TARRESHA POINDEXTER: Hi, everyone.
My name is Tarresha Poindexter.
And I'm a global product lead at Google.
I'm here today to share tips to help you drive success
from discovery campaigns.
People turn to Google every day to find information and explore
content online.
They're watching videos, pouring over product images,
checking out the latest news and trends,
finding promotions, and more.
And when they find something that meets their needs,
they're ready to shop.
Over 70% of consumers are always on the lookout
for new brands and products that make their lives easier.
Discovery campaigns give you a simple and efficient way
to engage billions of users as they browse
content across the YouTube home feed, discover,
and the promotions or social taps in Gmail.
And you can do this from a single campaign.
To get started, create a new campaign in Google Ads,
you can create separate ad groups.
But you should only go down this route
if you need to customize your messaging for different types
of products or services or different customer segments.
Consolidating ad groups has two major benefits.
It saves you time and simplifies how you manage your campaign.
Through automation, you can still
supply multiple creative assets per ad group
and have our systems create different variations.
It also helps your campaign perform better
since machine learning works faster and better
with more data.
When you're setting up a discovery campaign,
the first steps are to name your campaign,
choose the locations and languages you want to reach,
set your bidding goals and budget.
We recommend a daily budget that's
at least 10x the value of your target CPA bid
so your campaign has room to scale
and doesn't become constrained by budget.
Next step is selecting your audiences.
Focus on audiences that are most likely to convert
for your business.
We've seen advertisers drive great results
starting with for marketing, customer intent,
or in market audiences.
With customer intent audiences, we also
recommend including at least 10 of the top converting keywords
from your search campaigns to help define and reach
the right audience.
Finally, build your creatives.
Discovery ads are designed to natively integrate
into the browsing experiences on Discover, YouTube, and Gmail.
From the assets you provide will help
you build ad variations that look great
across these contexts.
First, you'll enter a final URL.
Next comes images, which are a critical piece
of your creatives to capture consumer attention
and interest.
With discovery campaigns, you can
upload brand logos and images.
Here are our top four tips.
Use lifestyle or inspirational images
that resonate with things your customers care about
and clearly showcase your products.
Provide a diverse range of high resolution imagery that
showcases your brand and products at their best,
at least 1,200 by 628 pixels.
Overall, you should provide as many high quality text
and image assets as possible.
Upload both square and landscape images
to allow your ads to run on a variety of placements
and drive better performance.
You also don't need to reinvent the wheel.
Feel free to test creative assets that already perform
well from your other marketing campaigns,
like email and social.
If they're successful in other campaigns,
they could work great with discovery campaigns also.
Another thing to keep in mind--
don't include call-to-action buttons
in your uploaded images.
You'll add a separate interactive call-to-action
button later in the setup process
that will appear with your ad.
Images that contain call-to-action text or buttons
will be disapproved.
After uploading your images, enter
your business name, up to five headlines
and up to five descriptions.
Want a pro tip for your ad text?
Offer clear calls to action and highlight
special offers or promotions that
encourage consumers to engage.
Once your assets and messaging are in place,
you're off to the races.
Give your campaign time to ramp up
and learn what tribes the best performance
before making any changes.
Wait until your campaign has generated at least
40 conversions for our machine learning models
to learn what works best for your campaign.
Adjusting your budget or bidding goals prematurely
could interrupt this learning process.
We hope these recommendations help you set up your discovery
campaigns for success.