Every day, Google is always trying to find new ways to improve user experience, and once again, it has done it with the introduction of its Google Discovery Ads in 2019.
Before that, the largest percentage of Google’s revenues came from text ads. It directed all its energy on optimizing text ad placements and delivery. Eventually, Google realized that there were no more ways to develop text-based ads without messing up SEO (Search Engine Optimization). That is how Google Discovery Ads were born.
What are Google Discovery Ads?
Google Discovery Ad is a visual ad format that shows up in the Google Discover Feed (shown on Google’s homepage, Android apps, and mobile versions), YouTube home page, and Gmail. They are the newest way; to help digital marketers with their Adwords Management. And their targeting is driven by user intent instead of keywords.
Apart from that, Discovery Ads are;
- Very interactive: They use a single image or several of them to tell their brand story
- Rely on machine learning
- Is available to all advertisers
- It is the future of advertising: Within a very; short amount of time, Discover has managed to get over 800 million users globally. Yes. That is growth, but there is a lot more in store. According to a blog about Discovery Ads by Google, you can reach up to 2.9 billion people with just a single campaign.
How do they Work?
Discovery Ads; can only be created in a Discovery campaign. The ad assets consist of descriptions, headlines, logos, images, and a destination URL.
When creating your Google discovery ad, you have two options; To create a single-image ad or create a multi-image carousel ad depending on your goals, target audience, and other relevant factors.
Discovery Ads are automatic. Google does most of the work for you. They decide how and where to run your ad, depending on your options. The only things within your control are your Ads option, your budget, and your target audience. The rest belongs to Google.
Another important point to note is that Google uses historical events to identify the right targets. They keep track of previous site visits, video views, app downloads, etc. to determine what ads to display.
Last but not least, Discovery ads run on a PPC basis. That means you have to pay some amount of money to Google for every click on your ad.
Why use Discovery Campaigns?
Discovery Campaigns have not been around for long; it is understandable why you might have some doubts. If the 800 million users are not enough to convince you, maybe these facts will.
Discovery campaigns are a perfect avenue to create brand awareness. People cannot convert to your brand if they do not know about it. And this is where Discovery ads come into play. According to research, 86 % of all the people who go online go there to look for shopping ideas and inspirations. And that’s not all. Also, 76% of all the people who go online enjoy making a new discovery when shopping.
That is just one of the reasons why you should use Discovery ads, but it is the most important one. Everything else comes after this. For instance, if you are effectively creating brand awareness, then chances are your conversion rate will go up too. Your public image, brand loyalty, and ultimately ROI (Returns on Investment) will follow suit as a result.
If done well, Discovery campaigns are just the thing you need to grow your digital agency. And the big question is, how?
Below are some ways you can take advantage of to become one of the most successful digital agencies both locally and internationally.
Target the Right Audience
Choosing the right target audience is the first and most important thing you need to do to ensure that your marketing efforts do not go to waste.
Nearly 3 out of 4 people who go online agree that they are always on the lookout for brands and products that are relevant to them. Additionally, 85% of people will take action, i.e. reading reviews, comparing prices, and purchasing the product within 24 hours of discovering a product.
If you are not targeting the right people, your Discovery Ads become irrelevant, and that means that they will not result in any action. Make sure you target the right audience for your ads to be relevant.
There are several targeting options available for you to use when choosing your audience;
- Demographics: Include age, relation station, gender, etc. of your audience.
- Remarketing: This involves going back to retarget people you have interacted with before. It’s a way to awaken the lost interests.
- Custom and Affinity: Involves targeting people based on their interests.
- Life Events: Involves targeting people based on life events such as a wedding, graduating, sports, and more.
Bid and Budget Wisely
Since you are spending money, you must also budget for your Discovery campaign. Ideally, you need to choose a budget that should be enough to make your campaign a success and a bidding option that will maximize it.
Your budget size will influence your success so take your time to choose the right budget.
When it comes to bidding, you use these two strategies to pick the right option;
- Target Cost Per Acquisition (CPA) bidding; ideal if your budget is at least; 10 times more than your target CPA.
- Maximize Conversations bidding; ideal for small budgets and businesses that expect less than; 10 conversions in a day.
Utilize Your Additional Settings
Apart from the usual settings, Google provides some additional settings which you can manipulate to enhance your Discovery campaign. These are;
- Setting a start and end date for your campaign,
- Setting the specific times to run your campaign,
- The setting for specific actions for your campaign
Optimize Your Ads Assets
To enhance your campaigns, you need to optimize your ad assets to meet your criteria;
Your headline should have a maximum of 40 characters and must be aligned; with the rest of the ad assets. You can have as many as; 5 headlines for one brand if you are using a single-image setup. But if you are using the multi-images carousel ad, you can set your headline to align with each of your images.
Your description should complement your headline and compel your users to take action. You can have as many as; 5 descriptions for one brand and use as many as; 90 characters in each. Additionally, you can combine it with any of your landing pages, images, and headlines to make it even more appealing.
Remember, Discovery campaigns are all about using visual communications to interact with your users. Ensure that you optimize your images to serve that purpose.
As for naming your business, you can only use one name for a single brand and a maximum of 25 characters.
Your logos will appear in your ads and can affect some of the properties of your Discovery Ad. So, make sure you stick to the recommended guidelines, which are;
- 1:1 square logos only
- Max size: 1200×1200
- Min size: 128×128
- 1 Mb logos or below
- Transparent background for centered logos.
Optimize your final URL so that your users can find you when they click on your ad. For multiple images set up, you can use a different landing page for each image.
Choose a suitable CTA from the list in the ad creation tool.
Close to 60% of people have discovered their favorite brands while watching videos, catching up on news feeds, reading emails, etc. These are statics you cannot afford to ignore.
Utilize Google Discovery campaigns to reap the maximum benefits out of your advertising efforts.