Guidelines To Create Discovery Ads

by | Jan 3, 2023

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Guidelines To Create Discovery Ads


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:

google discovery campaign ads

Image source: Surfside PPC

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.

create campaign

  • The next step is to click on the blue “+” button and a drop-down menu will appear.

select new campaign

  • Now, click on “New campaign” to create a campaign. Next, a new page will appear as below:

select campaign objective

  • 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,

select campaign type

  • Now select a campaign type “Discovery”.
  • Now select the conversion goal to optimize your campaign.

select goals you need to optimize

  • Here you need to give the URL of your business website and enter your campaign name.

add your website url and 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.

campaign setting

  • 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.

select location language

  • 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.

select bid strategy

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.

enter budget

Step 5: Additional settings

Set additional settings.

add additional setting

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
  • Demographics

create adgroup audience targeting

select demographic for your target audience

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

discovery ad example

carousel 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.

Must Read: How Google Ads can grow your business – Complete Guide

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