People turn to Google to find answers, communicate, be entertained, and discover great ideas. Scrolling through feeds is becoming a bigger part of that journey and that’s where Discovery ads come into play.
What is a Discovery ad? Discovery ads let you present your brand and products by showcasing multiple images to people during the scrolling moment, when they are open to trying something new, in a swipeable carousel format. These moments provide a great opportunity for you to become one of their favourite brands.
Where do Discovery ads show? Discovery ads are adaptive and will present your message on Youtube’s home and watch next feeds, as people are browsing for their favourite videos, in Gmail as they look for offers and promotions and in Discover feeds where millions of people scroll everyday to catch up on their favourite topics.
So, what are Google Discovery Ads then? Discovery ad campaigns give you a simple and efficient way to engage billions of users as they browse content across the mentioned feeds, through a single Google Ads campaign. Discovery campaigns must comply with the Google Ads Policy guidelines and Personalized advertising guidelines.
Discovery ads are rolling out across the Google network. For a long time, google has been the superior choice in terms of the intent based search because you know the keywords that people are going to search for when it comes to making a conversion or a sale.
Now, with Discovery ads, Google is determining how it can be on par with Facebook because Facebook has a tremendous reach of 2.9 billion users. Google is starting to work with its sophisticated machine learning algorithms to not only work in the Discover feed but take those ads and move them to gmail and Youtube which is going to be closer to about a 2.6 billion reach, which is almost on par with Facebook.
This is going to give a new layer of depth to the type of promotions you can run on the Discover network. What agencies are doing is they are testing their social media posts and determining which ones are doing the best. Then they are distilling those down and putting those into the Discover feeds so that they can get similar results.
What’s new here is Google is targeting audiences based on certain parameters. For example, the people who like boots versus the people who are actually searching for boots at the moment and are ready to buy. Those are going to be two different habits in terms of customers, but it gives you a layer of depth that was only available on Facebook and you would have to compound the two networks together. Now this compounding effect is going to happen on the Google network and you are going to start seeing a lot more high quality audiences and high quality advertising. There is a bar for display advertising and depending on how good your art can get, is going to help you achieve the maximum results possible.
