What is Google Discovery Campaign?
- You can use discovery campaigns to run advertisements in Google feeds, especially Gmail, YouTube, and Google Discover. According to Google, you can reach up to 2.9 billion people, so there’s no shortage of ad inventory.
- It is similar to Native ads.
- Discovery ads should be focused on driving conversions with the automated bidding strategies offered by Google.
Example of Google Discovery Ad:
Image source: https://surfsideppc.com/google-ads-discovery-campaigns/
Steps for Creating Google Discovery Ads
⇒ Step 1: Create Campaign
The first step is to log in to your Google Ads account. On the homepage click on “Campaigns”. Here you can create Google Ads Campaigns.
- The next step is to click on the blue “+” button and a drop-down menu will appear.
- Now, click on “New campaign” to create a campaign. Next, a new page will appear as below:
- Here, you need to select an objective for your campaign. For Google Display Ads, you need to select goals such as “Sales”, “Leads”, “Website traffic”, “Product and brand consideration” and “Brand awareness and reach”.
- If you are not sure about your goal, you can select “Create a campaign without a goal’s guidance”. Select a goal as per your business target. After selecting a specific goal, options will appear as,
- Now select a campaign type “Discovery”.
- Now select the conversion goal to optimize your campaign.
- Here you need to give the URL of your business website and enter your campaign name.
⇒ Step 2: Setting up Conversions, Locations, Languages, Bidding & Budget
In the campaign setting level, you can be setting up Conversions, Locations, Languages, Bidding & Budget.
- In my case, I want to track phone call leads only so I have selected that option.
- Now, select your location and language here. Here you can add multiple locations. You can also add a radius (i.e. area in miles or kilometers) for specific locations.
⇒ Step 3: Select Customer’s Language
Select the languages your customers speak.
- Only a few Smart Bidding options are available, like Target CPA and Maximize Conversions. Your bidding strategy should be focused on conversions and conversion value since discovery campaigns are designed to drive conversions for your business.
⇒ Step 4: Set Budget
Set your budget here. I advise taking your monthly budget, dividing it by 30, then using the result as your daily budget. That will ensure that you spend your monthly budget efficiently.
⇒ Step 5: Additional settings
Set additional settings.
⇒ Step 6: Create an Ad Group & Target Audience
It’s time to set your targeting and give your first ad group a name. When it comes to targeting, you have a lot of choices, which I’ve listed below.
Note: How Google Ads Work
Discovery Campaign Targeting
- Remarketing Audiences
- Similar Audiences
- In-Market Audiences
- Custom Intent Audiences
- Life Events
- Affinity Audiences
- Detailed Demographics
You can use demographic and interest audiences together to reach your target market.
⇒ Step 7: Create Ad
At this level, you can create two types of ads on discover ad and a discover carousel ad.
- Every Google Ads campaign should have at least 3 ads in each ad group. For the best outcomes, I suggest testing 1-2 discovery advertisements and 1-2 discovery carousel ads.
- Google Ads will keep serving your best-performing ads over time, which will improve overall performance.
Discovery Ad Example
Finally, your campaign is ready for creation and launch. After launching your discovery campaign, you can keep adding new ad groups and ads to it.
A discovery ad is targeted by an audience, not by keywords. Google gives you the option to select which audiences you want, including remarketing, detailed demographics, in-market audiences, life events, and affinity and custom intent. This campaign type has limited settings. You can not set ad rotation, placement targeting, device targeting, frequency capping, and delivery method.
Google Discovery Ads are useful for those who are interested in driving interest from new customers when they’re open to trying new brands which is called brand awareness, who want to increase website visits, newsletter signups, or sales, and who want to reconnect with customers who already know their brand.