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The Best Way to Use Demand Gen in 2025
24 ideas de marketing sacadas de «The Best Way to Use Demand Gen in 2025», de Aaron Young | Google Ads | Define Digital Academy. Sobre todo de canales de…
- 24 ideas despiezadas
- Fuente Aaron Young | Google Ads | Define Digital Academy
- Dura 41 min
- Publicada en 2025
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Canales de adquisiciónAl ejecutar Performance Max y Demand Gen simultáneamente, se debe desactivar el 'optimized targeting' en Demand Gen; de lo contrario, las audiencias fijas se convierten en meras señales (igual que en PMax) y se pierde el control estricto sobre los segmentos de audiencia.
What I also do is I don't opt in optimized targeting for the demand gen campaign if I have a Pmax next to it, because it means that I'm losing all my control over audiences. Because if you have optimized targeting switched on for the demand gen campaign, all those targetings, the fixed targetings, are changing to signals just as Pmax. So at the end, I have a, yeah, kind of the same type as a Pmax campaign with, but based on targeting. So that's something that I always avoid. If I have a Pmax, then I make sure that my demand gen campaigns, I have full control over my audiences and not turn…
Escúchalo en el minuto 33:28
Canales de adquisiciónAsignar una campaña dedicada de Display para remarketing dinámico con aproximadamente un 5% del presupuesto total bloquea y evita que Performance Max y Demand Gen gasten en retargeting de display, obligándolas a concentrar su presupuesto exclusivamente en la adquisición de clientes nuevos.
especially with a display campaign, the shopping seed, I still think it's one of the most underrated campaign types. Dynamic remarketing is good. Yeah. And the reason being is that, especially if you're using it in an account with Performance Max and Demand Gen, what I find that it does is it enforces Demand Gen and Performance Max to really keep going further with finding new customers. I mean, that's probably a core setting that I have too, is that when I engage these campaigns, I'm splitting them across to new customer acquisition. I find it forces that and what it allows with the display…
Escúchalo en el minuto 36:33
Canales de adquisiciónAsignar una campaña dedicada de Display para remarketing dinámico con aproximadamente un 5% del presupuesto total bloquea y evita que Performance Max y Demand Gen gasten en retargeting de display, obligándolas a concentrar su presupuesto exclusivamente en la adquisición de clientes nuevos.
especially with a display campaign, the shopping seed, I still think it's one of the most underrated campaign types. Dynamic remarketing is good. Yeah. And the reason being is that, especially if you're using it in an account with Performance Max and Demand Gen, what I find that it does is it enforces Demand Gen and Performance Max to really keep going further with finding new customers. I mean, that's probably a core setting that I have too, is that when I engage these campaigns, I'm splitting them across to new customer acquisition. I find it forces that and what it allows with the display…
Escúchalo en el minuto 36:33
Aislar formatos y canales específicos en Demand Gen para mayor control del gasto
Canales de adquisiciónEl control de canales a nivel de grupo de anuncios en Google Demand Gen permite segmentar inventarios y crear estrategias exclusivas (por ejemplo, campañas solo de YouTube Shorts o In-Stream) evitando que el algoritmo mezcle formatos sin visibilidad de gasto, y facilitando la exclusión de redes de bajo rendimiento como Google Display Network.
demand gen campaigns. One of those is channel control. So as you all know, demand gen campaigns, they run on placements like YouTube, Discover, Gmail, especially Shorts also. And now you will be able to target your demand gen campaigns on any channel that you really want to target, because before it was a mix and we didn't know how much demand gen spends on each channel. But now you can, you will be able to exactly choose where your demand gen campaign should run. So let's say YouTube in-stream, YouTube in-feed, YouTube Shorts, Discover, Gmail, and even Google Display Network, which is…
Escúchalo en el minuto 1:49
Estructurar Demand Gen con un tipo de creativo por grupo de anuncios y tCPA diferenciado
Canales de adquisiciónAislar formatos creativos (un grupo solo de video y otro solo de imagen) dentro de Demand Gen permite establecer diferentes target CPAs por grupo de anuncios, controlar la asignación de presupuesto e identificar con precisión qué creativo rinde mejor antes de iterarlo.
the, the variant to the conservative setup. And that means I put it one ad group and one ad type. So for example, one ad per ad group, because then I have more control over where I can optimize. And for example, I can even set them different target CPAs on ad group level for lead gen, because for example, I have one ad group with video only, then I have the second ad group with image only. service get launched or something like that. And that new service I can have on a lower CPA, for example, to get more budget. And yeah, this, this, for example, this strategy gives me more control for the…
Escúchalo en el minuto 30:22
Cronograma de aprendizaje y optimización en campañas Demand Gen
Medición y experimentosEn campañas Demand Gen de Google Ads, no se deben alterar las configuraciones durante los primeros 7 días de aprendizaje. Las primeras conversiones de compra suelen registrarse alrededor de las 3 semanas; en ese punto se debe empezar a optimizar hacia las audiencias y creatividades ganadoras, pero sin pausar de golpe el resto de variantes durante al menos 2 semanas más para evitar costos de oportunidad.
So normally in the first week, the first seven days, I don't switch. I don't play around with any more settings. So I leave it for seven days. I leave the campaign settings. And then normally after three weeks, normally you will, you will start like depending on your budget, but after three weeks, normally you should do, or you might have a purchase after three weeks, more or less. But after three weeks you can expect results. And then obviously it's time to start optimizing your campaign. And with that, after three weeks, you start, you should start optimizing towards that audience, towards…
Escúchalo en el minuto 15:19
Estrategia de puja y arranque con microconversiones en campañas Demand Gen
Canales de adquisiciónAl iniciar una campaña de Demand Gen en Google Ads, conviene arrancar con estrategias de puja orientadas a volumen (Maximizar Conversiones o CPA objetivo) y optimizar primero hacia microconversiones (como añadir al carrito) para suministrar señales rápidas al algoritmo, antes de pasar a compras o tROAS una vez acumulado historial suficiente.
normally is I avoid using max clicks for the management campaigns because I want to have a nice mid funnel and not a mid funnel plus or mid funnel high funnel. I love to start first with a conversion bidding strategy. It can be either target CPA or max conversions. Why not target ROAS? Yeah, because target ROAS, it's only available once you have a lot of data set, a lot of data, uh, historic data in your demand chain campaign, then you can switch it to conversion value optimization. So I start with max conversions or conversion with target CPA. Then I, I love to start with, uh, like, let's…
Escúchalo en el minuto 10:13
Condiciones para comparar de forma justa campañas de Demand Gen y Meta Ads
Medición y experimentosPara comparar equitativamente el rendimiento de Google Demand Gen frente a Meta Ads utilizando métricas que incluyen conversiones post-impresión (view-through), es imprescindible igualar los eventos de conversión, las ventanas temporales de atribución, el nivel de temperatura del público objetivo y mantener presupuestos y estrategias de puja similares para evitar que una plataforma rinda artificialmente mejor por…
And then there's also something to say if you compare these new conversion sets with other social campaigns, then you should really make sure that it's a fair comparison. Yeah. So you need to see that you're tracking the same events, for example, that you have the same days of attribution window, look back windows, that you more or less have the same budget. Yeah. Because if you have a demand campaign with 20 daily budget and a meta campaign with 200, probably the meta campaign runs better because you have more data sets to feed the algorithm and more conversion signals. Yeah. Also like more…
Escúchalo en el minuto 6:31
Consolidación de Google Demand Gen en una sola campaña
Canales de adquisiciónEn lugar de fragmentar el presupuesto en múltiples campañas de Demand Gen, conviene consolidar la inversión en una sola campaña y segmentar por grupos de anuncios, aprovechando que los ajustes de idioma y ubicación están disponibles a nivel de grupo de anuncios y que el algoritmo aprende mejor cuando el presupuesto diario no está dividido.
the link in the description below. So like I always say, the management campaigns, they are made for to run as a single campaign type. Um, because you have as the first time ever in Google ads, you have location and language targeting settings on ad group level and the demand zone campaigns, they can learn on ad group level. So that's why even for e-com I have one big, uh, the management campaign and I don't split it up in many different ones because you need a quite high daily budget in order to make it run. You need time
Escúchalo en el minuto 9:37
Migración obligatoria de Video Action Campaigns a Demand Gen en 2025
Canales de adquisiciónGoogle descontinuará la creación de Video Action Campaigns (VAC) a partir de abril de 2025 y migrará automáticamente todas las campañas existentes a Demand Gen en julio de 2025, convirtiendo a Demand Gen en el estándar predeterminado para conversión en video.
for demand gen? Yes. So also a very interesting update that we also heard last year, but now it's going to be confirmed, got to be confirmed again, that in April, 2025, we will be no longer able to create a video action campaign because all video action campaigns are migrating into the margin page. That's I think in July, 2025, Google will, will have all video action campaigns upgraded to demand gen campaigns. So that's also interesting why you should be know about demand gen campaigns and how they work. Because I guess all of you have video action campaigns.
Escúchalo en el minuto 3:52
Canales de adquisiciónPara campañas de Demand Gen en e-commerce, se recomienda asignar entre 10 y 50 productos por grupo de anuncios; menos de 10 limita el rendimiento del algoritmo y más de 50 o 100 dispersa excesivamente el presupuesto necesario para validar qué artículos funcionan.
If you have like a well-structured, let's say like five to 10 ad groups in the demand trend campaign, and you should have at least, at least 10 products per ad group. If not, it's, it's not really working so well and up to yeah. Google recommends 50 products per ad group. Yeah. That's more or less also what I saw that works best. If you have more than 50 or more than a hundred, then it's yeah. The, I think it's a bit limited because it cannot really, it has to give all the products so much budget in order to see which product works better and which, which less. And so, yeah, it's better to…
Escúchalo en el minuto 13:59
Garantizar la seguridad de marca en Demand Gen limitando la red e idoneidad de contenido
Canales de adquisiciónPara asegurar un entorno seguro para la marca en Demand Gen, se debe evitar activar la red de Display externa (mostrándose solo en propiedades de Google como YouTube), ajustar la idoneidad del contenido a 'limited' y excluir explícitamente verticales e información sensible.
world on websites you don't want. Because I always say demand gen campaigns, they have a quite safe brand safety. Why? Because they're showing just on Google property. If you don't opt in in the new display network, for example. And that means normally on YouTube, it's a quite brand safe, let's say, brand safe environment. If you make all the measurements to exclude, for example, bad placements, have your content suitability set to limited, for example, and not to expanded or standard. If you have different verticals excluded, like sensitive information, whatever. And yeah. So if I do a
Escúchalo en el minuto 35:34
Criterios para introducir Demand Gen en la estructura de Google Ads
Canales de adquisiciónDemand Gen no debe usarse como canal inicial. Primero se debe agotar la demanda existente con Search y Performance Max. Demand Gen debe introducirse únicamente cuando el fondo del embudo esté saturado (por ejemplo, cuando subir un 20% el presupuesto en Search dispara el CPC un 25-30% sin mejora de CPA) y el anunciante disponga de creatividades validadas en redes sociales (Meta/TikTok) para rellenar el embudo medio.
I think demand gen is not a campaign type to start right over, right? So I would start with search. I would start with PMAX, um, also to see more or less what's the, the CPA to expect or the target So I would always start with search PMAX and with demand gen, I would ask that if I, if I, if it would be my client, I would ask if the client already did some meta campaigns as, uh, like, um, historical, like data about meta campaigns, TikTok campaigns in order to see if that works for the client, because if social ads work, then the mountain usually works too, But if they have no experience with…
Escúchalo en el minuto 17:53
Canales de adquisiciónEn campañas Demand Gen de Google Ads, optimizar los emplazamientos de YouTube equivale a gestionar palabras clave negativas en campañas de búsqueda. Conviene filtrar los informes de ubicación para detectar y excluir en bloque canales o vídeos que consumen presupuesto sin generar conversiones (por ejemplo, más de 30 euros gastados con cero conversiones) o con ratios sospechosos.
I found out and I wrote in the, in the playbook also is the YouTube placement exclusion. And because, your demand gen is targeting. There is also like, you can, you can really go inside where ads were showed a section in your demand gen campaign. And there you can, for example, put like a filter. You can say, hey, I want all placements that cost more than 30 euro and got zero conversions, or I don't know, a conversion rate of 500% because that's something scammy normally. And then you exclude them and you can even exclude them now in bulk. So you can go to all the placements that you have in…
Escúchalo en el minuto 20:47
Canales de adquisiciónAunque plataformas como Google permitan listas semilla desde 100 usuarios para crear audiencias similares en campañas Demand Gen, se recomienda usar al menos 1.000 registros basados en datos de fondo de embudo (como compras en vez de visitas) para que el algoritmo optimice con suficiente señal.
the entry list entry number is 1,000 for your first party data. Then you lower it to 100. Yeah. But normally if you have just 100, it's quite limited. So I always stick to the first recommendation of 1,000 because Google just pulled it down to make it more accessible. But I think the, the, like the previous recommendation from Google was to have 1,000. Obviously, the more you have, the better. And let's say if you have 1,000 purchase data entries, it's better than if you have 5,000 page view, I don't know, primary or newsletter sign up. So yeah, the more narrow you go in your
Escúchalo en el minuto 26:10
Presentar la propuesta de valor al inicio en anuncios de video corto
Mensaje y copywritingEn formatos de video corto como YouTube Shorts, mostrar el servicio, los beneficios y la propuesta de valor en los primeros segundos del video genera mejor rendimiento que reservarlos para el final.
guidelines that you've seen work best for a short ad? Yeah. Normally, obviously if you have your value proposition in the beginning of a video, then obviously it works better and then having it at the end. So if you, if you show your service or your, yeah, your benefits in the beginning of a shorts, it still works way better than at the end. So that's one thing that you can always optimize.
Escúchalo en el minuto 27:30
Canales de adquisiciónEl presupuesto diario mínimo recomendado para activar una campaña de Demand Gen y obtener datos suficientes es de 50 dólares o 50 euros al día, a diferencia de los 200 a 300 diarios sugeridos por Google, lo que permite validar y optimizar antes de escalar la inversión.
So me personally, I like to have a minimum of 50 euros daily or $50 daily on a demand gen campaign, because I've seen like it won't really work or it needs so much time if you have less than 50 per day. I think Google says around 200, 300 a day in the beginning. That's for me a bit high because I first want to start slow and see what works and if it works. And then I will scale after the optimization, I will scale.
Escúchalo en el minuto 16:51
Aislamiento de audiencias similares en grupos de anuncios independientes en Demand Gen
Canales de adquisiciónA diferencia de Performance Max, en Demand Gen separar segmentos de audiencia en diferentes grupos de anuncios afecta directamente la distribución del presupuesto. Si las audiencias similares (lookalikes) comparten grupo con audiencias amplias o de terceros (in-market), el algoritmo suele restarles volumen pese a su mayor tasa de conversión; aislarlas en un grupo de anuncios propio les garantiza presupuesto y escala…
like audience segment, um, performance if you split it up. So if you go, for example, to the, really see if for example, a third party audience or a lookalike audience or a remarketing audience three weeks, as I said, I start looking inside, I start digging inside the audience segments because quickly that lookalike audiences has, have normally a higher conversion rate, but they get less traffic if, if they're pulled together with a third party audience, for example, in market. One decision that I do is okay. If my lookalike has high potential, but low span, I try to put it out and put it in…
Escúchalo en el minuto 22:22
Jerarquía de escalado en Google Ads para generación de leads
Canales de adquisiciónEn captación de leads, la prioridad de expansión de presupuesto debe ser: primero campañas de Search; si saturan, Performance Max en segundo lugar (incluso sin conversiones offline para evitar costes de oportunidad); y finalmente Demand Gen como tercera opción si queda presupuesto.
max in that scenario? Normally in lead gen, I always like, I use Pmax as a second option after search. Yeah. Okay. And then I go on demand gen. Yeah. If there is more budget left, then I go on the, on a demand gen. Okay. But yeah, Pmax is still my second choice, even if they don't have offline conversions because just from the sake of not having opportunity costs to have never tested it out. So I normally test it and also for Pmax. Yeah. If you let it run for a couple of more time, then sometimes you have results even for Lucha clients. Okay. And if not, then, I mean, you have to talk to a…
Escúchalo en el minuto 31:55
Aprovechar Demand Gen para captar tráfico en el medio del embudo frente al alza de CPC en Búsqueda
Canales de adquisiciónA medida que el auge de herramientas de IA conversacional reduce las búsquedas informativas directas en Google y encarece el CPC en Búsqueda tradicional, Demand Gen permite adquirir tráfico cualificado en el medio del embudo con CPCs más económicos antes de que el formato se vuelva altamente competitivo.
really important to be there. Also, I think search campaigns are getting pretty high CPCs in the last time lately. So yeah, getting some nice traffic in the mid funnel, not really high funnel, but in the mid funnel for the launch and campaigns that tend to have quite low CPCs, it's a nice way to fill up your your website users. And then obviously if you have a nice conversion tracking in place and you really optimize towards the conversion tracking, then those, let's say nice visitors on your website can really become leads or even clients. So I think that's a really important way campaign…
Escúchalo en el minuto 38:41
Criterio para fragmentar campañas Demand Gen por ubicación geográfica
Canales de adquisiciónAunque Demand Gen permite segmentar idioma y ubicación a nivel de grupo de anuncios dentro de una sola campaña, controlar presupuestos independientes por país exige crear campañas separadas; sin embargo, no debe fragmentarse si el presupuesto por país es residual (como 10 €/día), ya que Demand Gen requiere presupuestos robustos para operar eficazmente.
rarely would you have two demand gen campaigns running. It would more just be one demand gen, campaign because you can target by location and language at the ad group level. Would you, that's probably a case that you would have separate campaigns because you want to be able to control the budgets. Is that right? Budget control is still at the campaign level. It's always on campaign level. If you have like limitations in, because your client or yourself, you, you want to spend in one location more and the other less, then you have to set it up. Like you have to split it up in different…
Escúchalo en el minuto 11:22
Combinar múltiples creatividades e imágenes por grupo de anuncios para acelerar el aprendizaje algorítmico
Canales de adquisiciónEn campañas de captación de leads bajo Demand Gen, configurar tres anuncios por grupo mezclando creativos de imagen y video acelera el aprendizaje del algoritmo, permitiendo que el presupuesto se redirija más rápido hacia la pieza con mejor rendimiento.
example, one of those strategies that it's, for example, I call it the data power variant. And that means that I put under each ad group, I put three ads. So, so like all different creators that the client have. So image and video ads together. And because here you have an advantage that the ad group learns faster because it gets more data from the creatives and it will faster push the budget towards the creative that works better, that works better in the past. So yeah, that's like a, a very good strategy if you want quicker results. And yeah, normally you should, you should, you should
Escúchalo en el minuto 29:34
Demand Gen opera en el embudo medio de forma análoga a la publicidad social
Canales de adquisiciónA diferencia de las campañas de Search y Shopping de Google Ads que actúan en la parte baja del embudo captando demanda con alta intención, Demand Gen funciona en el embudo medio generando demanda con dinámicas similares a las de Meta Ads y TikTok Ads.
Yes, that's correct. So as we all know, the margin campaigns are very similar to like social ads, like meta ads, TikTok ads, and the Google search, Google shopping campaigns are a bit different, let's say, because they work more on the lower funnel and the margin campaigns from more on the mid funnel. Yeah. So that's why Google said we have to make a fairer comparison to all other social ads.
Escúchalo en el minuto 4:40
Canales de adquisiciónLas campañas de Demand Gen superan en rendimiento al remarketing tradicional en la Red de Display para impactar a usuarios previamente expuestos.
The line was, is that demand gen is better than remarketing than a display remarketing campaign. Yeah. Okay. A demand gen campaign, remarketing, I think it's right now 2025 working better than a display remarketing. I think that, but what I don't want that people opt in the video partner
Escúchalo en el minuto 35:10
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