Google Discovery Ads
Google mainly for advertisers it is generally used as a search intent advertising platform. But still, there are exceptions in every case. Not everyone wanders around google to make purchases. There are times when we casually browse through youtube videos and scroll through the Gmail to see if something very interesting is around. With these Users in Mind, Google announced a new ad format which is called the Discovery Ads which are soon becoming available for marketers and advertisers to make use of it.
What Exactly is Discovery Ads
Discovery Ads are no different from other Ad formats from the google that marketers or advertisers normally use. They tend to look like normal display ads in search feeds and Gmail ads in Gmail. But the difference discovery ads make is the intent and their functionality.
Advertisers need to deliver google a few images, a headline (up to five), and a copy to Google. Google uses machine learning and AI to create the ad and put it to an audience you want to target at the right time and place. The advertisements can appear on Gmail’s Google Discover list, YouTube home feed and social / promotion tabs.
Why Discovery Ads
Google wants to help marketers take people from awareness to purchase. Google aims to push searchers along the marketing funnel to buy by bringing advertisers in front of consumers when they’re in the early stages of the marketing funnel that is awareness and consideration. Since Discovery ads appear on the top of the marketing funnel, a definite call to action that promotes a purchase is not recommended. The primary aim of the ads will be to move the prospect down to the marketing funnel.
All About Google Discovery Ads
- Separate Campaign
Like running other Ads Discovery Ads should be running as a separate campaign. In the Discovery Ads, advertisers upload the creatives, the landing page and minimal copy Ideas. Google with the help of machine learning and AI technology optimizes and handles the ad delivery. Primarily in Discovery Ads as we normally say related to search ads the user’s “search intent” doesn’t play a big role.
Custom intent audiences and in-market audiences should be the main priority of this discovery ad campaign type because the targeted customers are at the top of the marketing funnel.
Always be clear while creating content for discovery ads because the targeted audience will be on the top of the marketing funnel.
- Machine Learning and Artificial Intelligence
The whole implication of Discover Ads is that Google’s machine learning algorithms identify and deliver what the users want.
You must enter a landing page URL, at least one picture, a logo, and up to five headlines and five descriptions when setting up those advertisements. Google’s machine learning from there serves the best combinations over the most relevant and appropriate placements— or where your audience spends most of their time.
- Be in the Discover Mode
The Google Discover feed is the equivalent or very much similar to that of Facebook feed but powered by Google’s machine learning algorithms that cover and gathers more than 800 million people all over the world.
But it’s not just this target that advertisers touch and the Discover page is just one place where advertisements show up (on Google’s iOS and Android app, and Google.com’s mobile app).
- Avoid these crucial elements while creating Discovery Ads
People come to the Google Discover feed, YouTube and Gmail feed for searching and discovering new content that aligns with their interests. Google recommends that you choose high-quality images that tell the story of your brand to make sure ads appear both real and relevant. Make sure you avoid;
- Call to Action button or any lookalike clickable elements
- Clickbait ( content whose main purpose is to attract attention and encourage visitors to click on a link to a particular web page)
- Very Poor Quality Images
To Conclude
There are existing limitations on how many people you can reach through paid searching. Not every potential customer knows they’re a potential customer, after all. Discovery advertisements on the stages have shown a lot of promise. They’re focused on a different way to expand your scope and get a potentially more interesting audience in front of you than we normally see with most display-type campaigns. That’s all good news for advertisers and it’s going to be fun to see what kinds of results they produce when they end up going online!
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