Demand Gen in Google Ads | Get More Leads

Conversion-based customer lists. The hidden option inside Google Ads that can increase efficiency of your ads by enhancing the audience that you can exclude or include in your ads.

Igor Ivitsky, Dr. Ads, PhD. The Young Scientist of the Year in Ukraine. Since 2006, he has been applying mathematics to optimize Google Ads. Named Europe's best PPC speaker by Ads World Experience. One of the leading Google Ads experts in the world. A professional educator. Over 4,000 entrepreneurs have increased their sales after taking his courses. A practicing expert. Igor's clients generate $50 million in profit from Google Ads each month.

You can find this option in Admin, Account Settings, Customer Match, Turn on conversion-based customer lists. If you already know what is customer lists, it's great. Just small note: you're able to upload into Google Ads information about your users, about their emails and phone numbers, and Google can create based on this data customer lists. You can exclude or include this list in your future advertising. If you will turn on this option, in your Audience Manager, Google will create a separate segment for you based on your conversion. In my case, it's sign up conversion-based and will add the users to this audience, to this customer list. You can ask, what's the point of using this conversion-based customer list if I can create just usual remarketing list of users who did some conversions or who visited some webpage, let's say, thank you page. So in case of usual audience list based on your website activity, Google adds only unique devices that user used for visited your website. In case of customer-based lists, Google use the customer identifier that unique across all users' devices. So in this case, you can exclude or include not only separate devices of this user, but all devices that this user uses. In this case, you can more precisely set up your ads, set up your remarketing, or exclude existing customers from showing your ads. In this video, I'm going to show you 3 of the most important elements, 3 of the most important secrets in demand gen Campaigns. After Google discontinued support of Video Action Campaigns and offered for us Demand Gen campaigns, a lot of advertisers were struggling with setting, with launching Demand Gen campaigns because they just wasting your money without any results. I've played with Demand Gen campaigns a lot, and in this video I want to show you 3, the most important things that will help you to avoid wasting money with your advertising. Also, in the end of this video, I will give you one bonus thing, one bonus secret that will help you to show your ads more efficiently. So let's go. First secret: when you set up new Demand Gen campaign, always at the bottom of settings menu, you have to uncheck checkbox "Enable Google Display Network." Google Display Network is the best invention for Google because Google have the highest marginality from Google Display Network. That's why Google trying and forcing and pushing advertisers to show as many advertising as they can in the Google Display Network because Google has the most money from this network out of all display advertising. So always uncheck Google Display Network. Second secret. When you set up ad group inside Demand Gen campaign, always instead of all Google channels, always choose let me choose. And when you start your ads, always start with YouTube in-stream. Uncheck all the rest options. When you will have solid results with YouTube in-stream, you can try also separately Discovery, And separately YouTube Shorts. But I recommend to start always with YouTube InStream. Third secret, third option. Always add into your ads two variants of your video, vertical and horizontal. And always uncheck two options that allow Google to cut your video. So first option, Google can get vertical and square versions of your video. So cut your video. And second one, Google can, uh, shorten your video, cutting out some elements from this video. So always uncheck this button. So these 3 recommendations will help you to avoid wasting of your or your client's money. I'm taking 32 seconds to share something important with you so you can stop wasting your ad budget. I've managed over $700 million in Google Ads, so all my insights are tested and proven. I regularly talk to senior leaders at Google, and I'm an official Google Partner. My students, entrepreneurs all over the world, have already optimized their ad campaigns, cut costs, and boosted sales using my methods. These strategies work for any budget, whether it's $500 or $5 million. I invite you to use these proven methods too. Click the link in the description and make your ads more effective. And the fourth bonus option. If you will go to Tools, Content Suitability, you will find Excluded Sensitive Content. By default, all of these options are unchecked. You have to check them in order to prevent showing your ads under tragedy, sensational, and shocking, and everything of this. If you work in some, let's say, sensitive areas, sensitive niches, sometimes these options can give you actually good results. But if you work with white hat, usual conventional business, I would recommend always exclude this sensitive content in order to increase efficiency of your ads and decrease cost per acquisition. In this video, I'm going to show you very simple, very short setup for effective Google Ads lead gen advertising. If you're familiar with targeting in Facebook, Instagram, you will see that this approach very, very similar. And in fact, this approach will give you more high-quality leads than Facebook and Instagram targeting, but with a little bit higher price. So a little bit higher cost per acquisition, but higher quality, better leads. These leads will have higher average order volume, and these leads will give you higher ROAS. So let's dive into Google Ads settings. Now, I don't want to concentrate on every single nuance. I just want to give you overall concept, overall idea about this setup. You need to choose Demand Gen type of campaigns, deselect TV screens, and deselect Google Display Network at the campaign level. Also, you need to set up at campaign level country where you want to— or region where you want to show your ads and the language of your customers. On the next step, when you will set up ad group, choose one single option—Discover. Discover is the internal Google network. Google doesn't include this network into Google Display Network. That's why in Discover network we can see much higher quality of leads than in Google Display Network. So choose Only one channel, Discover. Leave the Audience option blank, so wide audience, broad audience without any limitations. And turn off Optimized Targeting. Small piece of advice regarding audiences. If you have quite specific product, for example, only for one gender or for one age group or only for narrow audience, in this case, I would recommend you to set up the audience. But if you have quite broad product that can be sold to any customer, any gender, any age, any interest, I highly recommend you initially start with the blank audience. And the best part, when you create the ad, it's enough to you to create only image type of ad without videos, without carousel, and so on. Only image. Just upload to this ad photos of your product or your service or yourself if you are an expert. And add headlines and description about your product. As you can see, in my case, it's just my photos and descriptions what I, what I'm offering. Also, one important thing, always deselect the videos and adaptive layouts because From your photos, from your headlines, Google could generate video ads, and these video ads will look not so fancy as you can imagine, uh, if we compare with properly edited, properly recorded videos. So our main goal now not to create like very wide fancy ads, but to test demand gen with the setup that I've offered you. So only one channel—Discover. Only one type of ads—Image. Broad ads, if it's acceptable for your offer. And give several days to this setup to learn and to start advertising. And you will see that you will start to receive leads, conversions. Campaign will be initially 5-7 days in learning phase, and you could think that cost per acquisition is quite high and you will want to stop the sets. My advice: wait until the end of the learning phase and only then change the bidding strategy from Maximize Conversion to Target CPA and gradually, step by step, decrease the target CPA before you will receive— before you will hit your KPI for this parameter. So use this simple setup and let me know in the comments section if you are happy with pieces of advice, with ideas that I share with you on this channel. See you.