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Revel Demand Gen POV & Client Strategy Framework

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Executive Summary

For Revel clients, Demand Gen serves as the crucial bridge between awareness and conversion; reaching over 3 billion monthly users when they're in research mode, not search mode.

Demand Gen works best for clients with strong conversion tracking, visual assets, and Demand Gen budgets of $3,000+ monthly ($100/day minimum) who want to scale beyond search campaigns and compete with social media reach.

The Revel Way: When to Push Demand Gen

 Strong Candidates for Demand Gen:

  • E-commerce brands with product feeds and visual inventory

  • Service businesses with video testimonials/case studies

  • Brands expanding beyond search who've maxed out converting tactics 

  • Clients seeking social-like reach at potentially lower CPAs than Meta

  • Companies with customer data for effective lookalike targeting

  • Businesses with longer sales cycles (30+ days consideration period)

 Poor Fit for Demand Gen:

  • Brands without conversion tracking setup

  • Clients with budget constraints (<$3,000/month)

    • If you are already limited to budget on converting campaigns, DG may not be a good fit. Capture the existing demand FIRST, expand demand with DG 

  • Industries with strict compliance requirements

Creative Strategy & Asset Framework

Asset Performance by Client Type & Industry

 General Performance Hierarchy:

  1. Video + Image Combined: Early data suggests improved performance vs. video-only

  2. User-Generated Content (UGC): Native-looking content typically outperforms polished ads

  3. Product Feed Integration: Google reports potential conversion lifts when enabled

Format-Specific Strategies by Industry Vertical

ECOMMERCE VERTICALS

Beauty & Skincare:

  •  Video Priority: Before/after transformations, application tutorials, ingredient spotlights

  •  Image Focus: Close-up product shots, lifestyle imagery, color swatches

  •  Carousel Best Use: Multi-step routines, product collections, shade ranges

  •  Recommended Mix: 60% video, 40% image (beauty is highly visual)

  •  Creative Strategy: UGC testimonials, influencer partnerships, problem-solution narratives

Fashion & Apparel:

  •  Video Priority: Styling videos, fabric texture close-ups, 360° product views

  •  Image Focus: Lifestyle shots, outfit combinations, detail shots

  •  Carousel Best Use: Complete outfit builds, size/fit guides, seasonal collections

  •  Recommended Mix: 50% video, 50% image (balanced approach)

  •  Creative Strategy: Street style inspiration, seasonal trends, size inclusivity

Footwear:

  •  Video Priority: Comfort demonstrations, styling versatility, durability tests

  •  Image Focus: Detail shots (materials, sole, hardware), lifestyle contexts

  •  Carousel Best Use: Different angles of same shoe, outfit pairings, size charts

  •  Recommended Mix: 40% video, 60% image (product details crucial)

  •  Creative Strategy: Activity-based messaging, comfort testimonials, style versatility

Fragrances:

  •  Video Priority: Mood/emotion storytelling, ingredient origins, application methods

  •  Image Focus: Lifestyle imagery, bottle aesthetics, ingredient visuals

  •  Carousel Best Use: Fragrance families, scent pyramids, occasion-based usage

  •  Recommended Mix: 70% video, 30% image (scent needs emotional storytelling)

  •  Creative Strategy: Emotional narratives, seasonal moods, memory associations

B2B & SERVICE VERTICALS

Construction & Home Services:

  •  Video Priority: Project timelapses, before/after reveals, process demonstrations

  •  Image Focus: Portfolio work, team photos, equipment/tools

  •  Carousel Best Use: Project stages, service offerings, team introductions

  •  Recommended Mix: 60% video, 40% image (results need to be shown)

  •  Creative Strategy: Trust-building, local testimonials, expertise demonstration

Education & Training:

  •  Video Priority: Course previews, instructor introductions, student success stories

  •  Image Focus: Campus/facility shots, student life, credential highlights

  •  Carousel Best Use: Course curriculums, faculty highlights, career outcomes

  •  Recommended Mix: 55% video, 45% image (education benefits from explanation)

  •  Creative Strategy: Future-focused messaging, ROI of education, accessibility

Travel & Hospitality:

  •  Video Priority: Destination tours, experience highlights, guest testimonials

  •  Image Focus: Scenic views, amenities, food/dining experiences

  •  Carousel Best Use: Multi-day itineraries, room types, activity options

  •  Recommended Mix: 65% video, 35% image (experiences best shown in motion)

  •  Creative Strategy: FOMO creation, seasonal opportunities, unique experiences

Format Performance Guidelines by Business Model

ECOMMERCE-SPECIFIC RECOMMENDATIONS:

E-commerce Creative Priorities:

  1. Product-focused content (70% of assets)

  2. Lifestyle/usage context (20% of assets)

  3. Brand/company story (10% of assets)

B2B/SERVICE-SPECIFIC RECOMMENDATIONS:

B2B Creative Priorities:

  1. Problem/solution messaging (40% of assets)

  2. Social proof/testimonials (30% of assets)

  3. Company expertise/credentials (20% of assets)

  4. Product/service features (10% of assets)

Vertical-Specific Creative Strategies

HIGH-CONSIDERATION PURCHASES (Construction, Education, Travel):

  • Video Length: 30-60 seconds (longer attention spans)

  • Messaging Focus: Trust, credentials, long-term value

  • Asset Refresh: Every 8-12 weeks (longer decision cycles)

  • CTA Strategy: "Learn More" > "Get Quote" > "Buy Now"

IMPULSE/EMOTIONAL PURCHASES (Beauty, Fashion, Fragrance):

  • Video Length: 15-30 seconds (quick engagement)

  • Messaging Focus: Trends, emotions, immediate benefits

  • Asset Refresh: Every 4-6 weeks (trend-sensitive)

  • CTA Strategy: "Shop Now" > "Discover" > "Try It"

RESEARCH-HEAVY CATEGORIES (Skincare, Education, B2B):

  • Video Length: 45-90 seconds (educational content)

  • Messaging Focus: Expertise, results, methodology

  • Asset Refresh: Every 6-8 weeks (evergreen content)

  • CTA Strategy: "Learn More" > "Download Guide" > "Contact Us"

Industry Benchmarking Framework

Expected Performance Ranges by Vertical:

E-commerce (Beauty, Fashion, Footwear):

  • Target CPA: 1.5-2.5x search campaigns

  • Video completion rates: 25-40%

  • CTR expectations: 1.5-3.0%

B2B Services (Construction, Education):

  • Target CPA: 2-3x search campaigns

  • Video completion rates: 35-50%

  • CTR expectations: 0.8-2.0%

Experience-Based (Travel, Hospitality):

  • Target CPA: 1.8-2.8x search campaigns

  • Video completion rates: 40-60%

  • CTR expectations: 2.0-4.0%

Note: These ranges are directional based on early adoption data and should be validated against your specific client performance.

Creative Refresh Schedule:

  • High-performing assets: Refresh every 6-8 weeks

  • Underperforming assets: Replace within 2-3 weeks

  • Seasonal content: Plan 4-6 weeks ahead for major shopping periods

Targeting & Audience Strategy

The Revel Audience Stack:

Tier 1 - Primary Targeting (Start Here):

  • Lookalike Segments: Narrow (2.5%), Balanced (5%), Broad (10%) based on customer data

  • Custom Segments: 10-15 keywords capturing intent + competitor websites

  • Website retargeting: 30-90 day windows depending on sales cycle

Tier 2 - Expansion Targeting:

  • In-Market Audiences: For active shoppers in your category

  • Life Events: For trigger-based purchases (moving, new job, etc.)

  • YouTube Video Viewers: For viewers already engaging with your content in some form

  • Affinity Audiences: Broader interests (use sparingly - Google reps recommend against heavy reliance)

 Why Google Reps Discourage Affinity Audiences:

  • Too broad, dilutes campaign learning

  • Lower conversion intent compared to custom segments

  • Better to let Optimized Targeting find relevant users

Audience Structure Recommendations:

  • Separate ad groups for prospecting vs. retargeting

  • Single campaign approach with multiple ad groups (location/language at ad group level)

  • Exclude converters from prospecting campaigns to focus on new customer acquisition

Performance & Measurement Framework

Setting Proper KPI Expectations: Demand Gen vs. Traditional Campaigns

 What Google's Data Actually Shows:

  • Demand Gen focuses on mid-funnel (generating demand) vs. search's bottom-funnel (capturing demand)

What to Actually Measure:

Week 1-2 (Learning Phase):

  • Focus on delivery and reach metrics

  • Monitor CTR and engagement rates

  • Ensure conversion tracking is working

Week 3-6 (Optimization Phase):

  • Compare CPA to your 2x benchmark

  • Analyze assisted conversions and view-through data

  • Evaluate creative performance differences

Month 2+ (Mature Performance):

  • Full attribution analysis (direct + assisted)

  • Lifetime value comparisons vs. other channels

  • Scale decisions based on blended performance

Industry-Specific Expectations:

E-commerce:

  • Target ROAS: 3:1 to 5:1 (vs. 4:1 to 8:1 for Search)

  • Average order value often 10-15% higher

  • Strong performance with product feeds

Lead Generation:

  • Focus on lead quality over quantity

  • Expect 20-30% longer sales cycles

  • Track lifetime value, not just immediate conversions

B2B/SaaS:

  • Emphasize assisted conversions

  • Track engagement metrics (video views, page depth)

  • Longer attribution windows (30-90 days)

Key Reports to Monitor:

  1. Asset Report: Identify top-performing creatives

  2. Placement Performance: YouTube vs. Discovery vs. Gmail breakdown

  3. Device Performance: Mobile typically dominates

  4. Audience Segments: Which targeting drives best results

  5. Ad Format Segmentation: Video vs. image performance

Budget & Bidding Strategy

Budget & Bidding Strategy (Source-Based Recommendations):

Google's Budget Formula:

  • Set budget at 15x your target CPA for effective optimization

  • Target CPA should be 2x your standard campaign performance initially

Revel's Minimum Investment Threshold:

  • $100/day minimum ($3,000/month) across all Demand Gen campaigns

  • This aligns with Google's 15x formula for businesses with CPAs of $5-7 range

  • Lower budgets result in slower learning and suboptimal performance

Bidding Strategy Framework (Google-Recommended):

  1. Start with Max Conversions if new to Demand Gen or lack specific CPA targets

  2. Switch to Target CPA after 50 conversions for more control

  3. Consider Target ROAS only with sufficient historical conversion data

Budget Calculation Examples:

  • If your current CPA is $25 → Set Demand Gen target at $50 → Minimum budget $750/day

  • If your current CPA is $10 → Set Demand Gen target at $20 → Minimum budget $300/day

  • If your current CPA is $5 → Set Demand Gen target at $10 → Minimum budget $150/day

 Important Budget Considerations:

  • Campaigns below Google's 15x recommendation will learn slower

  • Revel's $100/day minimum ensures meaningful data collection

  • Budget constraints may require focusing on single campaign vs. multiple tests

Placement & Inventory Control

Where Demand Gen Ads Appear:

YouTube (Highest Volume):

  • YouTube Shorts (50+ billion daily views)

  • In-Stream (skippable/non-skippable)

  • In-Feed (Home, Watch Next, Search results)

Google Properties:

  • Discover Feed (mobile-first browsing)

  • Gmail (mobile predominantly)

  • Google Display Network (beta, 90% internet reach)

Channel Control Strategy:

  • Start with all placements for maximum learning

  • Segment after 30 days to identify top performers

  • Create dedicated YouTube-only campaigns for video-heavy brands

  • Use content exclusions at account level for brand safety

Performance by Placement (Typical):

  • YouTube Shorts: Highest engagement, lower CPA

  • YouTube In-Stream: Good for video completion

  • Discover: Strong for discovery/research phase

  • Gmail: Lower volume, decent conversion rates

Client Implementation Roadmap

Phase 1: Foundation (Weeks 1-2)

  1.  Audit conversion tracking setup

  2.  Upload customer data for lookalike creation

  3.  Develop creative assets (3-5 videos, 5-10 images)

  4.  Set up campaign with broad targeting

  5.  Implement proper exclusions

Phase 2: Optimization (Weeks 3-6)

  1.  Analyze asset performance, pause underperformers

  2.  Refine audience targeting based on data

  3.  Adjust bids based on placement performance

  4.  A/B test new creative variations

  5.  Scale successful ad groups

Phase 3: Scale (Month 2+)

  1.  Increase budgets on winning campaigns

  2.  Refresh creative assets quarterly

  3.  Create specialized campaigns by audience/placement

  4.  Implement advanced attribution models

  5.  Continuous testing and optimization

Competitive Positioning

Demand Gen vs. Alternatives:

Demand Gen vs. Non-Brand Search:

  •  Demand Gen Advantage: Reaches users before they search, visual format, lower competition, cheaper CPCs

  •  Search Advantage: Higher immediate intent, easier to measure ROI

Demand Gen vs. YouTube-Only Campaigns:

  •  Demand Gen Advantage: Multi-placement optimization, easier management, cross-channel insights

  •  YouTube-Only Advantage: More granular YouTube controls, specific placement targeting

Demand Gen vs. Meta Ads:

  •  Demand Gen Advantage: 3x higher CTR, 61% lower CPA, Google's owned inventory

  •  Meta Advantage: More mature creative tools, detailed demographic targeting

When to Choose Each:

  • Demand Gen: Scale beyond search, visual products, Google ecosystem integration

  • YouTube-Only: Video-first brands, need granular YouTube controls

  • Meta: Social engagement focus, detailed demographic targeting needs

Technical Optimization & Scripts

Essential Monitoring Scripts:

  1. Placement Performance Script: Identify underperforming placements for exclusion

  2. Asset Performance Tracker: Flag creative assets dropping below performance thresholds

  3. Budget Pacing Monitor: Ensure proper budget distribution across ad groups

  4. Conversion Attribution Reporter: Track assisted vs. direct conversions

Optimization Checklist (Weekly):

  • Review asset performance, scale what’s working, and remove serious underperformers, but ensure you have enough assets to keep the campaign live

  • Check placement reports, exclude poor performers

  • Monitor device performance, adjust bids

  • Analyze audience segments, scale winners

ROI Expectations & Client Communication

Setting Proper Expectations:

Month 1: Learning and optimization phase

  • Focus on CTR, engagement metrics

  • Allow for higher CPAs during learning

  • Expect algorithm to test various placements/audiences

Month 2-3: Performance stabilization

  • CPA should approach target levels

  • Clear winners/losers in creative/audience testing

  • Scale successful campaigns, pause poor performers

Month 4+: Mature performance

  • Consistent performance at or below target CPA

  • Strong ROAS with proper attribution

  • Clear playbook for creative refresh and scaling

Client Reporting Framework:

  • Weekly: Budget pacing, performance alerts, optimization actions

  • Monthly: Full performance review, creative analysis, strategic recommendations

  • Quarterly: Strategic review, attribution analysis, competitive benchmarking

Industry Vertical Recommendations

Best Fit Industries:

  1. Ecommerce/Retail: Visual products, strong product feeds

  2. Travel/Hospitality: Inspirational creative, longer consideration cycles

  3. Beauty/Fashion: Visual appeal, social proof important

  4. Home Services: Before/after content, local+digital hybrid approach

  5. SaaS/Software: Video demos, longer B2B sales cycles

Challenging Industries:

  1. Healthcare: Compliance restrictions, limited creative options

  2. Financial Services: Regulatory constraints, trust-building challenges

  3. Real Estate: Hyper-local focus, limited inventory scale

  4. Legal: Professional services, harder to visualize benefits

This framework should be treated as a living document, updated quarterly based on campaign performance and Google's feature releases.

Photo: © cnythzl from Getty Images Signature