In 2019, Google surprised many at its yearly Google Marketing Live event after it announced a plethora of planned new tools and features to give online marketers a helping hand to reach prospective customers and their target audience. In the midst of these planned new features and tools was an innovative kind of advertising, known as Discovery ads, created to support marketers reach their target audiences by showing their products and services to the right people at the right time across Google’s search engine results pages.
These state-of-the-art Discovery ads by Google give marketers the ability to showcase their business offerings to their intended audience for the first time on the Discover feed, and noticeably on Gmail and YouTube ad spaces. These eye-catching ad placements reach target audiences before, during and after they search for something. According to Google’s Consumer Insights, more than 70 percent of consumers ‘have become more interested in a brand or product after seeing an ad that is related to what they have been shopping for; and 85 percent of people will take action within 24 hours of discovering a product.’
Consumers go to the internet seeking solutions to their questions, investigate concepts and ideas, and stay updated with whatever they are interested in. Furthermore, as a result of mobile interest browsing looking through feeds, pictures and ads have become a bigger part of the buyer’s journey. Recent studies and research by the world’s largest search engine has uncovered some interesting and must-know ways that consumers are finding brands while browsing the internet, and how businesses are marketing their brands, products and services to reach their target audiences.
Google Discovery Ads may seem like a simple branding tool, but along with its new features and automated software you can expect high Return on Investments. The Discovery Ads campaign increases conversion rates as well as being relatively low cost and an inexpensive way of effectively marketing your brand to prospective consumers online.
On the 27th of May, 2020, Jerry Dischler, the Vice President for Ads Platforms and Google Properties, wrote the following in a blog post entitled Inspire new customers in their moments of discovery. ‘Last year we introduced Discovery ads as a new way to help people discover and engage with your brand as they scroll through their favorite content. In April, we made Discovery ads generally available for all advertisers globally. For the first time, you can reach up to 2.9 billion people as they explore their interests and look for inspiration across multiple Google surfaces—all with a single, easy-to-use campaign.’
So what does this mean? It means that Google has given all marketers and advertisers globally access to its Discovery ads. let’s break down the most important and key elements of Discovery ads that can help you reach your target audience more effectively and efficiently.
Google Discovery ads: What exactly are they?
The latest feature from Google, Discovery ads, offer online marketers and advertisers the ability to better reach potential customers by getting their products and services in front of the right consumers at the right time. Discovery ads campaigns streamline split testing, optimization, and targeting with state-of-the-art artificial intelligence to showcase your marketing campaigns across most platforms including Gmail, YouTube, and the Discover feed all under one campaign umbrella.
Marketers and advertisers manage their daily ad spend, target audiences and use Google’s features to develop and launch engaging ad campaigns to help increase conversions and reach a wider pool of potential consumers.
What formats do Google Discovery ads come in?
Google’s Discovery ads campaigns can be broken down into two separate ad formats:
- Default Discovery Ads format with a single image.
- And Discovery Carousel Ads with multiple images.
Similar to both Responsive search and display ads, marketers give Google multiple versions of the ads they want to show to their target audience and Google tests each variant to determine which works most effectively at engaging with consumers.
Explainer: Standard Discovery ads
Standard Discovery ads require some important features:
Discovery ads were designed to get users to engage with ads on popular, high traffic sites. Therefore, you need to ensure that the images you use are unique and stand out against the sheer volume of competition that exists on the world wide web. You need to go all out on Discovery ads because you are not contending for high placements on Google’s SERPs, where keywords and relevance play a crucial role in increasing your Quality Score and ad placements. Catch your customers’ eyes with vibrant colors and something that is visually appealing, the same way that you would market a product or service on social media platforms.
Once a potential customer clicks on your Discovery ad, he or she will be sent to a landing page of some sort. To make sure that the quality of your ad and conversion rates remain high, set the final URL to a landing page where your target audience can find out more about your business offering, brand, and specific product or service that the user has clicked on. Provide important information about the product or service, you could also consider including a few customer reviews and social proof to help push your potential customers to the last stage in the buyer’s journey; the decision stage.
Google allows advertisers to upload a maximum of 15 separate images for split testing in a Discovery ads campaign. Use trial and error to see which images perform best and gather the most engagement with consumers.
Google is pretty flexible when it comes to the types of images you can upload, including stock images, Google can also pick images directly from your site, or you could use images lifted from your social media posts.
Make sure that your Discovery ads headlines and descriptions are engaging and relevant and support your ad copy. You are allowed to have up to five headlines and descriptions.
You can include a CTA (Call to Action) button to accompany your Google Discovery ad, which can help consumers take the next step in engaging with your business offering.
Explainer: Discovery Carousel ads
The difference between a standard Discovery ad format and a Carousel Discovery ad format is that with the latter your target audience can browse through the collection of images that are included in your Discovery ad campaign in a carousel fashion. Marketers have the option of uploading anything between two and ten images that appear as cards in the Discovery Carousel ads.
An important note to remember when it comes to drafting and creating a Google Discovery Carousel ad campaign, is that you cannot combine both landscape and square images in the same Carousel ad; it has to be one or the other, otherwise you risk being rejected by Google’s algorithms.
Google Discovery ad targeting
In contrast to search ad campaigns, Google Discovery ads do not use keywords for targeting. Alternatively, marketers have the ability to pick which target groups they want their ads to reach. Marketers can direct their ads towards certain target audiences.
Remarketing is a great way to target your ads to previous consumers or users who have already browsed through and shown an interest to your business and brand. Depending on their previous level of engagement and interactions you can set up different remarketing audiences to approach potential customers who have already shown an interest in your brand.
However, if you don’t pick an audience to target your ads, Google will direct your ads to a large audience and do its own testing and optimization to improve your ad reach.
Bidding and budgets
Google Discovery ad campaigns is based upon machine learning and depends upon clever bidding strategies. Google’s Discovery ad campaigns offer two bidding strategies.
What is target CPA (Cost Per Action)? – Google will try to lead conversions at a specified CPC (cost-per-conversion). You could use this bidding strategy if your budget is larger than your CPA.
Boost your conversions. Google will try to pull in as many conversions at the lowest cost per action. This is the most suitable option for marketers and advertisers who have a smaller budget.