Create a Demand Gen campaign

Instructions

Step 1 of 6: Create a new campaign

You can duplicate, delete, and create a new campaign or ad group from the left navigation menu.

1. Select the Create button then select Campaign from the list.
2. Add the campaign name.
3. If you’re using product feeds to show your products in your ads, select the toggle to “Run a product feed campaign”. Add your conversion goals and select Continue.

Create a new campaign

Step 2 of 6: Choose an advertising goal

When creating a Demand Gen campaign in your Google Ads account, you'll select one of these advertising goals: Sales, Leads, Website Traffic, YouTube reach, views, and engagements, or Create a campaign without a goal's guidance.

Then, you’ll select your conversion goals based on that advertising goal.

Step 3 of 6: Set up campaign-level targeting

Device targeting

Device targeting allows you to target your ads to people based on the device they're using. Learn more about device targeting.

For Demand Gen campaigns, device targeting can be set at the campaign level.

In the “Devices” section, you can either choose to show your ads on all eligible devices or set specific targeting for devices. Showing ads on all devices can help you expand your reach. If you want to focus your reach on specific devices, you can choose to target computers, mobile phones, tablets, or TV screens.

If you select mobile phones and tablets, under “Advanced targeting for mobile phones and tablets”, you can choose all or specific operating systems, device models, and networks to target.

Language and location targeting

To help make sure that your ads reach the customers that you want, you can include the languages your customers speak and the locations you want to target. Learn more about location and language targeting.

By default, targeting is set at the ad group-level to better optimize your ads’ performance. Language defaults to “All languages” and location is set to “All locations”. Changing targeting to the campaign-level is only recommended if you need to target a radius around a location.

Follow the steps below to enable campaign-level language and location targeting:

1. Navigate to the bottom of the page and look for the “Location and Language” section.
2. Toggle the "Enable campaign level location and language targeting" switch. This will allow you to set the location at the campaign level.
3. Select Advanced search to open the map interface. Here, you'll also be able to target by radius of your chosen location.

Step 4 of 6: Set up bidding and budget

Your budget influences how often your ads show and how prominently they’re featured.

Your bidding determines the way your budget is spent. Learn more About campaign budgets and bidding.

1. Choose your bid strategy. Your bid strategy is how you optimize bids to meet your advertising goals. You can choose between:
   • Maximize conversion value
   • Target Return on ad spend (TROAS) bidding
   • Maximize Conversions
   • Target Cost Per Action (CPA)
   • Maximize Clicks
2. Choose your campaign budget type and enter your budget. Minimum budget values are enforced to meet the requirements of delivery.
   • Daily budgets: You can set a daily budget or the average amount that you want to spend each day.
     • Note: Setting a start and end date for your campaign is optional for this budget type.
   • Total budgets: You can set a total campaign budget and Demand Gen will aim to evenly spend, but not exceed your total budget over the duration of your campaign.
     • Note: Setting a start and end date for your campaign is required for this budget type. Learn more about campaign total budgets.

Step 5 of 6: Ad group

With audience targeting, you can reach new and relevant audiences that are likely to convert, people in a certain location, those who speak a specific language, those with a particular interest, and people similar to customers of your products or services. You can also define your location and language at the ad group-level if you didn't already at the campaign-level.

• Channels: The locations where your ads are displayed are known as Channels. Depending on the advertising goal that you set when you create your campaign, your ads can appear on YouTube, Gmail, Maps, Discover, or the Google Display Network. Available channels are determined by your ad type, audiences and campaign settings. Keep in mind that not all channels are available for every ad. Learn more about channel controls in Demand Gen.

• Audiences: Choose an existing audience by searching for any existing custom segments, your data segments, lookalike segments, or selecting specific interests or detailed demographic information. You can also create a new audience in the ad-group-level audience builder.

1. Keep or deselect optimized targeting. It’s recommended that you use optimized targeting for optimal campaign performance.
   • Note: When optimized targeting is enabled, demographic expansion will also take effect. This means optimized targeting may target beyond your selected demographic signals, like age, gender, household income, and parental status, to help drive enhanced campaign performance. Advertisers with sensitive content will still comply with the age restrictions. You also have the option to restrict demographic expansion to the age and gender specifications, although this may limit your campaign’s performance.
2. Exclude specific audiences, such as your data segments or lookalike segments, based on your audience strategy.

3. Make demographic selections to focus only on specific demographic segments.

Step 6 of 6: Create your ads

You'll create your ads at the ad-group level. To create a new ad, select New ad in the drop-down menu under the ad group you want to create the ad for. With Demand Gen, you can build a single unified ad that combines creative types (images and videos) and feed items or focuses on a single creative type using shared text and brand assets.

1. Under Ad setup, enter an Ad name.
2. Under Creative type, select which types of creative you want to use in this ad. Image and Video are selected by default, and you can use any combination of creative types. You can choose between:
   • Video ad
   • Image ad
   • Carousel ad
   • Classic display
     • By default, classic display isn’t enabled and is shown under More options.
3. Upload or select your creative assets for each creative type you chose.
4. Add up to 5 logos.
5. Include your text assets.
6. Use Ad Strength rules to set your ad up for success.

Related links

• Demand Gen campaign asset specs and best practices
• Demand Gen campaign asset quality and policy requirements
• About Demand Gen campaigns
• Demand Gen campaigns