Demand Gen campaigns with product feeds

  • Demand Gen campaigns can utilize a Google Merchant Center product feed to create product ads.

  • Creating Demand Gen product ads involves associating a Merchant Center account, creating supported ad types, and using ListingGroup criteria to manage which products are included.

  • These steps can be done during campaign creation or added to an existing campaign later.

  • Three ad types are supported for Demand Gen product ads: DemandGenMultiAssetAd, DemandGenVideoResponsiveAd, and DemandGenProductAd.

  • Using listing groups allows for partitioning and managing products included in Demand Gen product ads for reporting purposes.

You can use your Google Merchant Center (GMC) product feed to create product ads in your Demand Gen campaigns.

To do so, complete the following steps:

  1. Associate a Google Merchant Center account with a Demand Gen campaign using CampaignService.
  2. Create an ad group and one or more supported ad types using AdGroupService and AdGroupAdService.
  3. Use ListingGroup criteria with AdGroupCriterionService to control which products in your feed are included in the ad group.

You can perform these steps during campaign creation or apply them later to enable product ads on an existing Demand Gen campaign.

Associate a Merchant Center account with a Demand Gen campaign

Complete the following prerequisites:

  • Obtain the ID of the Merchant Center account that contains the products to advertise.
  • Verify that the Merchant Center account is linked to the Google Ads account.

To associate a Merchant Center account with a Demand Gen campaign, attach a ShoppingSetting to your Campaign and configure:

  • merchant_id: Set to the ID of the Merchant Center account containing the products to advertise.
  • feed_label: (Optional) Set to the feed label string if you want to target a specific product feed within the Merchant Center account.

Create ads

Demand Gen product ads support three ad types through AdGroupAdService:

  • DemandGenMultiAssetAdInfo: Includes marketing images (marketing_images, square_marketing_images, portrait_marketing_images, tall_portrait_marketing_images) that serve as fallback creatives when product details can't be shown.
  • DemandGenVideoResponsiveAdInfo: Adds video assets (videos) to product ads to expand reach across YouTube placements. Requires business_name (and starting in v24, videos and logo_images).
  • DemandGenProductAdInfo: Renders product-only ad formats using feed data alongside headline, description, logo_image, and business_name.

Depending on the ad type, you must provide text and image assets (such as headlines/headline, descriptions/description, logo_images/logo_image, and business_name). Refer to the reference documentation for each ad type and the Demand Gen asset guidelines and best practices when constructing your ads.

Restrict which products are included in the ad group

Just as with Shopping campaigns, you can create a tree of listing group criteria (ListingGroupInfo) using AdGroupCriterionService to partition your products across dimensions (starting with a root UNIT or SUBDIVISION node) and include or exclude specific product groups.

We recommend including at least one root listing group criterion in each Demand Gen product ad group, even if it targets all products (UNIT at the root), to enable complete product-level reporting.

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