Google’s announcement of Discovery campaigns approximately one year ago marked a significant advancement for marketers eager to engage potential customers with visually compelling stories. These campaigns, known as Google Discovery ads, have not only been visually appealing but also profitable, making waves among other ad formats.
They are considered profitable because Google Discovery campaigns utilize conversion-focused strategies such as Maximize Conversions and Target CPA. Additionally, they offer a significant advantage in terms of reach, potentially reaching up to 3 billion users, as well as cost-per-click, which can be as much as 10 times lower than traditional Search campaigns.
Through Google Discovery ads, brands can establish a strong presence across various promotional channels, leveraging captivating visuals to engage their audience effectively.
Where Discovery ads are displayed
- In Google Discover
While in Search, the user finds information of interest through search queries, Discover has a different approach. Content is served based on what Google deems to be a good match with the user’s interests. The feed is personalized according to interests, and its content is constantly refreshed every time new ads are published. This source of traffic is supplementary to search.
Discover has nearly 800 million monthly users, making it a valuable display space for reaching new users who are getting acquainted with the brand.
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In YouTube Home – ads are placed in a visible area, ideal for attracting the attention of new users
- In Gmail – ads are displayed in the Promotions section
Placement destinations on multiple channels are a definite advantage of these campaigns, especially for brands that aim for a maximum display at advantageous costs.
Perhaps you’re wondering when is the ideal time to create a Discovery campaign:
- When you want to increase sales, the number of form submissions or quote requests, newsletter subscribers, or website visitors
- When the goal is to attract new customers to the brand primarily using visual promotional materials
- When aiming to increase customer retention
Google Discovery campaigns are versatile in terms of the types of ads they display
- Standard Ads, similar to Responsive Search Ads, but this time the text is accompanied by suggestive images + logo + call-to-action button. Up to 5 headlines and 5 descriptions are allowed.
In this case, machine learning plays an important role, with Google using artificial intelligence to serve the best combinations of headlines, descriptions, and creative images to the right audiences.
We mentioned earlier that these ads are similar to Responsive Search Ads, but they come with an additional benefit – allowing a maximum of 40 characters in the case of headlines, compared to 30 in search ads.
Another advantage is the „Call to action” button and the ability to choose from a variety of options, such as: Sign Up; Book Now; Contact Us; Buy Now; Subscribe, etc.
You can upload up to 15 different images in various dimensions
- Carousel Ads – Similar to Facebook Ads. This time, the ad allows 1 single headline and 1 single description, and for each service/product/category one card will be created (minimum 2, maximum 10).
Google allows Square (1:1), Landscape (1:91:1), Portrait (4:5) and Logo (1:1) images for Standard ads and Square, Landscape and Logo for Carousel ads .
Requirements for Images:
- Square Image should have a minimum size of 300×300 px, but the recommended dimensions are 1200×1200 px.
- Landscape Image – minimum dimensions 600×314 px. Recommended dimensions: 1200×628 px.
- Portrait Image – minimum dimensions: 480×600 px. Recommended dimensions: 960×1200 px. This does not appear on YouTube.
- Maximum file size is 5 MB
- Accepted file types: JPG, PNG, GIF.
Because images play an important role in this type of campaign, below are some things to avoid to prevent their rejection:
Avoid graphic or text overlays
Avoid overlapping logos
Try not to upload images with too many free spaces (excessive space) or those where the most important aspect of the image is proportioned so that the product or service offered can no longer be recognized.
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Do not use collage-type images
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Avoid blurry, unrecognizable images
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Do not use distorted images
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Do not use images with nudity (including for artistic purposes), images with sexually suggestive content
Images featuring clothing on models (allowed if models are sufficiently covered and do not excessively expose skin) and images containing lingerie and swimwear (allowed if photographed on a flat surface or mannequin).
Audience Targeting in Google Discovery Campaigns:
Although you cannot use keyword targeting, Google Discovery campaigns allow the use of audience targeting, which can be of the following types:
- Remarketing: Target previous customers or visitors to the site’s pages.
- Demographic Targeting: Based on age, gender, education, etc.
- In-Market: Target users interested in certain products, looking for information, and comparing them.
- Affinity: Audiences created based on users’ interests and passions.
Both the messages used and the creatives must comply with both Google policies and personalization policies.
Prohibited Categories:
- Regulated Goods: Alcohol, tobacco, drugs.
- Weapons or Crime: Items depicting or referencing weapons or crimes. Exceptions include: items depicting or referencing the prohibited categories above in a fictional work for entertainment, such as video games, or items that reference the prohibited categories in a non-violent or criminal context, such as kitchen knives, artifacts, or Halloween costumes.
- Cash Sweepstakes or Gambling Content.
Negative Events:
- Materials Depicting Negative Life Events: Examples include divorces.
- Human-Caused Natural Disasters.
- Content Referring to Addiction Services.
- Content Related to Death.
- Content Depicting Trauma or Suffering: Examples include people in mourning or crying.
Additional Restrictions:
- Matrimonial Services Content.
- Implicit Interactivity: Visual elements that seem interactive or could receive clicks.
- Selfie Images: Exceptions include images associated with relevant products and services, such as selfie sticks and photography.
- Offensive Language.
- Confusing Text: Content that disregards generally accepted spelling and grammar rules, making the subject of the element difficult to understand.
Exceptions (Allowed with Limitations):
- Content Related to Funeral Services: Funeral homes, morgues, cemeteries, mausoleums, or companies offering memorial services.
- Content Referring to Family and Divorce Services: Lawyers/law firms/counseling.
- Content About Insurance or Assistance Services for Events.
- Content Depicting or Referring to Negative Events: In a scene from a fictional work for entertainment (video games, TV shows, movies, etc.).
Campaign Adjustments Not Allowed in Discovery:
- Manual Bidding Strategies.
- Ad Display Method.
- Device Targeting.
- Placement Selection.
- Ad Rotation.
- Contextual Targeting.
By combining audience targeting functions and attractive visual formats, Discovery campaigns are a valuable tool for both broad display and performance.
Although they present certain limitations, it’s worth testing them, especially since in some accounts they bring better results than Search campaigns (more conversions and lower conversion costs).
These campaigns work much better for Lead sites (generally more effective when running Standard ads). However, if the site is E-commerce and the focus is not only on performance but also on awareness, then you can test them in this situation as well. They will bring generous traffic and, additionally, more conversions than classic Display campaigns.
BONUS:
Starting July 2021 – Gmail campaigns will no longer be able to be created separately, they will be included in Discovery campaigns.
These types of campaigns usually open as regular emails that include promotional visuals such as images, videos or products from multiple retailers. Their big advantage is that all clicks in the extended email are free. Since Google Discovery campaigns target platforms other than Gmail Ads, when we switch from standalone Gmail campaigns to Discovery campaigns, we need to double the budget we would have originally set for that campaign type.
If you want profitable, well-structured and optimized Google Discovery campaigns, then you can contact us!
Images taken from: disruptiveadvertising.com/support.google.com