Discover 5'- Jak tworzyć kampanie generujące popyt?

Summary

In this video, Martyna and Marcin, Market Leads at Google, guide you through the process of setting up a Demand Gen campaign in Google Ads. They cover key steps such as defining campaign goals, selecting the right bidding strategies, and creating high-quality ads with images, videos, and text. The video highlights the importance of targeting the right audience using Google’s AI and user intent signals. Viewers will also learn best practices for optimizing campaigns and maximizing conversions. This step-by-step guide is perfect for businesses looking to drive traffic, capture leads, and increase brand awareness.

Takeaways

• 😀 Start by logging into your Google Ads account and creating a new campaign. Choose your campaign goal based on business objectives like sales, lead generation, or website traffic.
• 😀 Select 'Demand Generation' as the campaign type to focus on reaching highly interested users via platforms like YouTube, Gmail, and Discover.
• 😀 Set your campaign's bidding strategy according to your goals: use 'Maximize Conversions' for high conversion volume or 'Value-based Bidding' for maximizing conversion value.
• 😀 Specify your daily campaign budget and set the start and end dates to control spending and campaign duration.
• 😀 Target your audience based on user intent using Google’s data, including behaviors across search, maps, YouTube, and more.
• 😀 Leverage Google's AI and machine learning to refine audience targeting for improved campaign performance and engagement.
• 😀 Create high-quality ad assets, including at least three square images, three rectangular images, and videos to ensure diverse reach across different platforms.
• 😀 Ensure the quality of visual materials by using HD images and following Google's creative guidelines to avoid rejected assets.
• 😀 Track and analyze your campaign’s performance using Google Ads' statistics. Refine targeting and creative assets based on audience engagement.
• 😀 Use Market Segments and Custom Audiences to define who you want to reach, whether new customers or retargeting past visitors.
• 😀 Monitor your campaign regularly, adjust your budget if needed, and check the status of your ads to ensure they're running smoothly without any limitations.

Q & A

What is the main objective of a Demand Generation campaign in Google Ads?

The primary objective of a Demand Generation campaign is to increase user engagement by reaching potential customers across platforms like YouTube, Discover, and Gmail, using targeted ads tailored to their interests and behaviors.

How do you begin creating a Demand Generation campaign on Google Ads?

To create a Demand Generation campaign, log into Google Ads, click on 'New Campaign,' select your campaign goal, and choose 'Demand Generation' as the campaign type.

What factors should you consider when selecting a campaign goal for Demand Generation?

When selecting a campaign goal, consider your business objectives. Options include maximizing sales, generating leads, increasing website traffic, or enhancing brand awareness and consideration.

What is the significance of choosing the right bid strategy for a Demand Generation campaign?

Choosing the right bid strategy ensures that your campaign aligns with your business goals. Strategies include maximizing conversions, targeting CPA (Cost per Acquisition), or targeting ROAS (Return on Ad Spend). Selecting the right strategy directly impacts your campaign's efficiency and results.

What does Google Ads' AI do in the Demand Generation campaign process?

Google Ads' AI helps identify and target the most relevant audience for your campaign by analyzing real-time signals from multiple Google services. It optimizes targeting to find users with high intent and increases the likelihood of conversions.

How can you use audience signals effectively in a Demand Generation campaign?

Audience signals, such as interests, search history, and demographics, help refine your targeting. By leveraging these signals, you can reach users more likely to be interested in your product, improving campaign performance.

What types of creative assets should be included in a Demand Generation campaign?

Include a variety of creative assets such as square, rectangular, vertical images, and videos in both portrait and landscape formats. You should also provide headlines, descriptions, calls to action (CTAs), and a final URL or landing page for users to visit.

What are the best practices for creating high-quality ads for Demand Generation campaigns?

To ensure high-quality ads, use HD images, follow Google's creative guidelines, and aim for a diverse range of ad formats. Avoid using low-quality materials, as they may be rejected and hinder campaign performance.

What should you do if your Demand Generation campaign is limited by budget?

If your campaign is limited by budget, consider increasing the daily budget to ensure your ads reach more potential customers. This will help maximize conversions and improve overall campaign effectiveness.

How can you monitor and optimize your Demand Generation campaign for better results?

After launching your campaign, regularly monitor its performance through Google Ads' reporting tools. Analyze key metrics, identify underperforming segments, and make adjustments to your targeting, budget, or creative assets to improve results.