Create a Demand Gen line item

A Demand Gen line item serves ad groups and ads in multiple formats across Google's most impactful surfaces, including YouTube, Discover, Gmail, and the Google Display Network. Demand Gen line items, like other types of line items, are managed using LineItem resources and operate based on set budget, bid strategy, and targeting. There are also settings specific to Demand Gen line items available in the demandGenSettings field.

Demand Gen line items have child resources called ad groups. Ad groups provide another level of control under the individual line item.

Choose configurations

Before creating a Demand Gen line item, review and decide on relevant settings.

For Demand Gen line items:

  • lineItemType must be set to LINE_ITEM_TYPE_DEMAND_GEN.
  • bidStrategy must be set using the BiddingStrategy object's demandGenBid field.
  • budget must be set to a fixed amount at the line item level and can't be inherited from the parent insertion order.
  • demandGenSettings is used to set configurations specific to Demand Gen line items. The geoLanguageTargetingEnabled field of the DemandGenSettings object controls whether location and language targeting is set at the line item level or to individual ad groups. This field can't be updated after line item creation. Set the field to true if you prefer configuring this targeting at the line item level.
  • creativeIds shouldn't be set. Assets are directly assigned and configured in the AdGroupAd resources.

The following fields are required for Demand Gen line items and operate the same as they would in other types of line items:

The LineItem resource also has many optional fields which may be set. Read the reference documentation for more information.

Create a line item

Here's how to create a Demand Gen line item with the following settings:

  • An inherited flight and a budget of $100.
  • A partner revenue model of 0.1% of total media cost.
  • A bid strategy that optimizes towards an average cost of $10 per conversion.

  • The preference for assigning location and language targeting directly to ad groups under the line item.

Python

# Provide the ID of the parent advertiser.
advertiser_id = advertiser-id

# Provide the ID of the parent insertion order.
insertion_order_id = insertion-order-id

# Provide the display name of the line item.
display_name = display-video

# Provide the Floodlight activity ID to use for conversion tracking.
floodlight_activity_id = floodlight-activity-id

# Provide whether the line item will serve EU political ads.
contains_eu_political_ads = contains-eu-political-ads

# Create a line item object with example values.
line_item_obj = {
    "insertionOrderId": insertion_order_id,
    "displayName": display_name,
    "lineItemType": "LINE_ITEM_TYPE_DEMAND_GEN",
    "entityStatus": "ENTITY_STATUS_DRAFT",
    "flight": {"flightDateType": "LINE_ITEM_FLIGHT_DATE_TYPE_INHERITED"},
    "budget": {
        "budgetAllocationType": "LINE_ITEM_BUDGET_ALLOCATION_TYPE_FIXED",
        "maxAmount": 100000000
    },
    "pacing": {
        "pacingPeriod": "PACING_PERIOD_FLIGHT",
        "pacingType": "PACING_TYPE_EVEN",
        "dailyMaxMicros": 10000,
    },
    "partnerRevenueModel": {
        "markupType": (
            "PARTNER_REVENUE_MODEL_MARKUP_TYPE_TOTAL_MEDIA_COST_MARKUP"
        ),
        "markupAmount": 100,
    },
    "bidStrategy": {
        "demandGenBid": {
            "type": "DEMAND_GEN_BIDDING_STRATEGY_TYPE_TARGET_CPA",
            "value": "10000000"
        }
    },
    "conversionCounting": {
        "postViewCountPercentageMillis": "100000",
        "floodlightActivityConfigs": [
            {
                "floodlightActivityId": floodlight_activity_id,
                "postClickLookbackWindowDays": 90,
                "postViewLookbackWindowDays": 90
            }
        ]
    },
    "containsEuPoliticalAds": contains_eu_political_ads,
    "demandGenSettings": {
        "geoLanguageTargetingEnabled": False
    }
}

# Build and execute request.
response = (
    service.advertisers()
    .lineItems()
    .create(advertiserId=advertiser_id, body=line_item_obj)
    .execute()
)

# Display the new line item.
print(f"Demand Gen line Item {response['name']} was created.")
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