the agencies I'm currently working with it, Premier partners.
And I'm not a premier partner because I'm in everybody else's mixes. So I'm in this weird state that I've not been in in a while that has me without access to a lot of beta stuff. But I will share everything that I know on this and my thoughts about the usefulness. So a I love full funnel thinking. I love I mean, if you've seen any of this.
Well, I mean, one of the first answers to to a question that I did in this group, was it like walking you through my market journey path strategy framework? And it heavily ties in to the value of what demand gen campaigns are supposed to be addressing? I believe so. Google seems to be shifting with performance metrics and demand gen in this direction of let's make sure that we're not just focusing on search and demand capture.
Let's see how much we can get branding to work in a practical attributable way. So the the biggest. Okay, so let's start with what dimension campaigns are. So demand gen campaigns are supposed to be replacing discovery campaigns. And I believe that they're supposed to be considered like an upgrade. And in theory it totally is. So demand gen or discovery campaigns were image headline description they would place in Gmail, they would place on YouTube, on the home page and on the watch next placements.
And then they would place on the Discover like Google, Discover News, Feed kind of thing. So are you guys familiar with the do the Google Discover feed? Yeah. Okay, cool. I talked to too many iPhone users that are just like, Wait, what? Google has a news feed? So I'm an Android user. I see the news feed all the time.
I discovery ads every day. So it's kind of like display, but in premium placements. And I've seen the the ways that I've seen it work better have been more in line with introducing new ideas to people, capturing people's attention and interest with like novelty in the headline or sparking curiosity and answering that question, introducing something that they didn't know existed, or pushing promotions that had kind of some scarcity and urgency, particularly when I haven't seen a whole lot, honestly, in Gmail.
But that's just like I don't use that part of Gmail much. So it may be really beneficial as a placement. I think YouTube was another place where it was really beneficial for particularly like e-comm pushing promotions or pushing something new. But where I saw most of the ads and actually like got roped in by a few was in the discovered newsfeed.
So the difference with demand gen versus discovery is more versatility in ad type. So you can do so you'll be able to use YouTube in feed and short placements, so you'll be adding video in. So kind of like it's kind of like the asset groups in performance Max without the listing groups. So you'll have video in feed and shorts, you'll have the Discover feed just like with Discovery ads and then Gmail.
So yeah, I'm going to report this. So the big the big difference is, is really the addition of video as as far as formats. And apparently it's going to be a lot like performance, Max, in that you're going to have multiple format ads. So you're you're going to probably want to structure these in a way that calls out attention to one particular offer or that educates people as a first step toward taking action on an offer, like educating them about the problem, educating them about a solution to a problem that they're already aware of, but don't necessarily they're not necessarily solution aware, or if you have like a new solution.
So this is maybe a nice education campaign type that can utilize both YouTube and kind of static image or articles, education pieces or both. So they're saying, you know, YouTube is twice as likely as social or other video services to be used for researching products and brands. So kind of further backing up what I just said about education as being a primary benefit of this campaign type, Google is 16% more trustworthy, credible YouTube ads, 16% more trustworthy, credible and honest than other video social ads.
So that's that's funny to me, but good to know. So, you know, somebody sees an ad on YouTube, they're likely to give it more credibility than an ad on Facebook, which seeing a lot of ads on Facebook these days. I don't get on Facebook much, but I'm getting a little bit more for for business things. And yeah, I can see why.
Honestly. So you know lots of reach all this fun stuff that none of this is is really new or worth covering. Like we know the benefits of it. It is to get in front of people who are not actively searching yet, but who may be actively searching later and to educate them about the problem they have and or the solution that you can provide them, like a kind of market journey, path stuff, knowing a way to get in front of people.
So you know, might be good for for the Toto toilets as long as you have assets that will speak directly to the the needs desires, wants of your target market. So I kind of like this table really. So they've got uses for it says use too, but that's not good language. I think bidding audience channels creative assets. So it says deliver business results on Google's most visual entertaining services.
I think this is not the right way to phrase it. Generate demand. Yes, I think that's the way to phrase it deliver business results. I think that you're going to generate demand here and capture demand on search and shopping. You I may be wrong. You may be able to slap some retargeting audiences in place and like use this to counter objections.
Use this to like push promotions, use this to get in front of people who are already aware and know that they want it and then just like sweeten the deal. So there may be a lot of benefits for delivering business results. I think generating demand is going to be the primary focus. Maybe everybody's going to try to deliver business results with this and then if they don't get conversions, most advertisers are going to be like “Demand Gen sucks.”
“Demand Gen doesn't work.” But that's the direct response poison that has been put in all of our brains and in the brains of our clients, which sucks because clients are like, Hey, if it doesn't work immediately, you suck as a marketer, It's not always how things work in real life. Okay, you can now bid on clicks versus performance, Max only letting you bid for conversions and conversion value clicks will be an additional option.
So for demand gen as a primary focus, you probably want to go clicks versus conversions or conversion value and you make it much cheaper traffic out of that and possibly a higher impression share as Google will not be bidding lower when they don't get conversions of conversion value. So just bear that in mind. Audiences looks like the big difference.
You can, you can audience customization is, you know, pretty standard, but adding lookalike segments is going to be a demand gen exclusive feature. So basically your your similar audiences unless I'm mistaking something so maybe have to have customer match list I don't know exactly what they mean by look like here but my guess would be similar audiences, possibly similar to your customer match list channels like we talked about earlier, YouTube shorts, YouTube and Feed, Discover, Gmail, really good placements, a lot of attention, I think.
I think that this is just so superior to display in every possible way. Display is great for high visibility, but generally the placements are like super subconscious just staying in front of them and building kind of that omnipresence. But it's I don't see in most cases a reason to have display campaigns at like higher than two or three bucks a day.
Because all I care about there is the impressions. Obviously that's not always the experience, but so creative assets like I mentioned earlier, I won't be able to do the images. So landscape 1 to 1 logo portrait and then square. They're not giving us any info on the headline or description character limits. So I'm guessing 30, but they may give us 40 characters on a headline like they did with Discover Ads we may get It doesn't look like long headlines.
So description Final URL, business name, CTA. So we may get a CTA like we do with YouTube ads if you are familiar, or possibly with display ads, video landscape portrait square vertical, you'll definitely want to make sure you have vertical to take advantage of the YouTube shorts ads that are going to be doing as a test carousel ad That's a very new, very Facebook.
So headline description. Finally, URL business names go to 2 to 10 image cards, CTA 2 to 10 image cards, and then you can do landscape or portrait or square also product feeds. So for e-comm, this this may be a really nice way of testing some kind of upper funnel markets or testing different different markets with different placements in a way that is a little bit different than performance back.
So it's kind of like, I don't know, I've seen more of this, but I know a lot of people were talking about Discovery working really well for e-comm. This might be a good way to take that to the level because currently with Discovery ads, I don't believe you can you can use it for product feeds. I haven't tried that case of measurement performance.
This is the thing I'm most excited about. I mean, yes. AB experiments. Great. That's actually pretty standard for a lot of campaign types, insights and reporting metrics for all individual assets of formats. That is nice. That is also kind of in line with display ads, product level reporting for GMC feeds. That's very nice as well. But brand lift, search lift and conversion lift measurement.
So if they see somebody I don't know if is going to be based on view through or based on click through, but if they see somebody, my guess is if they see somebody see this ad or click this ad or one of these ads you're running and then search for your brand or search for one of your keywords and click on one of your other ads or convert through a different ad, you're going to see the lift reported.
The correlated lift, which will save us a lot of time and effort in reporting, because generally the issue has always been like, Well, these don't work, but the goal has been went like discovery or YouTube and things like that correlated lift. So seeing that reported directly could be really nice. They also say social like buying flow is a nice benefit or differentiator, so it will likely be a little bit more focused on kind of like trying to mimic Facebook in some ways.
I'm not 100% sure what they mean by this, but that's kind of where my mind goes, like keep them in the platform, but let them buy. We'll see how that works. Generally, YouTube is rewarding people for staying in platform and rewarding creators, rewarding channels for keeping people on the platform rather than sending them away with a link. So you may end up spending a lot more if you drive them away with a link versus letting them convert in the platform.
You may also get a lot more spam through in platform conversions, likely form submissions, they form extensions and that sort of thing. But we will see how that works. And then, you know, probably feed formats on all visual surfaces. That's pretty cool. Any who that's that's my thoughts on that it's it's after the top of the hour so I don't want to take up more of your time unless you have questions about any of the stuff I covered and my thoughts on it.
Or if you want to share your thoughts.
I also think this will be basically open to the other. All advertisers just announced.
They're planning on rolling it out in October. They're saying it should be available for all advertisers in October. Happy birthday to me. So that's yeah, that's what they say. Some will get it earlier, some will get it later. Typical Google fashion. If you are part of a premier ad agency, premier partner agency, then you may be able to get access to the beta program if your rep doesn't suck like Lyndon’s. True. Lyndon,
I hope you get it. Yeah. If you do, let me let me go. A little sneak peek. It would be all right when I will. I will make it worth your while somehow. Yeah. So I'm excited for it. I think it'll be cool. I have heard people saying that their Google reps are telling them not to use it right away.
Again, you know, kind of typical for Google products. Like give it a little bit of time, let the kinks get worked out. But it it could be... The theory is really cool. Kind of like the theory for performance. Max was really cool and the execution has kind of been like hit and miss. So I think that's probably the call unless, I mean, I'm having to spend more time on the call.
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Discussing Demand Gen Campaigns
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