Ads should always be helpful to searchers. Helping them find the most accurate and relevant reply to their search. Data shows that the most successful ad experiences are personal, relevant, and engaging.
Brands need to be there and be useful in a consumer’s time of need. However, the consumer journey is ever changing. So how do brands continue to offer unique and engaging experiences to their customers?
Meet Google Ads Discovery Campaigns
Google is launching a new form of Ads that are designed to understand a searcher’s intent, anticipate it, and surprise and delight consumers. These new “Discovery Ads” provide an open canvas for brands to showcase their product and services and help get discovered.
People turn to Google when they want to learn or purchase new things. They search for information. They visit sites. They watch videos. They explore content online. They discover new things. They check out the latest news, trends, or promos.
Data shows that 3 out of 4 consumers enjoy making new discoveries when shopping. Over 70% of consumers are always on the lookout for new brands and products to make their lives easier.
How Discovery Ads Work
They are designed to be a single easy to use campaign type that can be set up in your Google Ads account. Discovery Ads run across multiple platforms: YouTube home feed, Gmail promotions tab, and the Google Discover feed.
The Google Discover feed appears on the homepage of the Google app for iOS and Android, as well as, the Google.com homepage on mobile. Users customize their feed to include not only search, but relevant information and topics across the web that interest them most. More than 800 million people use Discover monthly.
Google uses device information, web and app activity, location history and home location to personalize feed content, which is largely AMP enabled.
Discovery ads look and function just like regular ads when seen in the Gmail promotions tab. However, when seen on Discover and YouTube they look like original in-feed ads featuring large high quality images, with headlines and short descriptions.
How to Set Up Discovery Ads
Simply select Discovery Campaigns in your Google Ads account. Then enter a landing page URL, upload your high resolution images (at least one landscape image and one logo image). You can then enter up to 5 different headlines and 5 descriptions for A/B testing.
When choosing an audience, advertisers can use Google audiences including: interest, in-market, affinity, or custom intent audiences. These audiences take their targeting signals from Google properties, including a users’ search activity, visits to Google Display Network sites, YouTube watch behavior, and apps they download from the Play store.
Discovery Ads provide unmatched reach while providing an open canvas for brands to showcase high quality creative with multiple headlines. All at the right moment when users are engaged and interested in learning new information or checking out the latest trends. This new ad type is still in beta and is set to roll out globally later this year. Check out the new Discovery Ads below:
Let Cyberlicious® help your business drive growth and success using Google Discovery Ads.
