What exactly is the newly upgraded demand-mining advertising?

What is demand generation advertising?

Demand Gen campaigns are new AI- powered campaigns that drive conversions, site visits, and user actions (like signups and add to carts) across Google ’s engaging touchpoints: YouTube (including Shorts , Explore), and Gmail .

According to a Google/Ipsos survey, one-third of consumers said they had purchased something they had not originally intended to buy while browsing Google feeds such as Discover and Gmail .

Therefore, it can be seen that advertising is constantly upgrading and digital social media is changing:

- Increasing competition for product attractiveness

-Multi -platform audience

-The emergence of live streaming / short videos

What are the advantages of demand generation advertising?

Expand the impact of advertising

With demand generation campaigns , you can advertise on ( YouTube , Google Discover , and Gmail) to reach up to 3 billion monthly active users, and Google AI will perfectly combine tailored high-impact visual elements, ad content, and placements to attract more consumers to press " pay now . " In addition, the campaign can easily preview the rendering of the best video and image creatives on Google and YouTube to ensure that they convey the right message.

Youtube

～ Shorts

~ In-Stream

~ Home, Search & Watch Next feeds

Discover

Gmail

～ Social tab

～ Promotions tab

Multiple ad formats

Show ads with a single video

~Show ads with a single image

~Show ads with multiple images in a carousel

Add lookalike audience segments

Lookalike Audiences are groups of users that share common characteristics with users in your existing “seed” list . They are built based on your first-party customer data and include:

Your existing customer list

Activity on your sites and apps

How viewers interact with your YouTube content

Google uses this information to find other potential customers with similar characteristics .

A. Lookalike segments offer the following reach options: Balance reach and lookalike

Strict match: Populate a strictly matched lookalike segment with users in the 2.5% of your ad’s target location .

Balanced (default option): Populates a balanced lookalike segment with 5% of users in your ad’s target geographic location.

Broad Match: Populate a broad match lookalike segment with 10% of users in the ad’s target location .

B. Continuously updated lookalike audience segments

Lookalike segments are automatically refreshed every 1-2 days so that your campaign has the latest target customer list. Your lookalike segments will not be used if the following requirements are not met:

The seed list must contain at least 1,000 active matching users. If the seed list does not meet the requirements, it may take up to 3 days for the lookalike segment to reflect and stop targeting potential customers.

C. Lookalike audience segments and optimized targeting

D. Create lookalike audience segments

As a best practice, it is recommended to create your campaigns and lookalike segments 2-3 days in advance to ensure that your segments are ready when you want to start running ads.

Lookalike segments can be created from up to 10 existing audience lists (seed lists).

Upload your seedlist in Audience Manager [Tools & Settings] > [Audience Manager]

In your campaign's Audiences, click New Audience Segment.

03. Select the seed list

The seed list must contain at least 1,000 active matching users.

The system will automatically refresh the lookalike segments every 1-2 days so that the campaign has the latest target customer list.

If this requirement is not met, your lookalike segment will not be available.

04. Choose coverage

A/B experiment of creatives

Optimize advertising creativity through A/B experiments and customize appropriate ads

Fast: Get immediately actionable results

Reliable methodology: Accurate testing with representative audiences and proportional sample sizes ; different creatives tested with different audience segments.

Test in a real ad environment: Test your hypothesized zero-friction experience in a real ad environment

Add Maximize Clicks bidding strategy

Optimize your goals with bidding powered by Google AI

Maximize Optimized Bids

Get as many high-value customers to your website as possible within your budget

* Optimize website traffic

*Compatible with image ads and video ads

*No conversion tracking required

Conversion-based bidding

Bid for conversions that represent a more effective cost-per-acquisition or total number of conversions.

*Target CPA

*Maximize Conversions

Value-based bidding

Bid on conversions that have a higher conversion value for your business.

*Target ROAS

*Max Conversion Value*

As discovery advertising is gradually replaced by demand mining advertising, companies have more opportunities to improve their advertising strategies. Demand mining advertising is a tool with great potential for companies that want to better target their audiences and effectively manage their advertising spending. I hope that through this article, everyone can have a better understanding of demand mining advertising to achieve better marketing results. If you don’t know how to use your own data to practice after reading this , you can contact us. Yige Technology will have professional optimizers to customize a complete advertising plan for you~