In November 2019 Google Discovery Ads were released in Beta. Now, in July 2020, they are available to all advertisers and we believe they’re going to change the way we use PPC. Google Discovery Ads provide us with the opportunity to reach potential customers through three of Google’s most popular feeds. Google’s use of AI will also allow you to be one step ahead of your customers at all times. We’ve compiled a quick and convenient breakdown of all the information you need to know about Google Discovery Ads to successfully implement this new strategy.
What are Google Discovery Ads?
Google Discovery Ads provide you with a new opportunity to reach potential customers through YouTube, Gmail and the Discover Feed (the new name for the Google Feed). According to Google, Discovery Ads are particularly effective for driving sales, lead generation, customer acquisition and remarketing, and can apparently reach up to 2.8 billion people.
Discovery ads allow you to connect with potential customers as they browse their favourite Google feeds all with a single campaign. Their purpose is to show customers something they want before they even know they want it, making them excellent at generating demand through the use of compelling images and creatives. Their remarketing function also enables you to reach customers who have shown an interest in your website. Google has taken a leaf out of Facebook ads allowing engaging, compelling images of your products or service to be displayed to targeted, interested audiences.
What is “Google Discover”?
In order to understand one of the main feeds that Google Discovery Ads use it is important to provide a quick explanation behind “Google Discover”, which is the new name for the Google Feed. The Google Discover feed was introduced to keep up with shifts in search behaviour from queries to query-less and from text-based to visual-based. It allows iPhone and Android users who have the Google app on their devices to personalise their newsfeed. The aim of Google Discover is to provide an answer before the user even asks the question which is very much in contrast to Google Search. As a user interacts more with Google Discovery, Google learns more about them and tailors the news feed to their interests and preferences. This is where Google Discovery Ads fit into the equation as your ads will appear here based on the interests, searches and preferences of your potential customer – all thanks to AI.
Below is an image of what the Google Discover feed looks like:
What do Google Discovery Ads look like?
Google Discovery ads are quite similar to Display Ads. They’re highly visual and engaging. The images you use are a very important consideration to capture your audience’s attention. Discovery Ads are also available in carousel format so multiple images can be used to engage and interact with users. Below is an example of a Google Discovery Ad across YouTube, the Discovery feed and Gmail. Note how multiple image types are used across the three feeds which are colourful and engaging. Discovery campaigns automatically select the best-performing assets so including several image and text options will help drive performance.
What is involved in setting up Discovery Ads?
You’ll need to be signed into your Google Ads account. From here you need to select a new campaign and choose your objective. Next, select the “Discovery” campaign type. You will be prompted to enter one landing page URL, at least one image, your logo and up to five headlines and descriptions. Google will then use machine learning to serve the best combinations of your assets across the best performing placements. This is similar to Facebook dynamic creative ads for those familiar with Facebook advertising. Google is automating ad optimisation so you can reach more relevant users, with more relevant creatives and relevant locations.
What are the targeting options?
Similar to the Google Display Network, Discovery Ads allow you to target custom, in-market and affinity audiences. Remarketing audiences can also be targeted allowing you to re-engage with your website visitors through additional methods. The core principle behind Discovery Ads targeting is to target people based on their interests or what they have been searching for. For example, if you’re selling women’s rain jackets then you’ll want to be targeting people who are actively interested in and searching for women’s rain jackets. Effective audience targeting as well as compelling creatives are vitally important to the success of Discovery Ads.
Should I implement Google Discovery Ads?
Discovery Ads mark a new step in advertising, you can now place your ads in front of people before they even know they want your product or service with specific targeting options available and the help of AI to deliver the best combination of your ad. However, Google Discovery Ads are still in their early phase and not as well developed as Google Display Ads or Facebook ads. In order to get the most out of these ads you need to ensure you are placing them in front of the right people, that they’re engaging and that they’re tailored to your audience’s preferences.
Google Discovery Ads with Evolution Digital
Here at Evolution Digital, we believe that Google Discovery Ads provide an excellent opportunity for advertisers to focus on driving sales, generating leads and acquiring customers. If executed well, with engaging content and tactical targeting then Google Discovery Ads will help your business reach a far greater, interested audience. Google Discovery Ads present the future of advertising where we can target potential customers before they even know they want our product or service!
If you’re interested in learning how Google Discovery Ads or indeed any other digital marketing strategy can work for your business then get in touch with us here at Evolution Digital.Continue reading