Demand Gen

Page Summary

• Demand Gen campaigns allow brands to share their story across YouTube, Discover, and Gmail.

• These campaigns use Google AI to serve the best creatives to relevant potential customers and optimize bidding across the funnel.

• Advertisers using Demand Gen campaigns maintain control over which assets are added to their campaigns.

Demand Gen campaigns let you share your brand's story with people across Google's visual surfaces: YouTube (including Shorts), Discover, Gmail, Google Maps, and the Google Display Network. Demand Gen reaches customers across multiple touchpoints and uses Google AI to serve creatives to relevant audiences and optimize bidding across the funnel, while giving you full control over your campaign assets and placements.

Key API resources

When managing Demand Gen campaigns in the Google Ads API, you work with the following resources and settings:

• Campaign: Set advertising_channel_type to DEMAND_GEN and leave advertising_channel_sub_type unset. Attach a non-shared CampaignBudget and a supported bidding strategy (Maximize Clicks, Target CPA, Maximize Conversions, or Target ROAS).
• AdGroup: Configure ad-group-level settings, including audience_setting.use_audience_grouped for audience targeting and demand_gen_ad_group_settings.channel_controls to choose which surfaces serve your ads.
• AdGroupCriterion: Target reusable Audience resources using AudienceInfo criteria, set location and language criteria, or filter Merchant Center products using ListingGroupInfo criteria.
• AdGroupAd: Create ads using DemandGenMultiAssetAdInfo, DemandGenCarouselAdInfo, DemandGenVideoResponsiveAdInfo, or DemandGenProductAdInfo.

Next steps

• Create a Demand Gen campaign
• Set up audience targeting
• Use product feeds with Demand Gen
• Configure channel controls
• Retrieve Demand Gen reports