In the ever-evolving world of digital marketing, Google Ads continues to introduce innovative campaign types to help businesses reach their target audiences more effectively. Two such campaign types are Demand Gen campaigns and App Campaigns. This article will provide a detailed overview of these campaigns, their features, benefits, and best practices for implementation. Additionally, we’ll include tables for better clarity and provide targeted keywords for SEO optimization.

1. Demand Gen campaigns: A Comprehensive Overview

What Are Dimension Campaigns?

Dimension campaigns are a newer campaign type within the Google Ads ecosystem designed to create desire across top-of-funnel (TOFU), middle-of-funnel (MOFU), and bottom-of-funnel (BOFU) audiences. These campaigns leverage visual ad placements across Google’s properties, similar to social media platforms like Meta (Facebook), Pinterest, and others.

Key Features of Dimension Campaigns

• Audience Targeting: Utilizes lookalike audiences and affinity audiences to find users similar to past customers or those interested in your niche.
• Visual Appeal: Focuses on visually engaging ad placements across YouTube, Gmail, Discover Feed, and more.
• Brand Recognition: Boosts brand recall by displaying ads across multiple Google properties at lower CPMs (Cost Per Thousand Impressions) and CPCs (Cost Per Click).
• Advanced Reporting: Includes tools like conversion path reports, data-driven attribution, brand lift, and conversion lift to measure performance.

Where Do Dimension Campaigns Appear?

Dimension campaigns can be found across the following Google properties:

Platform	Ad Placement
YouTube	YouTube Shorts, In-stream ads, Discover Feed, YouTube homepage
Gmail	Promotional ads within the Gmail inbox
Discover Feed	Ads within the Google Discover Feed

Transition from Discovery Campaigns to Demand Gen

Dimension campaigns are an evolution of Discovery Campaigns, now rebranded as Demand Gen. Key upgrades include:

• Enhanced Audience Targeting: Device-based targeting and lookalike segments.
• Improved Ad Experiences: YouTube Shorts streaming and varied bidding strategies.
• Advanced Metrics: Top-of-funnel conversion metrics like brand lift and conversion lift.

Best Practices for Dimension Campaigns

1. Complement Existing Campaigns: Use Dimension campaigns alongside Search, Shopping, and Performance Max campaigns for a holistic marketing strategy.
2. Focus on Visual Creative: Ensure ads are visually appealing and align with your brand’s ethos.
3. Leverage Lower CPMs/CPCs: Take advantage of cheaper ad placements to reinforce brand awareness.
4. Target Both Prospecting and Remarketing Audiences: Use a mix of new and returning customers for better reach.

2. App Campaigns: Driving App Engagement and Installs

What Are App Campaigns?

App campaigns are designed to promote mobile applications across Google’s network. They focus on driving app installs, in-app actions, and pre-registrations (for Android apps).

Key Features of App Campaigns

• Automated Targeting: Uses Google’s algorithm to find relevant users based on creative signals.
• Creative Flexibility: Allows testing of different ad creatives to highlight app features and benefits.
• Performance Tracking: Measures metrics like app installs, in-app actions, and pre-registrations.

Types of App Campaigns

Campaign Type	Objective
App Installs	Drive net new app installs
In-App Actions	Track user interactions within the app (e.g., screen time, actions taken)
Pre-Registrations	Encourage users to pre-register for Android apps (e.g., waitlist apps)

Best Practices for App Campaigns

1. Highlight Key Features: Use creatives to emphasize the app’s unique features and benefits.
2. Promote Offers: Include special offers like “Download Now and Get Access” to incentivize installs.
3. Leverage Social Proof: Showcase the number of reviews and installs to build trust.
4. Optimize Creatives: Test different ad formats (images, videos) to see what resonates with your audience.

3. How Dimension and App Campaigns Fit into Your Marketing Strategy

Complementary Roles

• Dimension Campaigns: Focus on brand awareness and recall, targeting users across the funnel.
• App Campaigns: Drive specific actions like app installs and in-app engagement.

Integration with Other Campaign Types

Campaign Type	Role
Search Campaigns	Capture high-intent users actively searching for your product/service.
Shopping Campaigns	Promote products directly within Google Shopping.
Performance Max	Maximize reach across all Google properties with automated optimization.
Dimension Campaigns	Reinforce brand awareness and target mid-funnel audiences.
App Campaigns	Drive app-specific actions like installs and engagement.

4. Key Metrics to Track

Dimension Campaign Metrics

• Brand Lift: Measures the impact of ads on brand awareness.
• Conversion Lift: Tracks incremental conversions driven by ads.
• CPM/CPC: Monitors cost efficiency of ad placements.

App Campaign Metrics

• App Installs: Number of new app downloads.
• In-App Actions: User interactions within the app.
• Pre-Registrations: Number of users pre-registering for Android apps.

Conclusion

Dimension and App campaigns are powerful tools within the Google Ads ecosystem, each serving unique purposes. Dimension campaigns excel in building brand awareness and targeting users across the funnel, while App campaigns are ideal for driving app-specific actions like installs and engagement. By integrating these campaigns into your broader marketing strategy, you can achieve a balanced approach that maximizes reach, engagement, and conversions.

By leveraging the insights and best practices outlined in this article, you can optimize your Google Ads campaigns for better performance and ROI.