Over £349m in Google Ads ECom revenue generated | Google Ads for D2C brands | Managing Director at Young & Digital | Host of podcast 'Google Ads Unleashed'
Demand gen doesn’t work in Google Ads. Or does it? When this ad type came out, we tested it extensively at Y&D. We used all available formats, tested tons of creatives, and we tested it across two dozen accounts. The result? FAIL. Similar to Display, it was an absolute waste of time and money. However, a few weeks ago, a client of ours in the gifting niche was getting ready for German Mother’s and Father’s Day, so we decided to give it another crack. The result this time? Check the screenshot. I feel like several things need to come together to make this ad type pop: - Fantastic products - Eye-catching creatives - Laser-targeted audience - Urgency/scarcity I think especially the last part was the decisive factor for the success of Demand Gen this time. I’m not going to get too excited about Demand Gen just yet, but this goes to show that you just have to continually test and question your own beliefs. Have you used Demand Gen yet? What’s your experience with it? #googleads #ecommerce #demandgen
Vadim Manakov
6mo
Lukas Maria Beilmann published strong insights on Demand Gen. Most important points imho: + You need at least 30k/month of ad spend to have enough account level data für DGen + You need to test and renew your creatives frequently and they have to be GOOD + Do not focus on campaign level performance, but on MER
Shikhar Sharma
6mo
Great insights, Jeremy! Testing and iterating is key. Success often comes down to the right mix of factors. Excited to hear more about your experiments!
Google & YouTube Ads inkl. Creative Produktion für D2C Brands ab 5 Mio. € Umsatz | Co-Founder @ Beilmann Marketing
6moDemand Gen works for our ecom accounts very well. Even outside of Events like Fathers & Mothers Day. I think it should be the goal to have an evergreen setup and push on certain events to maintain a consistent growth in the account. - Fantastic products --> ofcourse - Eye-catching creatives --> agree - Laser-targeted audience --> broad targeting does also work, your creative make the targeting - Urgency/scarcity --> I would say a more valued based communication does impact the performance, but also season is an important factor, for a new channel, when it's not showing steady performance yet.