Demand Generation New Campaign Type

Demand Gen
Amplify your brand

and drive demand
Proprietary + Confidential
Grow demand
to drive sales
today and tomorrow Opportunity
to Grow
Generating demand ensures
you don’t hit a “sales ceiling.”
Influence consumers in the
mid-funnel to create consistent
future demand and drive sales
growth.
Time
Demand Sales without Added Investment Demand You Create
Source: Rethinking brand for the rise of digital commerce, WARC, 2021
Social and digital usage

is changing:
50%
Growing competition for attention
Audience fragmentation across more platforms
Emergence of short-form video

of consumers watched
an online video before
making a purchase in Q4 ‘22
compared to 34% in 2019
Source: Google, Messy Middle and Economic Uncertainty Consumer Study, 2023.
Consumers are considering

purchases more than ever Awareness
1 out
of 3 48% 3X
consumers of customers Increase in likelihood
are spending more are happy to of purchase for
time making switch providers brands in a
decisions and for a better deal 2 consumer’s initial
considering consideration set 3
more brands 1
Conversion
Sources: (1) Google Ipsos Consumer Continuous. (2) Google, Material Research Study, n=2,000,
Nov. 2022. (3) McKinsey & Company
INTRODUCING
Demand Gen
campaigns
Find and convert consumers with immersive, relevant,
and visual creatives that grab attention and drive

conversions in the right moment
YouTube Shorts YouTube in-stream YouTube Feeds Discover Gmail

Demand Gen combines Google & YouTube touchpoints
to grab attention and spur action
Expanded Tailored AI-Powered Bidding

Impact Ad-Experiences & Measurement
Access to YouTube & Google’s most Audience-first creatives Future-proof tools to measure
immersive, personalized touchpoints that drive demand the full value of campaigns
● Multi-format on YouTube including ● New! Lookalike audiences ● Conversion, Value-based, Max

Shorts, Discover and Gmail ● Creative A/B Experiments Clicks bidding
● Reach 3B+ users ● New campaign setup ● Search Lift, Brand Lift, Conversion Lift
● 50B+ global daily views on Shorts ● Product feeds ● Data-Driven Attribution
● Video & image ads in one campaign
Expanded Impact
YouTube’s audience is the

largest and most engaged
of users 18 - 24 watch video on YouTube,

vs. 66% on Instagram and 63% on TikTok
Users spend 46 min/day with YouTube,
vs. 37.1 min/day with TikTok
Source: eMarketer, “US Social Video Usage 2022 - From TikTok to Reels to Livestreaming,
Video is Driving Major Changes in Consumption Patterns”
Expanded Impact
Access the YouTube you know

but Short
YouTube Shorts has surpassed
daily views globally (1.6x vs. 2022)
Source: YouTube Internal Data, Global, April 2022 & February 2023
Expanded Impact
YouTube In-Feed in-feed in-stream
& In-Stream
of respondents say when

shopping/browsing on YouTube
they feel like they get the highest
quality information about products
Source: Google/Talk Shoppe, Feb 2022

Expanded Impact
Discover
of consumers discover new

products or brands on Google
feeds
Source: Google/Ipsos, Consumer Feed Behavior Research, August 2022

Expanded Impact
Gmail
of consumers who discover new

products or brands on Google
feeds took an action immediately
Google/Ipsos, Consumer Feed Behavior Research, August 2022, Online survey, US consumers aged 18+
who browse Google feeds (Google feeds defined as: Google, Chrome, YouTube and Gmail) at least once
a month and discovered new products or brands on Google feeds. Base: Consumers n=1,263
Euro Tailored Ad Experiences

Cup
Scores
Yoga Meditation
for new guides
moms
Drive audience &
creative
customization Local
Cooking
with Demand Gen Coffee
Shops
tutorials
Google and YouTube audience solutions powered by

interest and intent to meet your goals.
Our users express interest and intent, powering
our audience solutions to meet your goals.
Tailored Ad Experiences
Find more high value audiences with Lookalike segments

Prove impact across the entire customer journey
AI-Powered Bidding & Measurement

to drive consistent demand
Data Driven Brand Lift Conversion Lift

Attribution & Search Lift* based on users
Understand your Measure how your ads Prove out the true
campaign value in the drive consideration impact & incrementality
Google ecosystem
*Brand Lift and Search Lift only available for YouTube inventory in beta.
Advertisers are saying Demand Gen…
Alpha Customer Feedback
Compares to social Captures untapped audiences
"We’re excited to be among the first Demand Gen "Modern advertisers are confronted with the
advertisers and have found the campaign set up ever-expanding landscape of consumer attention and
to be seamless, efficient and effective as it as a leader in the social space for over a decade, we
opens up more inventory. Demand Gen has given recognize the importance of meeting customers where
us an entirely new perspective on Google they are and they are scattered across numerous
campaigns as we're now looking beyond platforms. We believe that Demand Gen presents an
performance from format to format and exceptional chance for our clients to allocate their
instead comparing it to all social players." advertising budget across a broader spectrum,
-Anselme Langle, Consultant Social
capturing the attention of previously untapped
Média & Display at Arcane audiences and bringing new customers into their
sphere of influence”.
-Jeremy Frick, Chief Technology Officer, Brand
Networks, an Augeo Company
It’s easy to get started with Demand Gen campaigns
Beta Details
Let us know if you’d like to participate! We will be in touch to organize the following next steps:
1 2 3
Pre-beta brand Bring the best Be launch-ready
questionnaire to creative together by mid July
tell us more about across image + video, 2023!
your goals using multiple aspect
ratios
Thank you
Expanded
Impact
Access to YouTube & Google’s
most immersive, visual touchpoints
Expanded Impact
of consumers say More likely to use

browsing on YouTube YouTube for researching
helps them make products/brands vs.
purchase decisions other video and social
faster. media platforms
Sources: Google/TalkShoppe, Social Commerce and Video Shopping Study, n= 2000 video viewers 18-64 (US), fielded from 7/25/22-8/3/22. Competitive set includes video (linear TV and
ad supported streaming services) and social media platforms (Instagram, Facebook, TikTok).
Expanded Impact
No other platform has a stronger combination of user reach and engagement
YouTube: SWEET
Broadest reach SPOT
& deep user

engagement
Source: App Annie (June 2023)

Proprietary + Confidential Proprietary + Confidential
Expanded Impact
YouTube:
#1 Most Innovative
Social Platform of 2023
“Short-form video has proliferated across
social media, but only YouTube has meaningfully
responded to the challenge… making it its own.”
Source: Fast Company, “The Most Innovative Companies in Social Media of 2023”
Consumers are in the right mentality on Google Feeds:
Expanded Impact
91% of users taken an action
What updates users look for while Google Social
scrolling... (Net: Discover, YouTube, Gmail)
Content from friends & family 45% 81%
Content about products, brands, and

59% 34%
services they are researching
News, entertainment, and current events 71% 53%
Content related to their hobbies and interests 65% 49%
lower than Social at

Source: 1) Google/Ipsos, Google Feed Consumer Insights, April 2022, Online survey, US. Americans 18+ who use at least one Google Significantly higher
feed (feeds defined as Google app, Chrome app, YouTube, Gmail) on a mobile device monthly or more often.
95% confidence
Tailored Ad
Experiences
Audience-first creatives
that drive demand
Craft stronger ads with new ad creation flow & previews

Recreate the persona you’re using on social platforms
with Google
Awareness
Amplify your
Google manual audiences
Audiences with
Demographics Lookalike Google’s AI

Segments Segments Consideration Optimized
Interest-Based Your Audiences Targeting
Our powerful new
Segments
solution (exclusive to
In-Market Segments Customer lists/CRM
Demand Gen!) that
Intent-Based Segments Website data
allows you to use a
YouTube followers variety of seed lists to
App users fuel your segment Conversion
Optimize your creative with A/B
experiments to tailor the right ad
to the right customer
Fast: Get results that you can take action on

immediately
Reliable Methodology: Run accurate tests with

VS
a representative audience and scaled sample size
Test in real ad environment: Frictionless experience

to test your hypotheses in a real ad environment
Optimizing
Performance
Fuel the funnel and measure
the full value of campaigns
Optimize for your unique goals with bidding

powered by Google AI
Conversion-Based
Maximize Clicks Bidding Value-Based Bidding
Bidding
Get as many high value users as Bid against conversions that Bid against conversions that
possible to your website, within represent more efficient cost represent higher conversion
your budget. per conversions or total values to your business.
conversions to your business.
● Optimize for website traffic ● Target ROAS
● Compatible with Image ads and ● Target CPA
video ads ● Maximize Conversions
● No conversion tracking required
Measure value beyond the conversion with Brand

Lift & Search Lift
Measuring beyond the conversion allows you to analyze consideration metrics, helping to understand your customers’ perceptions,
search impact, and more!
Brand Lift Search Lift
Understand the effectiveness Analyze the increased

of your ad, using data from likelihood a user has to search
surveys to measure whether for a brand/product on
you drove an increase in Google.com and YouTube.com
Awareness, Consideration, for your campaign in order to
Purchase Intent, and more, of drive advertisers to optimize
your brand or product. and understand the
consideration of their brand.
Prove impact through incrementality testing
Understand whether an ad compelled customers to take an action and thus, prove the causal impact of Demand Gen through Google’s
incrementality solutions.
Conversion Lift Based on Users

Test Control
Incrementality helps to understand how many more Those who

Those who
would have
saw your ad
conversions occurred via showing ads on a particular Your ad
seen your ad
Other ad
campaign type that they wouldn’t have gotten otherwise.
Measure the change in consumer behavior directly caused

by exposure of an ad by randomly withholding ads from
users in a control group to measure lift driven by ads in the
Didn’t convert Converted because of Converted regardless of
treatment group.
this ad this ad
Assign the right credit across your campaigns
Attribution helps you navigate and measure which interactions played a role in driving value and facilitates the assignment of credit to
the campaigns that contributed. This allows bidding to prioritize the most impactful strategies.
Data Driven Attribution
Data Driven Attribution creates an attribution model

unique to your business that values all Google clicks and
engaged views on the conversion path based on the
contributions made in driving the conversion.
This form of measurement is important to accurately

account for actions that were taken beyond last click that
helped contribute to the end conversion.
Demand Gen
Shopping
Shoppable Demand Gen
PLATFORMS TO RESEARCH
A PRODUCT & MAKE A DECISION
People turn to
YouTube when 41%
shopping every day 23% 22%

17%
13%
8%
YouTube is the #1 platform used

to research a product/brand or
make a decision about a purchase.
Source Google/TalkShoppe, Social Commerce and Video Shopping Study, n= 2000 video viewers 18-64 (US), fielded from 7/25/22-8/3/22. Competitive set includes video (linear TV and ad supported streaming
services) and social media platforms (Instagram, Facebook, TikTok).
YouTube Creators are

SHOP WITH ME HOW-TO TUTORIALS
trusted influencers who

drive shopping intent
Almost a third of Americans say they
purchase items based on influencer UNBOXING PRODUCT DROPS
recommendations at least 1x a week.
of viewers say YouTube creators

87% give advice they can trust.
Source (1): Densu Social Commerce Study, 2022

Source (2): Google/Talk Shoppe, Video Research Study, US, 2022, n=2000 video watchers, July-August 2022
Brands and retailers

can enjoy a “halo
effect” on YouTube
People trusted a brand much more when they
saw it on a platform they trusted.
And they’re also shopping on our personalized Shoppable Demand Gen
feed experiences
of consumers have consumers say they have

discovered new purchased something
products or brands on Google feeds they
on a feed. were not originally
shopping for.
Google/Ipsos, Consumer Feed Behavior Research, August 2022, Online survey, US consumers aged 18+ who browse feeds (feeds defined as: Google, Chrome, YouTube, Gmail, Facebook, Instagram, TikTok,
Twitter, and Pinterest) monthly or more often. Base: Consumers n=2,000
Demand Gen Shopping: Shoppable video & image

ads together in one solution
YouTube Shorts YouTube in-stream YouTube Feeds Discover Gmail

Best
Practices
Design wip
Beta Best Practices Overview
Conversion Health Campaign Structure Bidding Strategy
● Conversion Setup ● Learning Period ● tROAS and tCPA

● Appify & Deep Linking
Ad Group Consolidation Max Conversions
What Are Demand Gen
● ●
● Sitewide Tagging
● Enhanced Conversions ● Dynamic Product Ads (DPA) ● Max Clicks
Beta best practices? ● Data Driven Attribution (DDA) ● Bid Strategy Report
Beta Best Practices are our recommended

strategies for ensuring your campaigns Budget Setting Creatives Audiences
are set up for success. These best Image Creatives
● Total Budgets ● ● Optimized Targeting
practices span across conversion health, ● tCPA
● Video Creatives
● Customer Match/1P
● Image + Video
campaign structure, bidding, budget ● Max Conversions ● Creative Variants ● In-Market
setting, creatives, and audiences. ● tROAS ● Text and Captions ● Lookalikes
● Experiments
● X-Campaign Audiences
● Policy
Beta Best Practices: Conversion Health
Use Google Ads conversion tracking tags across your entire site
1 Conversion Setup
Include the Conversion Tracking event on the final conversion page
2 Appify & Deep Linking Include Firebase app conversions in ‘account level goals’
3 Sitewide Tagging Set up the Global Site Tag and use it on every page of your site
4 Max Clicks Setup If you’re looking to drive site visits, use Max Clicks which does not require conversion tracking setup
5 Enhanced Conversions Get the most accurate, privacy-safe reporting with Enhanced Conversions
6 DDA Use Data Driven Attribution (DDA) for GACT and GA conversion actions
Beta Best Practices: Campaign Structure
Avoid making changes to campaign construction for 2 weeks after launch

1 Learning Period
Wait for at least 50 conversions at the ad group level before making any changes to campaign
construction
When modifying your campaign tCPA, limit bid changes within +/- 20% at a time
Include all relevant audience themes in the same ad group – our model learns at the ad group level, so
2 Ad Group Consolidation
consolidating audiences at this level (vs. breaking out new campaigns/ad groups for each audience)
improves performance
Use the Asset Report to identify top and bottom performing assets, and use the Ad Strength metric in
that report to ensure your ads meet best practices.
3 Dynamic Product Ads If your client has a GMC feed, use Dynamic Product Ads
If your client does not have a GMC feed, implement sitelinks
DG Beta-BPs: Bidding Strategy
If you have run Demand Gen or Discovery campaigns before and know your tCPA or tROAS goal, start
1 tROAS and tCPA
with tCPA or tROAS bidding right away
Use the new in-UI tCPA Scaling Simulator to interact with % based bid increments with traffic estimates
If you are new to Demand Gen or Discovery campaigns, or you don’t have a specific tCPA goal in mind,
2 Max Conversions
you should start your campaigns with Max Conversions bidding and shift to tCPA bidding after 50
conversions
Or, if your primary goal is to drive as many conversions as possible, start with Max Conversions bidding
Max Clicks helps drive relevant traffic to your website and requires no conversion tracking setup. It will
3 Max Clicks
automatically adjust your bids to help you get as many clicks as possible within your budget. No
minimum budget is required.
Use the Bid Strategy Report to see tailored metrics to show you what’s most relevant to each type of bid
4 Bid Strategy Report
strategy, as well as other important data like your bid strategy status, average target, conversion delay,
and top signals
Beta Best Practices: Budget Setting
Recommended minimum budget is $100-500 per day, per ad group

1 Total Budgets
Ad groups with >50 conversions perform better
If a campaign is limited by budget, use Performance Planner to optimize budgets
2 tCPA Set a daily budget that is at least 15x tCPA
Set a daily budget of at least 15x expected average CPA, or minimum $100 per day, per ad group
3 Max Conversions
(whichever is greater)
Use the in-UI budget simulator for Max Conversions campaigns to interact with simulations at
various budgets with traffic estimates
Use previous 30-day ROAS and adjust after 50 conversions

4 tROAS
Set a minimum budget that = 20 x (avg. order value / tROAS)
Beta Best Practices: Creatives
1 Image Creatives Tell your brand’s story with quality, compelling images
Use ABCD creative guidance

2 Video Creatives
Repeat the CTA and ensure it’s echoed in the voiceover and overlaid graphics
Prioritize and use assets that perform across inventory
3 Image + Video
Think mobile-first when selecting assets
Maximize reach by following the “Rule of 3” and including:

4 Creative Variants
All aspect ratios for image (portrait, square, landscape)
All aspect ratios for video (square, landscape, vertical)
3 descriptions and 3 headlines
5 Text and Captions Use <100 characters in your ad and have text overlay occupy <20% of images
6 Experiments Use A/B experiments to test different creatives & how they resonate with target audiences
7 Policy Follow our creative guidelines for Image & Text, and for Video
Beta Best Practices: Audiences
1 Optimized Targeting Turn on Optimized Targeting from Day 1 to add scale and efficiency
Use your online and offline data to reach and re-engage with your existing customers, and audiences who
2 Customer Match/1P have engaged with your company already
Upload Customer Match lists using match rate and match keys
Keep data fresh by updating frequently to maximize reach
3 In-Market Ensure at least one campaign in the account is targeting in-market audiences
We encourage all accounts to use/test Lookalike Audiences, but have not collected enough data yet to
4 Lookalikes assign a firm best practice
Re-use top performing audiences across campaigns, and focus on audiences that are more likely to
5 X-Campaign Audiences convert based on past performance
Appendix
Roadmap at a Glance
All timelines & features subject to change
Demand Gen Features

(Available by Q3 beta)
● YouTube ● Discover
Expanding Impact ○ Shorts ● Gmail
○ In-Stream ○ Social tab
○ Home, Search & Watch Next feeds ○ Promotions tab
● Video and image ads in one campaign ● Creative asset reporting

Tailored Ad Experiences ● Product feeds ● A/B Experiments
● All Google audiences (+ New Lookalike Audience) ● Redesigned ad creation flow + previews
● Bidding to conversions, conversion value, CPA, ● Brand Lift and Search Lift (only available
Optimizing Performance ROAS, or clicks on YT inventory at this time)
● Data driven attribution & conversion path reports ● Ad-group budget caps* (coming later)
● Unique Reach ● 3P API solutions* (coming later)
● Conversion Lift* (available on all surfaces for image + video, ● Performance & Reach Planner* (coming
internal-only access until Q4 GA) later)
* Features not available until Q4 GA
The purpose of this presentation is to provide better visibility into our current product plans and timelines, and contains forward-looking statements. While we always strive to meet the timelines
you will see, this is not an official commitment, rather our current best estimate and subject to change.
Video ads in Discover
Expanded Impact
Extend social strategy
Demand Gen campaigns

Tailor your top performing creatives to unique lookalike
audience segments and preview them in Google Ads
● Social-buying flow
● Creative A/B experimentation
Grow performance ● Look-alike audiences
across channels
AI-powered Search and Performance

Build consideration
Max Campaigns
Demand Gen campaigns Video view campaigns

Fuel the funnel by driving site traffic Optimize for views on all
& actions with qualified audiences to YouTube placements/formats
increase likelihood they’ll convert - ● Optimize for views
and measure the impact ● In-stream, in-feed, shorts
● Max-clicks bidding
● Brand Lift / Search lift / Conversion lift
● Data driven attribution
Consumer Shoppable Demand Gen
Discovering
brands on YouTube
of shoppers who use YouTube
85% in their purchase journey have
made or plan to make a repeat
purchase from the brand.
Source: Google/Talk Shoppe, Social Commerce and Video Shopping Study, n= 2000 video viewers 18-64 (U.S.), fielded
from 7/25/22-8/3/22. Competitive set includes video (linear TV and ad-supported streaming services) and social
media platforms (Instagram, Facebook, TikTok).

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Demand Gen

Amplify your brand

Demand Sales without Added Investment Demand You Create

Social and digital usage

Audience fragmentation across more platforms

Emergence of short-form video

Consumers are considering

and visual creatives that grab attention and drive

YouTube Shorts YouTube in-stream YouTube Feeds Discover Gmail

to grab attention and spur action

Expanded Tailored AI-Powered Bidding

● Multi-format on YouTube including ● New! Lookalike audiences ● Conversion, Value-based, Max

YouTube’s audience is the

of users 18 - 24 watch video on YouTube,

Access the YouTube you know

YouTube Shorts has surpassed

daily views globally (1.6x vs. 2022)

YouTube In-Feed in-feed in-stream

of respondents say when

Source: Google/Talk Shoppe, Feb 2022

of consumers discover new

Source: Google/Ipsos, Consumer Feed Behavior Research, August 2022

of consumers who discover new

Euro Tailored Ad Experiences

Google and YouTube audience solutions powered by

Find more high value audiences with Lookalike segments

AI-Powered Bidding & Measurement

Data Driven Brand Lift Conversion Lift

Alpha Customer Feedback

Compares to social Captures untapped audiences

of consumers say More likely to use

No other platform has a stronger combination of user reach and engagement

& deep user

Source: App Annie (June 2023)

Content from friends & family 45% 81%

Content about products, brands, and

News, entertainment, and current events 71% 53%

Content related to their hobbies and interests 65% 49%

lower than Social at

Craft stronger ads with new ad creation flow & previews

Demographics Lookalike Google’s AI

Fast: Get results that you can take action on

Reliable Methodology: Run accurate tests with

Test in real ad environment: Frictionless experience

AI-Powered Bidding & Measurement

AI-Powered Bidding & Measurement

Brand Lift Search Lift

Understand the effectiveness Analyze the increased

AI-Powered Bidding & Measurement

Conversion Lift Based on Users

Incrementality helps to understand how many more Those who

campaign type that they wouldn’t have gotten otherwise.

Measure the change in consumer behavior directly caused

AI-Powered Bidding & Measurement

Data Driven Attribution

Data Driven Attribution creates an attribution model

This form of measurement is important to accurately

Shoppable Demand Gen

shopping every day 23% 22%