In this blog, you will learn how to create Google Discovery Ads as part of your Google Ads campaign. Find out what Discovery ads are, how to set them up and make the best of use of them for your Google Ads campaigns.

Google Discovery Ads

Discovery ads rely on using eye-catching and engaging visuals to attract customers. They are displayed over a range of Google properties (including the likes of YouTube and Gmail) helping you to connect to a huge audience.

There are two forms of discovery ads: single image ads and multi-image carousel ads. Single image ads rely simply on a single image. Carousel ads rely on multiple images that can be swiped through (much like ads found on Facebook).

These ads are perfect for companies with strong visual branding that want to extend the reach of their advertising. You can learn more about these Google Ads with this brief guide.

The benefits of discovery ads

There are a number of benefits to using these types of ads. Below are just some of the main reasons to use discovery ads:

  • Engage customers visually: Images will help to drive engagement – or at the very least increase brand awareness. Carousel ads meanwhile add an extra layer of interaction by allowing users to swipe through ads.
  • Improve your reach: Discovery ads display over a variety of Google platforms including YouTube, Watch Next and Gmail, allowing you to reach up to 3 billion potential users.
  • Meet your performance goals with multiple automated bidding options: It’s possible to use features such as Maximise Conversions Bidding and Target CPA to improve the performance of your ads.

How are discovery ads targeted?

Discovery ads use machine learning in order to connect them to the most relevant Google users. You get to set initial parameters so that your ads target the right audience, the right locations and the right languages. Google then does the rest for you.

There are certain settings that you cannot adjust when using discovery ads. Such features that cannot be adjusted include the likes of device targeting, placement targeting, frequency capping and ad rotation.

Brand safety is taken very seriously when it comes to Google Ads. As a result, your ads will only appear next to advertiser-friendly content. Such content shouldn’t contain strong repeated use of profanity, strong sexual content or graphic violence.

Setting up discovery ads

Discovery ads are set up much like other Google Ad types – using your Google Ads account, you create a campaign and are able to set the parameters from here. Before you try this type of advertising, a few steps are needed:

  • Make sure that you’ve high-quality images to use. These should contain minimal text and effective lighting.
  • Make sure that you meet conversion-based eligibility requirements. Sitewide tagging and conversion tracking will need to be set up on your account.
  • Make sure that your ad complies with Google’s Personalised advertising policies.
  • Make sure that you have a sufficient daily budget – ideally 10 times your target CPA bid.

Once all this has been done, you can start creating your first discovery ad. Choose the ‘discovery’ campaign type and select your geographic and language targeting, your audiences and your bidding strategy. You can then start creating your single image ads and carousel ads. On top of selecting the image you would like to use, you are able to determine the headline, the description and the logo that accompanies it.

After your ads are created, it’s worth changing your automatic targeting settings to further improve the reach of your ads and generate more conversions. Don’t make any changes to your campaign until you’ve achieved at least 40 conversions.

How does discovery ad reporting work?

Google is able to report numerous stats to help you understand how well your discovery ads are performing. A few of these stats include:

  • Engagements: This relates to the first time someone clicks on your ad in Gmail. The engagement rate shows the number of times people first click on your ad in Gmail, divided by the number of times the ad is shown.
  • Clicks: This is a record of whenever someone clicks on your ad and goes to your website. The Click-through-rate (CTR) records the number of times users click on your ad, divided by the number of times that ad was shown.
  • Interactions: Interactions are a record of all paid clicks on your discovery ad including those on YouTube, Discover and Gmail. The interaction rate reflects the number of interactions with your ad divided by the number of times your ad was shown.
  • Average cost: This helps to give you a good idea of the average cost of each interaction so that you can tell how much you’re really gaining from your ad campaign.

For more information on Google Ads, Discovery Ads please visit the Google Support Centre.

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About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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