Demand Gen

Amplify your brand

and drive demand

Q2/Q3’2023
 Proprietary + Confidential

Grow demand
to drive sales
today and tomorrow Opportunity
to Grow
Generating demand
ensures you don’t hit a
“sales ceiling.” Influence
consumers in the mid-ḣunnel
to create consistent ḣuture
demand and drive sales
growth. Time

Demand Sales without Added Investment Demand You Create

Source: Rethinking brand ḣor the rise of digital commerce, WARC, 2021
 Proprietary + Confidential

Social and digital usage

is changing:
Growing competition for attention
50%
Audience fragmentation across more platforms

Emergence of short-form video

of consumers watched
an online video before
making a purchase in Q4 ‘22
compared to 34% in 2019

Source: Google, Messy Middle and Economic Uncertainty Consumer Study, 2023.
 Proprietary + Confidential

Consumers are considering

purchases more than ever Awareness

out

1 of
3 48% 3X
consumers of customers Increase in likelihood
are spending more are happy to of purchase ḣor
time making switch providers brands in a
decisions and
ḣor a better deal 2 consumer’s initial
considering
consideration set 3
more brands 1
Conversion

Sources: (1) Google Ipsos Consumer Continuous. (2) Google, Material Research Study, n=2,000,
Nov. 2022. (3) McKinsey & Company
 Proprietary + Confidential

INTRODUCING

Demand Gen
campaigns
Find and convert consumers with immersive, Proprietary + Confidential

relevant, and visual creatives that grab attention and

drive conversions in the right moment

YouTube Shorts
YouTube in-stream YouTube Feeds Discover Gmail
Demand Gen combines Google & YouTube touchpoints Proprietary + Confidential

to grab attention and spur action

Expanded Impact Tailored

Ad-Experiences
Access to YouTube & Google’s most immersive, personalized touchpoints
Multi-ḣormat on YouTube including Shorts, Discover and Gmail
Reach 3B+ users Audience-first creatives that drive demand AI-Powered Bidding
50B+ global daily views on Shorts New! Lookalike audiences
Creative A/B Experiments
& Measurement
New campaign setup
Future-proof tools to measure
Product ḣeeds
the full value of campaigns
Video & image ads in one campaign
● Conversion, Value-based, Max
Clicks bidding
● Search Lift, Brand Lift, Conversion Lift
● Data-Driven Attribution
 Proprietary + Confidential

Expanded Impact

YouTube’s audience is the

largest and most
engaged

of users 18 - 24 watch video on

YouTube, vs. 66% on Instagram and
63% on TikTok Users spend 46 min/day
with YouTube,
vs. 37.1 min/day with TikTok
 Proprietary + Confidential

Source: eMarketer, “US Social Video Usage 2022 - From TikTok to Reels to Livestreaming, Video is
Driving Major Changes in Consumption Patterns”
 Proprietary + Confidential

Expanded Impact

Access the YouTube you know

but Short

YouTube Shorts has surpassed

daily views globally (1.6x vs. 2022)

Source: YouTube Internal Data, Global, April 2022 & February 2023
 Proprietary + Confidential

Expanded Impact

YouTube In- in-feed in-stream

Feed & In-

Stream

of respondents say when

shopping/browsing on YouTube
they ḣeel like they get the highest
quality information about products
 Proprietary + Confidential

Source: Google/Talk Shoppe, Feb 2022

 Proprietary + Confidential

Expanded Impact

Discover

of consumers discover new

products or brands on Google
ḣeeds

Source: Google/Ipsos, Consumer Feed Behavior Research, August 2022

 Proprietary + Confidential

Expanded Impact

Gmail

of consumers who discover new

products or brands on Google
ḣeeds took an action immediately

Google/Ipsos, Consumer Feed Behavior Research, August 2022, Online survey, US consumers aged 18+ who
browse Google feeds (Google feeds defined as: Google, Chrome, YouTube and Gmail) at least once a month and
discovered new products or brands on Google feeds. Base: Consumers n=1,263
 Proprietary + Confidential

Euro
Cup Tailored Ad Experiences
Scores

Yoga
for new Meditation
moms guides
Drive audience &
creative
customization Local
Cooking
with Demand Gen Coffee
Shops
tutorials

Google and YouTube audience solutions powered by

interest and intent to meet your goals.
 Proprietary + Confidential

Tailored Ad Experiences

Find more high value audiences with Lookalike segments

Prove impact across the entire customer journey Proprietary + Confidential

to drive consistent demand

AI-Powered Bidding & Measurement

Data Driven Brand Lift Conversion Lift

Attribution & Search Lift* based on users
Understand your Measure how your ads Prove out the true
campaign value in the drive consideration impact & incrementality
Google ecosystem

*Brand Lift and Search Lift only available ḣor YouTube inventory in beta.
Advertisers are saying Demand Gen… Proprietary + Confidential

Alpha Customer Feedback

Compares to social Captures untapped audiences

"We’re excited to be among the ḣirst Demand Gen advertisers and

"Modern
have advertisers
ḣound the campaign
are confronted
set upwith
to be
the
seamless, efficie
-Anselme Langle, Consultant Social Média & Display at Arcane ever-expanding landscape of consumer attention and as a lead
-Jeremy Frick, Chief Technology Officer, Brand Networks, an Augeo Company
It’s easy to get started with Demand Gen campaigns
Proprietary + Confidential

Beta Details
Let us know if you’d like to participate! We will be in touch to organize the ḣollowing next
steps:

1 2 3
Pre-beta brand Bring the best Be launch-ready
questionnaire to creative together by mid July
tell us more about across image + 2023!
your goals video, using multiple
aspect ratios
It’s easy to get started with Demand Gen campaigns
Proprietary + Confidential
What to expect when you get allowlisted
Proprietary + Confidential

Beta Details

Existing Customer
New Customer
If you have ran or currently running Discovery…
What changes? UI upgrades and “Discovery” is relabeled to “D
If you are new to Discovery / Demand Gen… What doesn’t change? Your historical Discovery stats and all D
Customer will automatically see the new Demand Gen UI experience
What’s netwith
new?unique, new ḣeatures
Run video+image available
together, Lookalike segmen
 Proprietary + Confidential

Thank you
 Proprietary + Confidential

Expanded
Impact
Access to YouTube & Google’s
most immersive, visual touchpoints
 Proprietary + Confidential

Expanded Impact

of consumers say browsing on YouTube

More likely
helps
to them
use YouTube
make purchase
ḣor researching
decisio

Sources: Google/TalkShoppe, Social Commerce and Video Shopping Study, n= 2000 video viewers 18-64 (US), fielded from 7/25/22-8/3/22. Competitive set includes video (linear TV and ad supported
streaming services) and social media platforms (Instagram, Facebook, TikTok).
 Proprietary + Confidential

Expanded Impact

No other platform has a stronger combination of user reach and engagement

YouTube: SWEET SPOT

Broadest reach
& deep user
engagement

Source: App Annie (June 2023)

 Proprietary + Confidential

Expanded Impact
Proprietary +

YouTube:
1 Most Innovative
Social Platform of 2023
“Short-form video has proliferated across
social media, but only YouTube has
meaningfully responded to the challenge…
making it its own.”
 Proprietary + Confidential
Source: Fast Company, “The Most Innovative Companies in Social Media of 2023”
 Consumers are in the right mentality on Google Feeds: Proprietary + Confidential

91% of users taken an action

Expanded Impact

What updates users look for while

scrolling... Google Social
(Net: Discover, YouTube, Gmail)

Content ḣrom friends & family 45% 81%

Content about products, brands, and

services they are researching 59% 34%

News, entertainment, and current events 71% 53%

Content related to their hobbies and interests 65% 49%

lower than Social at 95% confidence

Source: 1) Google/Ipsos, Google Feed Consumer Insights, April 2022, Online survey, US. Americans 18+ who use at least one Google Significantly higher
ḣeed (ḣeeds defined as Google app, Chrome app, YouTube, Gmail) on a mobile device monthly or more often.
 Proprietary + Confidential

Tailored
Ad
Experiences
Audience-ḣirst creatives
that drive demand
 Proprietary + Confidential

Tailored Ad Experiences

Craft stronger ads with new ad creation flow & previews

Recreate the persona you’re using on social platforms Proprietary + Confidential

with Google
Tailored Ad Experiences

Awareness
Amplify your
Google manual audiences
Audiences with

Demographics Lookalike Google’s AI

Segments
Segments Consideration Optimized
Interest-Based Your Audiences Targeting
Our powerful new
Segments
solution (exclusive
In-Market Segments Customer lists/CRM
to Demand Gen!)
Intent-Based Segments Website data
that allows you to
YouTube ḣollowers use a variety of seed
App users lists to ḣuel your Conversion
segment
Optimize your creative with A/B Proprietary + Confidential

experiments to tailor the right ad

Tailored Ad Experiences

to the right customer

Fast: Get results that you can take action on

immediately

Reliable Methodology: Run accurate tests with

VS
a representative audience and scaled sample size

Test in real ad environment: Frictionless experience

to test your hypotheses in a real ad environment
 Proprietary + Confidential

Optimizing
Performance
Fuel the funnel and measure
the full value of campaigns
Optimize for your unique goals with bidding
Proprietary + Confidential

AI-Powered Bidding & Measurement

powered by Google AI

Maximize Clicks Bidding

Get as many high value users as possible to your website, within your budget.
Optimize ḣor website traffic
Compatible with Image ads and video ads
No conversion tracking required
Optimize for your unique goals with bidding
Proprietary + Confidential
Optimize for your unique goals with bidding
Proprietary + Confidential

*Allowlisting required - Request your account team to help get allowlisted. Eligibility criteria apply.
Measure value beyond the conversion with Brand
Proprietary + Confidential

AI-Powered Bidding & Measurement

Lift & Search Lift
Measuring beyond the conversion allows you to analyze consideration metrics, helping to understand your customers’ perceptions, search im

Brand Lift Search Lift

Understand the effectiveness of your ad,

Analyze
using the
dataincreased
ḣrom surveys
likelihood
to measure
a user whether
has to search
you drove
ḣor
Prove impact through incrementality testing
Proprietary + Confidential

AI-Powered Bidding & Measurement

Understand whether an ad compelled customers to take an action and thus, prove the causal impact of Demand Gen through Google’s increm

Conversion Lift Based on Users

Test Control
Incrementality helps to understand how many more conversions occurred via showing ads on a Those
particular campaign type
who would have seen your ad
Those who
Your ad saw your ad Other ad

Measure the change in consumer behavior directly caused by exposure of an ad by randomly withholding ads ḣrom user
treatment group.

Didn’t convert Converted because

Converted regardless
of this ad of this ad
Assign the right credit across your campaigns
Proprietary + Confidential

AI-Powered Bidding & Measurement

Attribution helps you navigate and measure which interactions played a role in driving value and ḣacilitates the assignment of credit to the c

Data Driven Attribution

Data Driven Attribution creates an attribution model unique to your business that values all Google clicks and engaged

This ḣorm of measurement is important to accurately account ḣor actions that were taken beyond last click that
helped contribute to the end conversion.
 Proprietary + Confidential

Demand Gen
Shopping
 Proprietary + Confidential

Shoppable Demand Gen

PLATFORMS TO RESEARCH
A PRODUCT & MAKE A DECISION

People turn to
YouTube when 41%

shopping every 23% 22%

17%
13%

day 8%

YouTube is the 1 platform

used to research a product/brand
or make a decision about a
purchase.
 Proprietary + Confidential

Source Google/TalkShoppe, Social Commerce and Video Shopping Study, n= 2000 video viewers 18-64 (US), ḣielded ḣrom 7/25/22-8/3/22. Competitive set includes video (linear TV and ad supported streaming
services) and social media platforms (Instagram, Facebook, TikTok).
 Proprietary + Confidential

Shoppable Demand Gen

SHOP WITH ME HOW-TO TUTORIALS

YouTube Creators are
trusted influencers who
drive shopping intent
Almost a third of Americans say they
purchase items based on influencer UNBOXING PRODUCT DROPS

recommendations at least 1x a week.

87% of viewers say YouTube creators

give advice they can trust.

Source (1): Densu Social Commerce Study, 2022

Source (2): Google/Talk Shoppe, Video Research Study, US, 2022, n=2000 video watchers, July-August 2022
 Proprietary + Confidential

Shoppable Demand Gen

Brands and retailers

can enjoy a “halo
effect” on YouTube
People trusted a brand much more when they
saw it on a platform they trusted.
 And they’re also shopping on our personalized Proprietary + Confidential

Shoppable Demand Gen

feed experiences

of consumers have discovered new

consumers
products
say
orthey
brands
have
onpurchased
a ḣeed. som

Google/Ipsos, Consumer Feed Behavior Research, August 2022, Online survey, US consumers aged 18+ who browse feeds (feeds defined as: Google, Chrome, YouTube, Gmail, Facebook, Instagram, TikTok,
Twitter, and Pinterest) monthly or more often. Base: Consumers n=2,000
Demand Gen Shopping: Shoppable video & image Proprietary + Confidential

ads together in one solution

Shoppable Demand Gen

YouTube Shorts YouTube in-stream YouTube Feeds Discover Gmail

 Proprietary + Confidential

Best
Practices
Beta Best Practices Overview Design wip
Proprietary + Confidential

Conversion Health Campaign Structure Bidding Strategy

What Are Demand Gen Conversion Setup

Appify & Deep Linking
Sitewide Tagging
Learning Period
Ad Group Consolidation
tROAS and tCPA
Max Conversions
Beta best practices? Enhanced Conversions
Data Driven Attribution (DDA)
Dynamic Product Ads (DPA) Max Clicks
Bid Strategy Report

Beta Best Practices are our recommended

Budget Setting Creatives Audiences
strategies ḣor ensuring your campaigns Image Creatives Optimized Targeting
Total Budgets Video Creatives
are set up ḣor success. These best tCPA Image + Video
Customer Match/1P
practices span across conversion health, Max Conversions Creative Variants In-Market
tROAS Text and Captions Lookalikes
campaign structure, bidding, budget Experiments X-Campaign Audiences
Policy
setting, creatives, and audiences.
Beta Best Practices: Conversion Health Proprietary + Confidential

1 Conversion Setup Use Google Ads conversion tracking tags across your entire site
Include the Conversion Tracking event on the ḣinal conversion page

2 Appify & Deep Linking Include Firebase app conversions in ‘account level goals’

3 Sitewide Tagging
Set up the Global Site Tag and use it on every page of your site

4 Max Clicks If you’re looking to drive site visits, use Max Clicks which does not require conversion tracking setup
Setup

5 Enhanced Conversions
Get the most accurate, privacy-safe reporting with Enhanced Conversions

6 DDA
Use Data Driven Attribution (DDA) ḣor GACT and GA conversion actions
Beta Best Practices: Campaign Structure Proprietary + Confidential

1 Learning Period Avoid making changes to campaign construction ḣor 2 weeks after launch
Wait ḣor at least 50 conversions at the ad group level before making any changes to campaign
construction
When modifying your campaign tCPA, limit bid changes within +/- 20% at a time

2 Ad Group Consolidation Include all relevant audience themes in the same ad group – our model learns at the ad group level, so
consolidating audiences at this level (vs. breaking out new campaigns/ad groups ḣor each audience)
improves performance
Use the Asset Report to identify top and bottom performing assets, and use the Ad Strength metric in
that report to ensure your ads meet best practices.

3 Dynamic Product Ads If your client has a GMC ḣeed, use Dynamic Product Ads
If your client does not have a GMC ḣeed, implement sitelinks
DG Beta-BPs: Bidding Proprietary + Confidential

Strategy

1 tROAS and tCPA If you have run Demand Gen or Discovery campaigns before and know your tCPA or tROAS goal, start
with tCPA or tROAS bidding right away
Use the new in-UI tCPA Scaling Simulator to interact with % based bid increments with traffic estimates

2 Max Conversions If you are new to Demand Gen or Discovery campaigns, or you don’t have a specific tCPA goal in mind,
you should start your campaigns with Max Conversions bidding and shift to tCPA bidding after 50
conversions
Or, if your primary goal is to drive as many conversions as possible, start with Max Conversions bidding

3 Max Clicks Max Clicks helps drive relevant traffic to your website and requires no conversion tracking setup. It will
automatically adjust your bids to help you get as many clicks as possible within your budget. No
minimum budget is required.

4 Bid Strategy Use the Bid Strategy Report to see tailored metrics to show you what’s most relevant to each type of bid
Report strategy, as well as other important data like your bid strategy status, average target, conversion delay,
and top signals
Beta Best Practices: Budget Setting Proprietary + Confidential

1 Total Budgets
Recommended minimum budget is $100-500 per day, per ad group
Ad groups with >50 conversions perform better
If a campaign is limited by budget, use Performance Planner to optimize budgets

2 tCPA
Set a daily budget that is at least 15x tCPA

3 Max Conversions Set a daily budget of at least 15x expected average CPA, or minimum $100 per day, per ad group
(whichever is greater)
Use the in-UI budget simulator ḣor Max Conversions campaigns to interact with simulations at
various budgets with traffic estimates

4 tROAS Use previous 30-day ROAS and adjust after 50 conversions

Set a minimum budget that = 20 x (avg. order value / tROAS)
Beta Best Practices: Creatives
Proprietary + Confidential

1 Image Creatives Tell your brand’s story with quality, compelling images

2 Video Creatives Use ABCD creative guidance

Repeat the CTA and ensure it’s echoed in the voiceover and overlaid graphics

3 Image + Video Prioritize and use assets that perform across inventory
Think mobile-ḣirst when selecting assets

4 Creative Variants Maximize reach by following the “Rule of 3” and including:

All aspect ratios ḣor image (portrait, square, landscape)
All aspect ratios ḣor video (square, landscape, vertical)
3 descriptions and 3 headlines

5 Text and Captions Use <100 characters in your ad and have text overlay occupy <20% of images

6 Experiments Use A/B experiments to test different creatives & how they resonate with target audiences

7 Policy Follow our creative guidelines ḣor Image & Text, and ḣor Video
Beta Best Practices: Audiences
Proprietary + Confidential

1 Optimized Targeting
Turn on Optimized Targeting ḣrom Day 1 to add scale and efficiency

2 Customer Match/1P Use your online and offline data to reach and re-engage with your existing customers, and audiences who
have engaged with your company already
Upload Customer Match lists using match rate and match keys
Keep data ḣresh by updating ḣrequently to maximize reach

3 In-Market
Ensure at least one campaign in the account is targeting in-market audiences

4 Lookalikes We encourage all accounts to use/test Lookalike Audiences, but have not collected enough data yet to
assign a ḣirm best practice

5 X-Campaign Audiences Re-use top performing audiences across campaigns, and ḣocus on audiences that are more likely to
convert based on past performance
 Proprietary + Confidential

Appendix
 Roadmap at a Glance Proprietary + Confidential

All timelines & ḣeatures subject to change

Demand Gen Features

(Available by Q3 beta)

● YouTube ● Discover
Expanding Impact ○ Shorts ● Gmail
○ In-Stream ○ Social tab
○ Home, Search & Watch Next ḣeeds ○ Promotions tab

● Video and image ads in one campaign

Tailored Ad Experiences ● Creative asset reporting
● Product ḣeeds
● A/B Experiments
● All Google audiences (+ New Lookalike Audience)
● Redesigned ad creation ḣlow + previews
● Device targeting* (coming later)

Optimizing Performance ● Bidding to conversions, conversion value, CPA, ● Brand Lift and Search Lift (only
ROAS, or clicks available on YT inventory at this time)
● Data driven attribution & conversion path reports ● Ad-group budget caps* (coming later)
● Unique Reach ● 3P API solutions* (coming later)
● Conversion Lift* (available on all surfaces ḣor image + ● Performance & Reach Planner* (coming
video, internal-only access until Q4 GA) later)
* Features not available until Q4 GA

The purpose of this presentation is to provide better visibility into our current product plans and timelines, and contains ḣorward-looking statements. While we always strive to meet the timelines
you will see, this is not an official commitment, rather our current best estimate and subject to change.
Video ads in Discover Proprietary + Confidential

Expanded Impact
 Proprietary + Confidential

Extend social strategy

Demand Gen campaigns

Tailor your top performing creatives to unique lookalike
audience segments and preview them in Google Ads
● Social-buying ḣlow
● Creative A/B experimentation
Grow performance ● Look-alike audiences
across channels

AI-powered Search and Performance

Build consideration
Max Campaigns

Demand Gen campaigns Video view campaigns

Fuel the ḣunnel by driving site
Optimize ḣor views on all
traffic & actions with qualified
YouTube placements/ḣormats
audiences to increase likelihood
● Optimize ḣor views
they’ll convert - and measure the
● In-stream, in-ḣeed, shorts
impact
● Max-clicks bidding
● Brand Lift / Search lift / Conversion lift
● Data driven attribution
 Proprietary + Confidential

Consumer
Shoppable Demand Gen

Discovering
brands on YouTube

85% of shoppers who use YouTube

in their purchase journey have
made or plan to make a repeat
purchase from the brand.

Source: Google/Talk Shoppe, Social Commerce and Video Shopping Study, n= 2000 video viewers 18-64 (U.S.),
ḣielded ḣrom 7/25/22-8/3/22. Competitive set includes video (linear TV and ad-supported streaming services) and
social media platforms (Instagram, Facebook, TikTok).