Demand Gen campaigns with product feeds

You can use your Google Merchant Center (GMC) product feed to create product ads in your Demand Gen campaigns.

To do so, the required steps are:

1. Associate a Google Merchant Center account to a Demand Gen campaign
2. Create an ad group and one or more of the supported ad types
3. Use ListingGroup criteria to restrict which products in your feed are included in the ad group

These steps can be performed at campaign creation to create a Demand Gen product ad from the outset but can also be performed at a later date to enable product ads for an existing Demand Gen campaign.

Associate a Merchant Center account to a Demand Gen campaign

Make sure you completed the following prerequisites:

• Obtain the ID of the Merchant Center account that contains the products to advertise
• Ensure the Merchant Center account is linked to the Google Ads account

To associate a Merchant Center account to a Demand Gen campaign, create a ShoppingSetting and set its merchant_id property to the ID of the Merchant Center account containing the products to advertise.

Create ads

Demand Gen product ads support three different ad types:

• DiscoveryMultiAssetAd, which includes images that can appear as fallback when product details can't be shown.
• DiscoveryVideoResponsiveAd, which adds videos to the product ads to expand the reach to valuable YouTube placements.
• DemandGenProductAd, which only shows product ads.

Each of these types require one or more of the following fields:

• headline
• description
• logo_image
• business_name

Each field also has its own requirements and best practices.

We recommend you refer to the reference documentation for each product type and to the guidelines and best practices to understand how to best construct your Demand Gen product ads.

Restrict which products are included in the ad group

Just as you do with Shopping ads, you can create listing groups to partition your products into groups across multiple dimensions to include or exclude products in your Demand Gen product ads.

We recommend including at least one listing group in each Demand Gen Product Ads ad group, even if it includes all products, in order to enable full reporting.