Google Discovery Ad Essentials for Your Next Campaign

Google Discovery Ads are a type of native ad that allows you to reach users who are actively browsing the web on Google's network.

They can be used to drive website traffic, generate leads, and even make sales.

To create a successful Discovery Ad campaign, you need to understand the key essentials.

Start by setting a clear objective, such as driving traffic to your website or generating leads.

This will help you create ads that are tailored to your specific goal.

Expand your knowledge: How Do I Add Google Ads to My Website

Google Discovery Ads are a type of ad that allows businesses to reach a wider audience, including people who may not be actively searching for their product or service.

They are designed to be visually appealing, with a focus on images and videos, and can be created using Google's ad platform.

These ads can appear in various locations across the web, such as on websites, mobile apps, and even YouTube videos.

Curious to learn more? Check out: Can You Have Videos on Google Ads

Google Discovery Ads are a type of ad that allows you to reach a wide audience, including people who are not actively searching for your product or service.

They are designed to be visually appealing, with a focus on image and video content, and can be displayed on Google's Discover feed, YouTube, and other websites.

Google Discovery Ads are a type of performance-based ad, which means you only pay when someone interacts with your ad.

The ads are automatically created based on the content of your website, so you don't need to create separate ad copy or images.

You can also target specific audiences based on their interests, behaviors, and demographics using Google's targeting options.

The ads can also be displayed on the Google Search results page, giving you even more visibility.

Google Discovery Ads are a great way to increase brand awareness and reach a wider audience, without the need for complex ad setup or targeting.

Google Discovery Ads are a type of ad that allows businesses to reach users who are browsing their website or engaging with their content.

They're designed to be more visually appealing and engaging than traditional text-based ads, with features like images and videos.

These ads are shown to users who are likely to be interested in the product or service being advertised, based on their online behavior.

They can be displayed on various platforms, including Google's search engine results pages, YouTube, and other websites.

Google Discovery Ads are a cost-per-click (CPC) model, meaning advertisers only pay when a user clicks on their ad.

This can help businesses save money and get the most out of their advertising budget.

By using Google Discovery Ads, businesses can increase their online visibility and reach a wider audience.

To set up a Google Discovery ad campaign, you'll need to sign in to your Google Ads account and click on the 'Campaigns' option. From there, click the '+' button to create a new campaign.

For your interest: Google Ads for Website

Choose your marketing objective, such as Sales, Leads, or Website Traffic, as these are the only objectives that allow you to run a Google Discovery campaign.

Select the Discovery campaign type, name it, and pick your location and language targeting options. You'll also need to select a smart bidding strategy and set a budget, as manual bidding isn't allowed for Google Discovery ads.

Here's a quick rundown of the steps to follow:

To set up a Google Discovery ad campaign, you'll need to create a new campaign in your Google Ads account. Select Sales, Leads, or Website Traffic as your campaign objective.

You can't bid manually for Google Discovery ads, so choose a smart bidding strategy and set a budget. This will help Google optimize your ad performance.

To create your first ad group, select your targeting options, including location and language targeting. You can also select the most relevant smart bidding strategy and set a budget.

Recommended read: Google Sem Ad Campaign

Here are the steps to create a new campaign:

When deciding which campaign type to start with, consider the optimization capabilities of Discovery campaigns. They're optimized for the "bottom of funnel" which means they're great for conversions.

Discovery campaigns tend to have higher cost per click compared to Display campaigns, but they also tend to have higher conversion rates and lead quality. I've observed this anecdotally, and it's worth considering.

If you want to use Discovery campaigns on an awareness objective, you can create a conversion action based on page views. This essentially turns your Maximize Conversions bid strategy into a Maximize Clicks bid strategy.

I usually recommend testing Discovery campaigns before Display campaigns, as they often provide high-quality traffic and audience matching.

For more insights, see: Google Display Ad Dimensions

Google Discovery ads can help improve brand awareness by reaching more Google users than with Display ads alone.

You can drive conversions by helping actively interested users find your site in their curated newsfeed.

Retargeting previous site visitors is also a key benefit, keeping your brand top-of-mind when they're ready to buy.

With Discovery ads, you can also improve efficiency by limiting the Google properties where your ad is placed.

Automated bidding strategies like maximise conversions and target cost-per-action can save you time on campaign setup.

Google highlights several key advantages of Discovery ads, including broadening your brand's exposure to wider audiences.

By using Discovery campaigns, you can reach more people and increase your brand's visibility.

Here are some specific benefits of Google Discovery ads:

Google Discovery ads have specific specs to ensure they convert well with users. To create a single-image Discovery ad, you'll need 3-5 headlines of around 40 characters each, and 3-5 descriptions of about 90 characters each.

For single-image ads, you can use landscape, square, or portrait images. The recommended sizes are 1,200 x 628 px for landscape, 1,200 x 1,200 px for square, and 960 x 1,200 px for portrait. All images should be in JPG or PNG format.

Here are the image format specs for single-image ads:

Google Discovery ads require specific information to create effective ads. The specs for these ads differ depending on the type of ad being created, whether it's a single-image Discovery ad or a carousel Discovery ad.

For a single-image Discovery ad, you'll need to include 3-5 headlines of around 40 characters each. This is a key difference from other ad types, where you might have more or fewer headlines.

Here's a summary of the specs for both ad types:

You can use up to 20 images for a single-image Discovery ad, but make sure they're in the correct format.

Google Discovery ad specs allow for three image formats: landscape, square, or portrait. Each format has specific size requirements to ensure optimal display.

For landscape images, the required size ratio is 1.91:1, with a recommended size of 1,200 x 628 px and a minimum size of 600 x 314 px.

Square images have a 1:1 size ratio, with a recommended size of 1,200 x 1,200 px and a minimum size of 300 x 300 px.

Discover more: Google Ad Images

Portrait images have a 4:5 size ratio, with a recommended size of 960 x 1,200 px and a minimum size of 480 x 600 px.

You can only add square or landscape images to a carousel ad, and all images must be the same format.

Here's a summary of the image formats for Google Discovery ads:

Remember, all images should be in JPG or PNG format, and it's recommended to use the highest possible resolution for the best results.

Google's Performance Max concept simplifies ad campaigns, making it easier to get started with just a few settings.

You only need to set bidding, audience signals, and add high-quality creative assets to get started.

Performance Max campaign type offers a wide range of placements, allowing you to reach a large audience.

By using Performance Max, you contribute to Google's learning process about successful advertisements, making the system better over time.

The more you use Performance Max, the more it improves, helping you achieve better results.

For Google Discovery ads, you'll want to make sure your creatives are top-notch. This means using a variety of images, headlines, and descriptions to capture users' attention.

Use the "rule of 3" to add at least 3 images of each type (square, horizontal, and vertical), 3 headlines, and 3 descriptions. This will give you the best chance of creating an ad that resonates with your target audience.

Google recommends using images with a minimum size of 600 x 314 px for landscape, 300 x 300 px for square, and 480 x 600 px for portrait. These sizes will ensure your images look great on any device.

To make your ads mobile-friendly, keep in mind that images should be in JPG or PNG format and have the highest possible resolution. This will help your images look striking and clear on smaller screens.

Here are the recommended image sizes for Google Discovery ads:

Remember, the more high-quality creative assets you add, the better your ads will perform. So take the time to gather your best images, headlines, and descriptions, and you'll be well on your way to creating successful Google Discovery ads.

The App Discover Feed is a placement where Discovery ads can show up. It's identified by a small "Ad" text in the lower corner.

You can find your ads in the Google App feed, which is one of the three places where Discovery ads can be displayed. This includes YouTube, Gmail, and the Google App feed.

The Google App feed is a popular placement for Discovery ads, allowing you to reach a broader audience. This feed is available to users who have the Google app installed on their devices.

Here are the three places where Discovery ads can be displayed:

Google Discovery ads can appear in various places, including Gmail, where they show up in the "Promotions" or "Social" tabs.

You may see ads like the one from Google Discovery Ad Examples, which opens up like an email and shows details on the offer from the brand.

In the Google Discover feed, ads can showcase high-value tech and benefits, like the tech leasing platform Raylo ad, which crams in free delivery, rapid sign-up, and low monthly payments within the 90-character limit.

Related reading: Google Ad Tech Trial

Google Discovery Ads placements offer advertisers a powerful way to engage with potential customers across various platforms, including Gmail, YouTube, and the Discover feed.

The quality portrait image and concise ad copy in the Raylo ad map well to the landing page, which heightens the company's credibility by referencing their FCA approval and TV appearances.

Discovery ads reach those exhibiting high-intent behavior, as determined by Google's algorithms, making them ideal for ecommerce businesses looking to acquire new consumers.

Display ads, on the other hand, deliver ads in the Google Display Network, whereas Discovery ads are only on Google feeds.

Performance Max and Discovery ads both offer unique advantages, but cater to different marketing objectives.

Discovery ads are great for introducing audiences to products and/or services, while Performance Max campaigns might be more suitable for other marketing goals.

Display ads may not always drive high-intent action, unlike Discovery ads which are designed to do so.

The key differences between Performance Max and Discovery campaigns lie in their unique advantages and marketing objectives.

With Google Discovery Ads, you have more control over your targeting options compared to other ad formats. You can choose from a range of targeting options, including demographics, affinity, in-market, life events, and custom segments.

Google Discovery Ads only allow audience targeting, whereas Google Display Ads offer both audience and content targeting. This means you can't use content targeting with Google Discovery Ads, but you can still target a wide range of audiences.

Here's a comparison of targeting options for Google Discovery Ads and Google Display Ads:

You can also opt into optimized targeting by default for both campaign types, which you can turn off in your audience settings if you'd like. This can help you reach your goals faster and make managing ad campaigns much simpler.

Targeting is a crucial aspect of advertising, and Google Ads offers a range of targeting options to help you reach your desired audience.

Google Display campaigns offer the full range of Google's audience and content targeting solutions, allowing you to go as broad or as narrow as you like.

If you add Placements, Topics, and/or Keywords to your Display campaign content targeting, Google Ads will treat those as “OR” options rather than “AND.” For example, if you add five Topics and five Keywords to your ad group, your Display ad can now serve on any of those five topics OR any of those five keywords.

Google Discovery campaigns, on the other hand, only accept audience targeting, which includes Demographics, affinity, in-market, life events, your data segments, custom segments, and combined segments.

To create an “AND” relationship between audiences in Google Display campaigns, you must create a Combined segment.

You can gain more control over targeting by running dedicated campaigns for Google Discovery, Display, or YouTube, which allows you to decide on ad format, audience targeting, and more.

Here's a comparison of the control levels of PMax Ads and Discovery Ads:

By choosing the right targeting options, you can optimize your advertising efforts and increase the effectiveness of each specific campaign.

Optimization is a crucial step in achieving your goals with Google Ads. Easier optimization is made possible with Google's smart technology, which automatically adjusts your budget and bids on different advertising platforms.

To simplify the process, you just need to set your budget and objectives, and Google takes care of the rest. This can help you reach your goals faster than with regular campaigns.

Display and Discovery ads have their own performance metrics, such as interaction rate and cost per engagement, which can be different from the usual PPC metrics for search and Shopping campaigns.

For Display and Discovery campaigns, the most important indicator of success is your ad creative. Google's quantitative research found that certain ad creative elements perform better than others.

Here are five highlights of Google's research on what works best in a Discovery campaign:

If you're unsure about your ad creative, test different elements to see what performs best. You'll get asset-level performance ratings in both Display and Discovery campaigns.

To get the most out of your Google Discovery campaigns, it's essential to resist making changes too soon, giving Google time to gather enough data to create strong, optimised campaigns. This means avoiding any changes during the Learning period.

You should test and refine your targeting options, ad creative, and landing pages continually after the Learning period. This will help you find the most valuable Discovery ad combinations. Experiment with both single-image and carousel formats to see which ad performs best.

Use high-quality images with recommended image resolution, and aim to use text in images sparingly. Target the right audience using Google's range of targeting types, including remarketing, custom audiences, and similar audiences. You can also toggle Automated Targeting on or off, depending on your specific audience needs.

You might like: How to Use Google Adwords to Increase Traffic

Let's dive into the best practices for making the most out of your Discovery campaigns. Resist making changes too soon, as it takes time for Google to gather enough data to create strong, optimised campaigns.

To get the most out of your Discovery ads, you need to give Google time to gather data. Try not to make any changes during the Learning period. This will allow you to see which ads are performing best and make informed decisions.

Test your targeting options, ad creative, and landing pages continually after the Learning period. This will help you find the most valuable Discovery ad combinations.

High-quality images are more likely to attract buyers, so use the recommended image resolution. If you're using text in your images, aim to do so sparingly.

Here are six best practice tips for getting the most out of your Discovery campaigns:

Saving Time is a crucial aspect of running a successful business, and there are several strategies you can employ to free up more time for what matters most.

Google handles most of the campaign work, so you don't have to spend as much time managing it yourself. This frees you up to focus on other important aspects of your business.

By automating routine tasks, you can reduce the time spent on administrative tasks and allocate it to more strategic areas of your business.

Google's campaign management capabilities can help you streamline your workflow and save time, allowing you to focus on growth and development.

Additional reading: Google My Business Ad

Google Discovery ads can be a great alternative to traditional display ads, limiting where your ads are shown and getting a great return on your investment.

By using Lunio, you can help improve the performance of any Google Ads campaign, including both Discovery ads and Display ads.

Lunio's performance marketing efficiency platform helps you reallocate up to 25% of your ad spend from invalid clicks to revenue generation.

Google handles most of the campaign work, freeing you up to focus on other important aspects of your business.

To set up a Google Discovery ad campaign, you'll need to create a new campaign in your Google Ads account and select Sales, Leads, or Website Traffic as your campaign objective. This is because other objectives won't allow you to run a Google Discovery campaign.

You'll then choose the Discovery campaign type, name it, and select your location and language targeting options. It's essential to select the most relevant smart bidding strategy and set a budget, as you can't bid manually for Google Discovery ads.

To create your first ad group, select your targeting options and click Ads and Extensions. From there, you can select a standard (single-image) or carousel Discovery ad. Make sure to add the required information and upload your images.

It's worth noting that you should allow a two-week Learning period so Google can collect information and optimise your bids. Try to avoid making changes to your campaign during this time.

Google Discovery Ads offer a range of advanced features to help you reach your target audience effectively.

With Google Discovery Ads, you can upload your own video content to showcase your brand's personality and messaging. This feature allows you to create a more immersive and engaging ad experience for your audience.

You can also use Google Discovery Ads to target users based on their interests, behaviors, and demographics. This is done through a process called "audience targeting", which helps you reach people who are most likely to be interested in your product or service.

Google Discovery Ads are particularly effective for e-commerce businesses, as they allow you to showcase your products in a visually appealing way. By using high-quality images and videos, you can create an ad that stands out from the crowd and grabs the user's attention.

One of the key benefits of Google Discovery Ads is their ability to drive conversions and sales. By using the "conversions" feature, you can track the number of sales or leads generated by your ad, and make data-driven decisions to optimize your ad campaign.

Google Discovery Ads also offer a range of bidding options, including cost-per-click (CPC) and cost-per-thousand impressions (CPM). This allows you to choose the bidding strategy that works best for your business and budget.

Explore further: Google Ad per Click

Performance Max and Discovery Ads can be game-changers for businesses, driving growth and boosting brand recognition.

Ted Baker, a British fashion brand, saw a significant drop in offline sales due to COVID-19 lockdowns, prompting them to explore new advertising options.

Their previous Google Ads strategy focused on Search and Shopping campaigns, but they made a bold move by incorporating Discovery Ads to revive their business.

Ted Baker leveraged automation to manage their bids, creative design, and customer data, reconnecting with past website visitors using carousel layouts with social media pictures.

They also experimented with target return on ad spend (tROAS) bidding for their Discovery Ads, achieving a remarkable 62% boost in ROAS and a 70% increase in revenue.

These outstanding results convinced Ted Baker to roll out Discovery Ads globally, making it a core part of their ongoing advertising strategy.