“Your conversions are only from remarketing audiences!”
The most common sentence we hear when launching Demand Gen with combined audiences (remarketing + acquisition).
Then we faced a situation where we were testing a separate acquisition-only video campaign.
To minimize overlap with the ongoing Demand Gen campaign, we decided to limit Demand Gen to remarketing only by turning off acquisition audiences and optimized targeting. We wanted to determine the impact of acquisition audiences on Demand Gen.
Test
We switched Demand Gen into a mode:
- remarketing only,
- no acquisition,
- no optimized targeting,
- no change in budget or bidding.
The video campaign ran in the opposite direction – only to the acquisition audience, with remarketing excluded.
Results
After restricting Demand Gen, performance noticeably worsened:
A comparison of costs and reach showed that Demand Gen provided high-quality reach, also through acquisition.
Conclusion
The test confirmed that Demand Gen is a key source of high-quality reach. Its limitation caused an immediate drop in impressions, conversions, and a lower ROAS.
Demand Gen + Remarketing + Acquisition = an effective combination for building brand and performance.
Want to know more? On 6Clickz Podia, you can find our complete range of courses and scripts – everything you need to manage your campaigns more effectively.
