Google's Demand Gen Campaigns: A Strategy for Building Lookalike Audiences

Demand Gen campaigns on Google are designed to create interest and deliver results through Google's visual and entertaining platforms, such as YouTube Shorts, YouTube In-Feed, and Discover. They utilize creative formats like images, video, and carousels to reach out to audiences, and are Google's response to Meta's Ad landscape, aiming to capture users while they are entertained on YouTube.

In Demand Gen campaigns, you can use 1P Data lists (Remarketing) to build custom Lookalike audiences that can be narrow, medium, or broad. This allows advertisers with a large first-party data pool to quickly reach a similar audience group with Demand Gen Ads. For example, big advertisers can use recent purchasers from the last 40 days to build a broad Lookalike audience.

A significant advantage of Demand Gen campaigns over Pmax, Display, and Search is the ability to use 1P Data lists for Remarketing and to build custom Lookalike audiences. This feature allows for more targeted and efficient audience reach, especially for advertisers with a substantial first-party data pool.

To build a Lookalike audience for different sizes of advertisers, you can follow these simplified examples:

• Big advertisers: Use recent purchasers from the last 40 days to build a broad Lookalike audience.
• Medium advertisers: Use recent users with add to cart from the last 40 days to build a medium Lookalike audience.
• Small advertisers: Use recent users from the last 40 days to build a narrow Lookalike audience.