Google has a lot of strengths when compared to other advertising platforms; their automated solutions have made it easier for advertisers across categories and of all sizes to scale and optimize their marketing performance, from the ability to target users as they are searching for specific keywords to targeting specific audiences across the display and the fast-growing YouTube network.
Despite all of these advantages, Google Ads has historically lacked a truly visually appealing, “social media-like” option for its advertisers, but this has changed with the introduction of Google Discovery Ads.
According to a number of industry experts, Google is positioning Discovery Ads as a competitive choice for businesses trying to reach users outside of Facebook and Instagram. With a single campaign, advertisers have the chance to reach hundreds of millions of Google users worldwide through the browseable, feed-based Discovery surface. – James Anthony, Google.
What Are Discovery Ads?
Google Discovery ads are highly visual ads used to target a specific audience. This ad format can help you drive more sales or leads with up to 3 billion people as they scroll through content on YouTube, Discover, and Gmail. In essence, Google Discovery ads are more powerful than conventional display ads because they respond better to the needs of your targeted audience.
Discovery campaigns combine audience-targeting features and visually engaging formats so you can personalize your ads within Google’s feeds and inspire customer action. Moreover, you can reach people across Google properties such as YouTube Home and Watch Next feeds, Discover, and the Gmail Promotions and Social tabs.
A Sneak Peek of Discovery Ads
As a highly personalized feed, Discover actively tunes itself to users’ interests and displays content that aligns with them.
Now that we have successfully defined what Google Discovery ads are, the next question is, what are the benefits of including this campaign type in your marketing strategy?
Benefits of Using Discovery Campaigns
- More Reach With a Single Campaign
As purchase journeys become more complex and encompass more channels, it is crucial to have a strong whole funnel strategy; reaching people when they’re open to discovering something new is just as important as targeting them when they’re looking for something specific.
- Increase Brand Awareness & User Engagement
Promote products and services while building your brand’s image in front of the users that matter most and capture your audience’s attention by creating engaging ads.
- Reconnect With Valuable Consumers
As consumers return over time to find the content they enjoy on Google’s feeds, Discovery campaigns give you more opportunities to drive action from people who already know your brand and are more likely to engage with it again.
- Machine Learning
Discovery ads, like responsive display ads, adapt to the placement on which they are displayed. Google will test different variations of images, headlines, and descriptions and use machine learning to determine which variation is best to show to a user at any given time.
Assets Required to Set Up Google Discovery Ads
Google recommends using high-quality imagery that conveys the core of your business to ensure that your ads feel both authentic and highly relevant to your audience.
Your images will be the first thing people notice when they come across your Discovery ads, so be sure to use the highest possible image resolution. Also, highlight your product or service to help people instantly understand what you’re showcasing.
Discovery Ads: Asset Specifications
- Up to 5 Headlines (40 characters)
- Up to 5 Descriptions (90 characters)
- Business Name (25 characters)
- Final URL
- Images: Landscape and Square Images
In the ever-evolving landscape of online advertising, staying ahead of the curve with the latest trends and updates is essential for marketers and business owners seeking to remain competitive.
Discovery ads are a game changer because they can reach audiences where they spend most of their time within Google’s ecosystem. Overall, testing Discovery campaigns can help businesses expand their reach, engage with audiences in new ways, and improve their advertising performance.
But keep in mind that the more data you give the algorithm, the better; therefore, choosing your audiences wisely and investing resources and time in your creatives will give you a competitive edge.
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