The way users discover new things and buy has changed a lot in recent years. Now they find ideas or inspiration through personalized feeds (Instragram, Pinterest, Youtube, News, etc). These channels have become a fundamental part of our journey as consumers of products and/or services. Google Discovery Ads is a point in our favor.
According to Google’s own statistics, 85% of consumers say that when they discover a product/service, it takes less than 24 hours to take action, either comparing prices or buying them. I bet you and I are part of these statistics.
In 2019 Google introduced campaigns, which will help you reach those potential customers just when they are most open to receiving information about your products or services.
What is Google Discovery Ads and where do these ads appear?
As you may have already guessed, discovery ads are discovery ads. These appear in all Google feeds (Youtube, Promotions and Social section of Gmail, Google News, etc).
This ad type is triggered by a new Discovery campaign type that targets audiences and not keywords. The main objective of these campaigns is to achieve conventions since, as I mentioned above, they are shown at the time when users are most interested or likely to receive information about your products or services.
Google Discovery Ads campaigns can include both images and text. Hence the importance of working very well on the design and quality of your images in order to positively impact your audience.
Advantages of Discovery Ads campaigns:
- They allow you to reach a large number of potential customers through a single campaign. According to Google, 3 billion users per month browse its properties, searching for all kinds of content.
- Increase user engagement through more comprehensive and relevant ads.
- They display more visually appealing ads with the potential to reach a significant number of users and are adaptable to all formats of Google properties. That is why above I commented on the importance of the images you are going to use to be of very good quality.
- You can use automatic bidding options to meet your media performance goals. Allowable bids are Maximize Conversions, Target CPA, or Target Return on Ad Spend (ROAS)
When you should use Google Discovery Ads campaigns:
You can use it if you have any of these goals:
- When you want to get conversions at scale with your creatives, that is, you can use them if you want to increase sales, subscriptions to your newsletter or increase visits to your website.
- When you want to reach new customers using your creatives. Showing ads with attention-getting brand creatives that give them ideas about products and services on Google properties can help you engage potential customers when they’re ready to try new brands.
- When you want to reconnect with your most valuable customers. When users come back to Google feeds and see your ads, this type of campaign gives you more opportunities to get conversions from users who know your brand best.
Recommendations for your potential customers to take action:
- You can reuse images from social media campaigns that are working well to get the most out of Google feeds and save time when creating your discovery campaigns.
- When you use high-quality images, you encourage users to interact with your ads since a good image generates greater trust towards your brand.
- Use as many layouts as you can for your Discovery ads and images with different aspect ratios to increase the reach and impact of your ads.
2- Get more suitable audiences to see your ads.
- It is important that you focus on the audiences that are most likely to complete a conversion. You can do this based on the performance of your other campaigns.
- Enable the audience expansion feature to increase the reach of your campaigns, however, be wary of this option if you’re on a tight budget.
3- Choose a suitable budget and give your campaigns time to optimize.
- Google recommends that you select at least 10 times your target cost-per-action (CPA) bid value. I know that this is, on many occasions, very difficult, however, it is important that you keep it in mind.
- It’s also important that you wait for at least 40 conversions before making changes to your campaigns.
4- Measure the performance of your Discovery Ads campaigns
- Review reports at the audience level. These will help you understand who your best customers are so you can adjust your bids and creatives to find more suitable customers.
- Monitor reporting at the asset level so you know which creative is delivering the best results. Remember that you can also take advantage of this information from your other campaigns.
- Enable site-wide auto-tagging so you can monitor what actions users take on your website after interacting with your website.
Summary on Discovery Ads campaigns:
- They are automated multi-channel campaigns, that is, the ads will be displayed automatically on the YouTube home page, in the social and promotions tabs of Gmail, and also in Google Discover. They will be displayed like any other link and will have an image, headline and introductory text with the flag indicating that it is sponsored content.
- You will not need a video to promote yourself on YouTube.
- You can show native ads without the need for a social network.
- The quality of the image design is very important to capture the attention of your audience.
I hope you liked this article. If so, leave a comment and see you in the next one.
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