Diving into the world of digital marketing, I’m thrilled to sit down with Anastasia Braitsik, a globally recognized leader in SEO, content marketing, and data analytics. With her deep expertise in navigating the ever-evolving landscape of online advertising, Anastasia offers unparalleled insights into Google Ads and demand generation strategies. Today, we’ll explore how Google’s Demand Gen campaigns are reshaping the way brands connect with audiences, the importance of visual storytelling, the intricacies of audience targeting, and the critical role of testing and patience in achieving long-term success. Let’s uncover how marketers can adapt to a visual-first, discovery-driven world and build lasting brand awareness.
Can you explain what Google’s Demand Gen campaigns are and how they stand out from traditional search advertising?
Absolutely. Google’s Demand Gen campaigns are designed to reach users who aren’t actively searching for a product or service but are instead passively browsing across Google’s visual platforms like YouTube, Gmail, and Discover. Unlike traditional search advertising, which targets users with clear intent through keywords, Demand Gen focuses on sparking interest and building awareness early in the customer journey. It’s more akin to social media advertising but leverages Google’s massive network and advanced targeting capabilities. This approach helps brands intercept potential customers during moments of casual content consumption, creating opportunities to influence decisions before a search even happens.
What makes the placement of Demand Gen ads on platforms like YouTube or Gmail particularly unique?
The uniqueness lies in the context and mindset of the audience on these platforms. YouTube, for instance, is a visual-first space where users are often looking for entertainment or inspiration, not necessarily to buy something. Ads here can blend into the content experience, especially with formats like Shorts. Gmail, on the other hand, reaches people in a personal, inbox environment where they’re checking promotions or updates, making it a subtle yet effective touchpoint. These placements allow advertisers to meet users where they already spend time, in environments that feel less intrusive and more integrated into their daily online habits.
How has the shift toward visual discovery changed consumer behavior and the traditional sales funnel?
The shift to visual discovery, driven by platforms like YouTube and TikTok, has fundamentally altered how consumers interact with brands. People are now more likely to stumble upon products or services through engaging videos or images rather than through a deliberate search. This flattens the sales funnel, making it less linear and more chaotic, as consumers might jump from awareness to purchase—or back to research—in unpredictable ways. It also means more touchpoints are needed before a decision is made. Visual content cuts through the noise faster, capturing attention and emotion, which influences buying behavior earlier in the journey than text-based search ads ever could.
Can you share an example of how a platform like YouTube shapes buying decisions in today’s market?
Sure, YouTube’s impact is massive. Imagine someone scrolling through Shorts and coming across a quick, engaging video of a new kitchen gadget in action. They might not have been looking for it, but the visual demonstration—seeing it slice through vegetables effortlessly—plants a seed of interest. Later, when they’re in the market for kitchen tools, that video sticks in their mind, and they’re more likely to search for that specific product or brand. YouTube’s 2.6 billion monthly users are often in a discovery mindset, and studies show they’re twice as likely to purchase something they’ve seen on the platform. It’s a powerful way to build intent before a need is even fully realized.
Why do so many advertisers struggle when they treat Demand Gen like a traditional search campaign?
The biggest issue is a mismatch in expectations. Advertisers accustomed to search campaigns are used to targeting users with high intent who are ready to convert, so they expect immediate results from Demand Gen as well. But Demand Gen operates higher in the funnel—it’s about creating awareness and interest, not closing sales on the spot. When they don’t see quick conversions, they often abandon the campaigns prematurely. It’s a mindset problem; they’re measuring success with the wrong metrics and overlooking the long-term value of building brand recognition and intent over time.
How can advertisers shift their thinking to better leverage Demand Gen for long-term impact?
It starts with resetting expectations. Advertisers need to view Demand Gen as a brand-building tool, not a direct response mechanism. Focus on metrics like reach, engagement, and view-through conversions rather than just last-click ROI. It’s also about patience—give campaigns time to compound, often 60 to 90 days, to see how awareness translates into branded searches or downstream conversions. Think of it as planting seeds: you’re nurturing interest that might not bloom into a sale for weeks or months, but when it does, the impact is significant because you’ve already established trust and familiarity.
Why is visual storytelling so essential for success in Demand Gen campaigns?
Visual storytelling is the language of today’s consumer. With attention spans shrinking and content consumption becoming increasingly visual, images and videos are the most effective way to stop the scroll and make an impression. On platforms like YouTube, viewers are four times more likely to use the platform to discover new products. A compelling visual narrative can grab attention, evoke emotion, and create a memorable connection with a brand in just a few seconds. Without it, you’re not speaking to your audience in a way that resonates or sticks with them amidst the endless stream of content they encounter daily.
Can you break down the four-part framework for creating effective visuals in Demand Gen campaigns?
Of course. The framework is a practical guide to crafting visuals that work. First, grab attention immediately—within the first three seconds, you need a hook that stops someone from scrolling past, like a striking image or bold statement. Second, build brand recognition by maintaining consistent visuals, colors, or logos across all placements so your brand becomes familiar over time. Third, create emotional resonance—make the viewer feel something, whether it’s excitement, nostalgia, or curiosity, to forge a deeper connection. Finally, provide clear direction with a call-to-action, like ‘Learn More’ or ‘Shop Now,’ so they know what to do next. Together, these elements ensure your content isn’t just seen but remembered and acted upon.
When it comes to testing creative assets, what should advertisers prioritize to find out what resonates most?
Testing is crucial because not all creative works the same way for every audience or placement. Start by experimenting with different content types—educational videos for awareness, testimonials for consideration, or product-focused ads for conversion. Track which performs best at each stage of the funnel. Also, test variables like hooks or formats, such as vertical versus horizontal videos, to see what captures attention. The key is to isolate one variable at a time so you can pinpoint what’s driving results. And don’t rush—let tests run long enough to gather meaningful data before making changes.
Why is it important to test creative separately across different placements like YouTube and Gmail?
Each placement has a unique user context and behavior. On YouTube, people are often in a relaxed, entertainment-focused mindset, so a humorous or visually dynamic ad might perform well. In Gmail, users are scanning emails, often with a transactional mindset, so a more straightforward, offer-driven creative might resonate better. Testing separately helps you understand how the environment influences engagement and ensures you’re optimizing for the specific nuances of each platform. A one-size-fits-all approach rarely works because the audience’s headspace and intent vary so much across these spaces.
How should advertisers approach defining and targeting audiences for Demand Gen campaigns?
Defining your audience starts with asking fundamental questions: Who are they? What message do you want to convey? Where are they consuming content? And why should they care about your brand? This helps create a clear picture of who you’re talking to. From there, segment audiences based on their stage in the funnel—awareness, consideration, or conversion—and tailor messages to nudge them to the next step, not force a sale. Use Google’s tools like custom audiences, built from keywords or URLs, and lookalike audiences to expand reach to similar prospects. The goal is precision—reaching the right people with the right message at the right moment in their journey.
What are your thoughts on the future of visual discovery and Demand Gen in shaping digital marketing?
I believe visual discovery and Demand Gen are just the beginning of a broader shift in digital marketing. As consumer attention continues to fragment across platforms, and as visual content becomes even more dominant with advancements like AI-generated imagery or immersive formats, brands that master discovery-driven advertising will have a significant edge. Demand Gen will likely evolve with even smarter targeting and creative optimization, making it easier to personalize at scale. My forecast is that within the next few years, we’ll see an even tighter integration of visual storytelling and data-driven strategies, blurring the lines between organic and paid content. Advertisers who adapt now—focusing on creativity, patience, and audience insights—will be the ones leading the pack.
