Google Discovery Ads is an advertising format that allows you to reach a wide audience across various online locations. We don't use pre-built display ads to run these campaigns. Instead, we provide Google Ads with assets that the system mixes, creating various creatives tailored to the needs of specific users. Discovery Ads are ads largely based on self-learning algorithms that analyze audience behavior and display creatives to those most likely to be interested in a given service or product at a given time. Where exactly can you see Discovery Ads, and how do you create them?
Google Discovery Ads – broadcast locations
Discovery Ads reach 3 billion internet users. At the same time, this format allows for highly precise targeting – we can target audiences with specific behaviors, demographic characteristics, and interests, as well as our own created audience lists. Users can see our ads during their daily online activities, ensuring that product or service information reaches them at every stage of the purchasing journey.
Where are Discovery Ads displayed?
Google Discovery Ads appear in places like:
- Discover cards – these are browser tabs in which Google displays personalized news to the user, tailored to their interests, based on previous internet activity,
- in Gmail – Discovery Ads have replaced traditional Gmail ads. Currently, they are the only way to display promoted content to recipients in the "Offers" and "Social" tabs.
- on Youtube – on the platform’s home page or in the “Worth Watching” section.
Discovery Ads campaign – how does it work?
In Google Discovery Ads, the system automatically selects the best placement for a specific ad. It also adjusts bids and size based on the placement and device size.
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What does Google Discovery Ads include?
Google Discovery Ads, as mentioned earlier, is a type of creative in which the system automatically assembles the ad from available elements. Therefore, before launching this type of campaign, the appropriate resources must be provided to the system. These include:
- headlines – maximum 5 titles, each no longer than 40 characters,
- descriptions – a short description of the product or service and the benefits of purchasing it. You can add five descriptions, each up to 90 characters long,
- company name,
- company logo,
- pictures in horizontal rectangular and square formats. There can be a maximum of 15 of them,
- final URL – the address of the subpage to which the user will be redirected after clicking on the advertisement,
- CTA – call to action. Select it from the list provided by the system.
It is not necessary to use all available images, headlines or ad texts, but it is worth remembering that the more resources we provide, the greater the chance that the system will find effective connections for a given audience.
Images in these types of ads can display in a variety of ways, so it's best to avoid including logos or text. These elements will be pulled from other resources that we upload to the campaign builder. It's also important to ensure that all headlines, descriptions, and images complement each other. We don't know in which configurations they will be displayed, so it's important to ensure that they work together to create a cohesive message in every possible configuration.
Automated Discovery Campaigns – What Do They Give and What Do They Take?
Google Discovery Ads, as a campaign type optimized almost exclusively by machine learning algorithms, doesn't allow for some features found in other Google Ads formats. Discovery Ads campaigns don't allow for things like targeting by placement or device , limiting the number of impressions per viewer, or excluding inappropriate contexts. But do these limitations mean we're wasting our budget? On the contrary, the system is already so efficient that it doesn't display ads in inappropriate contexts that threaten the brand or bombard viewers with the same ad dozens of times a day. Furthermore, it has so much information about audience behavior and preferences that it can almost always select display parameters much better than a human.
Google Discovery Ads Campaign Results
Additionally, Google Discovery Ads offer the option of automatic ad targeting. When enabled, the system automatically expands the audience to include new audiences most likely to participate in the offer. Enabling this type of targeting isn't mandatory, but it often offers significant benefits, especially when an ad has been online long enough to exhaust the potential of remarketing lists.
Discovery Ads – why is it worth it?
- wide advertising reach – Discovery campaigns have the potential to reach billions of people around the world, in various places on the web,
- precise targeting – this format offers many options for selecting target groups, including the ability to target custom audience lists and automatic targeting, thanks to which you can reach new, promising recipients,
- modern multimedia format Google Discovery Ads are ads tailored to the needs of today's audience. They do not have rigidly defined content, they adapt to the device size and display location and display a given product or service exactly when the user is looking for it,
- making the most of your budget – thanks to intelligent bidding, the system can precisely manage budgets. This, combined with a carefully selected audience, prevents budget overspending,
- saving time – the system automatically optimizes the campaign, so we don't have to waste time manually changing settings. Of course, this doesn't relieve us of the responsibility of overseeing the campaign and monitoring its results.
Google Discovery Ads – what possibilities does it offer?
Google Discovery Ads is a type of advertising definitely worth exploring. It's a great complement to other formats like responsive search ads, Google Display Network ads, and YouTube Ads. If you're interested in using this type of campaign to promote your brand, check out our offers page.
Summary
The above article covers the following topics:
- Where exactly are Discovery Ads displayed?
- Where will your Discovery ad reach your customer?
- From Creation to Conversion: The Discovery Campaign Process
- What does an effective Discovery Ads creative consist of?
- ROI and Conversions: Analyzing Your Discovery Ads Results
- 5 Reasons You Need to Enable Discovery Ads
- From Remarketing to New Customer Acquisition: The Potential of Discovery Ads
