Whenever a company decides to create an advertising campaign, it should also define the goals of the campaign . Certain campaigns might be created to increase website traffic, while others might be intended to raise brand awareness. There are also advertising campaigns that are specifically designed to reach audiences that have been primed to convert, and that’s precisely where Google’s Discovery Ads can help. Google’s Discovery ads are personalized and visually engaging ads that appear in Google feeds on the search engine’s app, YouTube, and Gmail. The goal of these ads is to reach target audiences when they’re ready to convert and purchase new products or services. With the help of customer intent signals and machine learning, the search engine is able to determine when consumers are most likely to engage with a brand. That’s why Discovery ads can be used to reconnect with old customers, reach new customers, and scale conversions.
Setting Up a Campaign
There are several steps that companies need to take to set up their Google Discovery ad campaign, and the first one is to sign up for aGoogle Ads account. When signing up, companies are able to choose a marketing goal and select the type of campaign – in this case, a Discovery Campaign. Then it’s time to choose the language and geographic targeting. After that, the business can select its target audience and set an average daily budget and bidding strategy.
Creative Assets
There are two different formats available to companies for their Discovery campaigns. There are single image ads and multi image carousel ads. Businesses enter between three and five headlines for their Discovery ads, which can have up to 40 characters each, and one to five descriptions that can include up to 90 characters. Aside from that, the campaign also requires the company’s business name, call to action (CTA), the final URL, as well as a landscape image, a square image, and the company’s logo.
Learning TIme
After a Google Discovery Campaign is published, companies have to allow about two weeks for it to run so that Google Ads can optimize the bids. During that time period, companies can see a label stating “Learning” on the bid strategy status of the campaign. During this period, businesses shouldn’t be making any sort of changes to their bids for that campaign, although they can assess their bids once the learning period is finished.
Display vs Discovery Ads
Google also provides companies with Display ad campaigns, which are different from Discovery ad campaigns, mainly in terms of the audience and location that a business is able to reach with them. Display ad campaigns are not always designed to convert consumers, or to perform well when used for brand awareness. On the other hand, Discovery ad campaigns can reach audience members that are already exhibiting behavior with high intent, which is determined by Google’s AI algorithms. This makes Discovery ad campaigns an excellent option for businesses that are looking to acquire new customers or introduce new products or services to their existing target audience.