Google Discovery Ads Campaign – Dos and Don’ts

Google is constantly looking for novel approaches to further strengthen its position in customers’ lives. Google Play Store, Google Wallet, Google Play Books, Google Movies, Google Voice, Google AdSense, and a number of other products have all been made possible as a result. Google Discovery Ads are a recent addition to the Google family. These are visually appealing and customized advertisements that show up in Google’s feed on YouTube, Gmail, the Google search engine, and other platforms. When the audience is ready to learn about new goods and services, that is when they primarily target them. A reliable digital marketing service would use Google discovery advertisements to create visually appealing ads that draw in viewers.

What Are Google Discovery Ads?

These days, when you open social media platforms, you might notice that the ads that appear on the homepage are mostly based on your search history on Google. Google Discovery Ads leverage AI for appropriate prediction based on what their users need at the moment. In other words, Google Discovery Ads are one step ahead of their customers.

Google introduced Google Discovery Ads at the end of November 2019. Today, Discovery Ads are available in beta versions as well. They are visually engaging native format ads that are intended to grab the attention of targeted audiences. The Ad may appear as a single image Ad or as carousels where the story of the Ad is conveyed through multiple images and the audience swipes through the images to know more about the advertisements. As they are assisted by AI, they are fully automated and available on electronic devices like mobile, tablet and so on. The main aim of Discovery Ads is to instantly exhibit to your customers something they are looking for at the moment. In other terms, it is developed to drive audiences’ interest as well as to drive action.

Now you might think, where are Google Discovery Ads shown? Well, these ads mainly run on three major properties such as Discover, YouTube and Gmail. To promote your ads, Google Discover would set up a campaign. Let’s discuss the Google Discovery Ads campaign in detail.

What Is Google Discovery Ads Campaign?

Creating visually engaging Ads doesn’t mean that it would reach the right audience. For that, a campaign is necessary. Google Discovery Ads Campaigns help your ads to reach around 3 billion target audience across Google feeds to achieve your performance goal in Google Ads.

The main benefit of Google Discovery Campaign is that you can make your ads reach your ideal customers through a single campaign. The other benefits of Google discovery campaign include:

• Helps to find new customers with a single campaign through YouTube Home, Google Discover, Gmail and social media platforms.
• Would support Google’s Customer intent algorithm to target specific audience that show interest in a particular product.
• Generate visually engaging ads in a native format to grab the attention of the targeted audience.
• Machine Learning builds appropriate layouts for the ads that help generate customer interest and action without much effort and time.
• Can set frequency goals using automated bidding option for effective ad placement.
• Discovery Ads have the ability to reach 800 million global users through various online platforms.

Google Discovery Ads is considered a game changer, and you can use Google Discovery campaigns, if you want to:

• Invite or attract the attention of new customers towards your product
• Reconnect with your valuable customers

Google Ads Discovery Campaign is not limited to above-mentioned facts. It is more than that. However, while creating Google Discovery Ads, you should take care of certain factors.

There are certain Dos and Don’ts with regard to Google Discovery Ads.

Dos

• Always use high-quality images: As ads narrate their story through images, this is important for Discovery Ads. Thus, it is best to use high-quality and relevant images for the ads.
• Use attractive headings: The headline should drag the targeted audience to your product. So, the headlines should be simple, concise and attractive.
• Target specific audience: Google Discovery Ads help you to target a specific audience group that show interest in exploring your products through their previous search history. Make use of this facility the most. As a result, it would help you to make your products or services available to the interested group of people.
• Add relevant keywords: As the name suggests, keywords help your ad reach the right hands. In other words, these are a set of words used by the audience to find their targeted product. If you include such words, it would help your product to reach the people who are searching for it.
• Write captivating ad copy: Write attention-grabbing copy for your ads that makes people want to click on it. Emphasize the features, advantages, and special deals that set your company apart. To ensure a smooth user experience, utilize clear and succinct language, a compelling call to action, and align your ad copy with the landing page.
• Utilize your creativity to learn through social media:
  Similar to other social media platforms, Discovery allows users to browse their feeds. Apply any insights you may have gained from social media platforms to your advertisements to see if they continue to grab attention.
• Advertise at every stage of the funnel of discovery: All phases of the funnel are suitable for using ads. Starting with Remarketing audiences and working your way up to Custom Audiences and In-Market audiences is the recommended approach.
• Test different versions of your ad: The process of testing is important for the success of any Discovery Ad Campaign. So, try the same advertisement with different images, headline and description and check which version works best for your ads.

Don’ts

• Don’t use stock photos: It is better to avoid using generic stock photos as it could affect the credibility of the ads. Creating an image appropriate to your ad would increase the reliability of your ads.
• Avoid misleading headlines: Using misleading headlines or clickbait would damage the credibility of your product and may lead to the banning of your ads. In this scenario, give catchy and attractive headlines to attract the proper audience.
• Don’t try to attract everyone: If you are trying to appeal to everyone, you might not achieve your goal. It is better to target a particular audience group that is interested in or searching for the specific product or service, and craft your ad accordingly.
• Avoid stuffing too many keywords: Stuffing too many keywords would make your ad look spammy. In addition, it could lead to a ban. Thus, always keep in mind to limit the use keywords in discovery ads, i.e. use only what the content demands.
• Don’t give up: If you analyze the growth of the most successful discovery ad campaign, you might notice that the same ad might have a story of failure. So, don’t get discouraged if you couldn’t achieve your goal on your initial or multiple tries. You should keep trying different formulas until you land on a successful version of your ads.
• Not testing new pictures, headlines, and synopses: Keep an eye on your assets’ performance and update any that are still categorized as “low” performers.
• Don’t over utilize KPIs in the Lower Funnel: While there are a variety of audience categories that you may use, such as in-market, affinity, demographic, and first-party audiences, you should approach discovery similarly to display and some social media methods, where your goal is typically to build rapport with your audience first.
• Don’t ignore mobile optimization: Users’ online actions are heavily influenced by their mobile devices. Make sure your Google AdWords campaigns are mobile-friendly. Use mobile-specific ad extensions, make landing pages that are optimized for mobile devices, and choose responsive ad formats.

Dos	Don’ts
Always use high-quality images	Don’t use stock photos
Use attractive headings	Avoid misleading headlines
Target specific audience	Don’t try to attract everyone
Add relevant keywords	Avoid stuffing too many keywords
Write captivating Ad copy	Don’t give up
Utilize your creativity to learn through Social Media	Don’t forget to test new pictures, headlines, and synopses
Advertise at all stages of the funnel of Discovery	Don’t over utilize KPIs in the Lower Funnel
Test different version of your ad	Don’t ignore mobile optimization

You can position yourself for success while managing Google Ads campaigns by adhering to these dos and avoiding the don’ts. Recall that it’s critical to modify and enhance your campaigns in the light of user feedback and data insights. Your Google AdWords campaigns can provide outstanding results for your company if they are carefully planned, strategically executed, and continuously optimized.

Google Discovery Ads is an innovative initiative from Google. Experts say that it would bring a revolutionary change in the world of online advertising. Even though they would charge a certain amount, the demand for Discovery Ads is growing due to its reachability. Google Ads Discovery Campaign would take discovery ads to the next level. Organic SEO services as well as content writing services would work together to make effective ads for Google Discovery Campaign. As Google is coming up with new and innovative ideas to retain their users, we can expect a lot more like Google Discovery Ads from them in the future.