Overview
Demand Gen is a new advertising channel within Fullpath Digital Advertising focused on high-funnel brand awareness campaigns. It uses video ads delivered via YouTube to target broad CRM-based and lookalike audiences, helping dealerships generate consideration leads.
Key Details
Channel: Demand Gen
Objective: Only supports the Brand objective
Audience: Uses entire CRM audience for learning and targeting similar users
Budget: Minimum allocation of $500 , recommended allocation $2,000
Bidding Strategy: Supports only Max Conversions bidding currently (Max Clicks coming soon)
Creative Format: YouTube video ads, typically 6–15 seconds (bumper ads) or up to 30 seconds (in-stream), 16:9 or 1:1 aspect ratio (in the absence of video assets, Demand Gen can run text and image ads)
Eligibility
- DigAd must be live
- Demand Gen uses CRM data to target audiences based on existing customers. This necessarily requires CRM link be active on an account to enable Demand Gen as an advertising channel.
Best Practices
- Allocate a dedicated budget of at least $500 to allow the system to optimize.
- Use Max Conversions bidding strategy for best results (Max clicks not supported for Demand Gen).
- Provide at least one short, YouTube-compliant video following recommended specs.
- Larger CRM audiences improve performance through better machine learning.
Troubleshooting
- If Demand Gen options are greyed out in the portal, activation is not yet available—contact Customer Success.
- Ensure budget and bidding strategy settings meet current requirements.
- Confirm video creative meets YouTube ad specs.
For assistance enabling Demand Gen or campaign support, please reach out to your Fullpath Customer Success Manager.