Google Ads Optimisation Tips: How to Improve Video and Demand Gen Campaign Performance
Jan 08, 2025Are you running video or Demand Gen campaigns in Google Ads? These campaign types interrupt viewers during their online journeys, making ad quality and clear messaging essential for success. In this post, we’ll cover key optimisation actions, critical metrics to monitor, and strategies to scale your campaigns effectively.
Why Video and Demand Gen Campaigns Require Optimisation
While video and Demand Gen campaigns serve different purposes, both require a strong foundation in messaging and creative. Successful campaigns captivate attention, drive conversions, and set the stage for scaling.
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Key Metrics to Track for Success
Monitoring the right metrics can make or break your campaigns. Two critical ones are:
Video Play Rates
This metric measures how well your videos retain viewer attention. Here’s how to track it:
- Go to your Google Ads dashboard and customize columns.
- Search for "25%" to add the "Video played to 25%" metric.
Ads with strong engagement rates, such as a 25% or higher play rate, are more likely to convert. Pause ads with lower play rates to focus on top performers.
Conversion Rates
Track conversions to evaluate how effectively your ads drive desired actions, such as purchases or sign-ups. Ideally, aim for cost-per-conversion rates that align with your budget goals.
How to Test and Improve Your Campaigns
Optimisation is an ongoing process. Follow these steps:
- Test Multiple Variations: Run different video creatives to identify which resonates most with your audience.
- Iterate on Hooks and Messaging: Experiment with engaging hooks and calls-to-action.
- Balance Video Length: Shorter videos often achieve higher play rates, while longer ones may deliver better conversions. Find the sweet spot based on your campaign goals.
Scaling Successful Campaigns
Once you’ve identified high-performing ads:
- Scale your budget gradually while monitoring performance metrics.
- Allocate resources toward campaigns with low cost-per-conversion rates and high engagement.
FAQ: Google Ads Video and Demand Gen Campaigns
What are Demand Gen campaigns in Google Ads?
Demand Gen campaigns engage users across platforms like YouTube, Gmail, and Discovery ads to generate demand for your products or services.
How can I improve video play rates in Google Ads?
Focus on creating engaging hooks, keeping videos concise, and testing multiple ad variations to see what resonates with your audience.
