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.
Discovery ads let you present your brand and products to people during these moments,
when they’re open to trying something new.
And these moments provide a great opportunity for you to become one of their favorite brands.
Discovery ads are adaptive and will present your message on:
YouTube's Home and Watch Next feeds, as people are browsing for their favorite videos,
in Gmail, as they look for offers and promotions,
and in Discover, where millions of people scroll everyday to catch up on their favorite topics.
Setting up your Discovery campaign is simple and should align with your marketing objectives.
For example, you can focus on generating new leads, driving online sales,
or building awareness and consideration for your brand.
Let’s go over the set up process together.
In your Google ads account, choose a campaign goal
and select Discovery as the campaign type.
Enter a campaign name and choose the locations and languages you’d like to target.
Now it’s time to select your Smart Bidding strategy.
Smart bidding relies on Google's powerful machine learning to set real-time bids for each and every auction,
to help you achieve your marketing objectives.
You’ll choose either the Maximize conversions or Target CPA bidding strategy.
Maximize conversions will use your daily budget to gain as many conversions as possible within your set budget,
while Target CPA will drive as many conversions as possible
using the target cost per action that you’ve set.
If you choose Target CPA, make sure that your daily budget is at least 10x your CPA.
Next, continue through the campaign creation process by creating an ad group.
You’ll now select your audience targeting.
If your marketing objective is to drive online sales or generate leads,
start with the performance audiences of Remarketing,
Customer match, Custom intent, and In-market.
These audiences include people who have previously engaged with your brand
or have already shown interest in your product or service.
If you use Custom intent,
it’s recommended to build an audience with 10 or more of the best performing keywords from your Search campaigns.
To broaden the reach of your selected audiences, be sure to turn on Audience expansion.
If awareness and consideration are your marketing objectives,
consider also adding Life events, which allows you to reach people during major life milestones,
and Affinity audiences, which are based on interests and habits.
Make sure to separate your audiences, like Remarketing and Custom intent,
into different ad groups or campaigns.
Now you’ll want to provide creative assets.
These will be used to build rich and vibrant native ads
and are optimized for all Discovery feed experiences across Google.
Next, enter your Final URL.
When selecting images and logos, you’ll want to use your highest-quality assets.
To get started quickly, reuse assets you've already seen success with in other channels, like social.
To drive engagement with your ads, follow these creative best practices.
Use inspiring, high-quality images that highlight your brand’s value proposition,
select creatives that showcase your product clearly, in well-lit settings,
show people using your product in authentic ways,
select realistic scenes,
provide as many unique assets as possible,
and upload both square and landscape images.
If you don't have images to get started with, you can use the Stock photos tab for some fresh inspiration.
Now enter up to 5 headlines and 5 descriptions.
Make sure that your text offers a clear call-to-action, or highlights any special promotions.
And lastly, provide your business name and select your call to action text.
That’s it!
You’ve officially launched your Discovery campaign. Congratulations!
Be sure to give your campaign time to learn and optimize.
It’s recommended to allow two to three weeks before making any changes.
Also, once your campaign has had enough time to learn,
be sure to click on 'View asset details' to see how each image, description, and headline is performing.
To optimize your campaign, swap out any low performing assets with fresh creative.
For more step-by-step videos on Google Ads implementation and optimization,
check out Google Ads Tutorials on the Google Ads YouTube Channel.
If you have any questions, or for more information please visit Google Ads Help.
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