Demand Gen - Google Ads: How to build creatives that deliver results

How do you not only generate attention with ad creatives, but also achieve measurable results? This question is at the heart of the podcast with Jonas Veltman, co-founder of Beilmann Marketing. Together, we'll talk about how Google Ads — often used as a pull channel — can become a real push channel through demand-gen campaigns.

Jonas shares his best tips on how to use YouTube Ads and Demand Gen in a targeted manner and what role a strong creative strategy plays in this.

What are demand gen campaigns and why are they relevant?

Demand gen campaigns are a new campaign type in Google Ads that was specifically developed to actively generate demand — i.e. take push marketing to a new level. Unlike classic search campaigns, which capture existing demand, demand gen campaigns make it possible to reach new target groups in a targeted manner and address them with creative and relevant messages.

The special feature: Demand Gen combines several Google properties such as YouTube, Gmail and Google Discover in one campaign. This allows brands to present their messages across platforms and maximize their reach.

Why are demand gen campaigns so important for eCommerce brands?

For many eCommerce brands, Google has primarily been a pull channel that intercepted existing demand from platforms such as Meta or TikTok. Demand Gen is fundamentally changing this dynamic: It makes Google Ads a real push channel that enables brands to reach new target groups and actively generate demand.

Jonas explains: “Demand Gen puts Google Ads on a par with Meta and TikTok. It offers an opportunity to bring creative messages to the market and not just to respond to existing demand. “The diversity of placements, which can support both branding and performance goals, is particularly exciting.

How do you build successful demand gen campaigns?

1. Rely on strong creatives

Creatives are the decisive success factor for demand-gen campaigns. Particularly in an environment where automation and algorithms are increasingly dominating, well-thought-out, platform-specific messages are essential.

• YouTube: The first five seconds are crucial for attracting users' attention. A strong hook is a must.
• Gmail and Discover: Visually appealing and easy-to-understand content that immediately catches the eye is key here.

Jonas recommends using existing meta-creatives as a basis and adapting them for Demand Gen in order to quickly test which formats and messages are performing on these channels.

2. Develop targeted targeting

As with any successful campaign, it is essential to address the right target group. Demand gen campaigns work particularly well when the messages are tailored to the specific pains and desires of the target group.

Jonas explains that a structured approach helps to develop messages in a targeted manner:

• Define motivational fields: Which emotions or wishes drive your target group?
• Test messages: Develop hypotheses that address these motives.

An example:

• Motive field: “Find the perfect gift. ”
• Message: “This gift makes you the hero of Christmas Eve. ”

Through testing and iteration, you can find out which messages are performing the best.

3. Think and test across platforms

Demand gen campaigns stand out due to their versatility. The ability to roll out a campaign across YouTube, Gmail, and Discover allows brands to efficiently maximize their reach.

Tip from Jonas: Start with a few well-thought-out tests to find out which messages and formats work across platforms. From there, you can gradually scale up and expand the campaign.

Best practices for demand gen according to Jonas Veltman

Focus on the Upper Funnel

Demand gen campaigns are ideal for reaching users in the upper funnel. The aim is to create brand awareness and generate long-term demand.

Iterative testing

Jonas underlines the importance of iterative testing: “Not every ad will perform immediately. Test various hooks, scroll stoppers, and messages to find out what really works. ”

Long-term optimization

Demand gen campaigns are not a short-term hack. They require a long-term perspective, continuous testing and optimization to achieve sustainable results.

How to optimize your demand gen campaigns with Creative Analytics

For creative strategists who want to successfully implement demand gen campaigns, a clear and structured process is crucial. Here comes DatAds into the game.

With DatAds, you can:

• Structure and document creative tests: Keep track of various messages and formats.
• Evaluate hypotheses: Based on data, identify which approaches show the best performance on YouTube, Discover, or Gmail.
• Gain cross-platform insights: Use DatAds to find out which messages and formats work best in different channels.

DatAds not only saves you time, but also the opportunity to professionalize your testing and optimization processes and make data-based decisions.

Conclusion: Demand Gen and YouTube Ads as the key to greater success

Demand gen campaigns open up completely new opportunities for creative strategists and performance marketers to use Google Ads as a push channel. With strong creatives, targeted target group targeting and iterative testing, you can not only tap into new target groups, but also generate sustainable demand.

With tools like DatAds, this process is becoming more efficient and data-driven — a real advantage for brands that want to take their campaigns to the next level.

Listen to the podcast with Jonas for even more insights and practical tips, and discover how you can use Demand Gen for your marketing.

Now on Youtube, Spotify & Apple Pocdast.

‍