Google Ads Google Discovery Ads Complete Guide 2021

Google Discovery Ads Complete Guide 2021

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google discovery ads

While standard display ads run on websites, apps, and YouTube videos, Discovery ads are eligible to serve across the YouTube Home and Watch Next feeds, Discover feed on the Google Search app, and in Gmail Promotion and Social tabs and open up new avenues for both Google and advertisers. 

With Discovery Ads you could reach up to 3 billion people across different Google placements. Besides that Google Discovery Ads delivers your ads to a way better audience, could say that you get premium traffic within the Discovery platform.

How to get started with Discovery campaigns?

Google Ads Discovery Campaigns Complete Tutorial 2021

Google Discovery Ads Guide Quick Navigation:


Discovery Ads are available for the following campaign goals:

  • Sales
  • Leads
  • Website traffic

google discovery ads


1. Conversion Tracking Set-up

google discovery ads conversions tracking

To get the best performance for your Google Ads campaigns, you should start by setting up the conversion tracking on your website.

You can import events from your Google Analytics as a conversion or set up a new one directly in Tools and Settings › Conversions

Learn more about Google Ads Conversion Tracking Set Up Complete Guide


2. Create a new Discovery Ads campaign

Once you have conversion tracking set up properly, you need to create a new campaign in your Google Ads account.

As it was mentioned before, Discovery ads are available for Sales, Leads, or Website Traffic Objectives


3. Select the Goal Objective

google discovery ads goals


4. Choose the Discovery Campaign Type

google discovery ads


5. Select locations to target


6. Choose The Bidding Strategy

google discovery ads bidding


display ads additional settings

7. Set the budget you want to spend each day

google discovery ads budget

Budget requirements

Your budget settings affect how quickly we can optimize your campaign for conversions.

For campaigns using Target CPA bidding, it’s recommended to set a budget that’s at least 15 times your target CPA. Use the chart below to understand how long it takes to optimize your campaign depending on the current budget.

Budget setting Optimization time
More than 15 times your target CPA 7 to 8 days
10 to 15 times your target CPA 2 weeks
5 to 10 times your target CPA 3 weeks


display ads audience targeting

Google Discovery Ads Targeting

8. Define your Audiences

google discovery ads audiences

8.1. Targeting Define your Audiences, Demographic

NOTE: Adding too many targeting options or restrictions may limit your campaign’s reach.

8.2. Demographics Select your demographic targeting

google video ads targeting demographics

With demographic targeting, you can reach people who are likely to be in the demographic groups that you choose, including age, gender, parental status, or household income.

8.3. Interests & detailed demographics Select audiences to define who should see your ads. You can create new audiences in Audience Manager

google discovery ads audiences interests

Select one of the audience types to define who should see your ads: 

In-market audiences
  • Apparel & Accessories
  • Autos & Vehicles
  • Baby & Children’s Products
  • Beauty & Personal Care
  • Business Services
  • Computers & Peripherals
  • Consumer Electronics
  • Dating Services
  • Education
  • Employment
  • Event Tickets
  • Financial Services
  • Food
  • Gifts & Occasions
  • Home & Garden
  • Media & Entertainment
  • Real Estate
  • Seasonal Shopping
  • Software
  • Sports & Fitness
  • Telecom
  • Travel
Who they are (Detailed demographics)
  • Parental Status
    • Parents
  • Marital Status
    • Single
    • In a Relationship
    • Married
  • Education
    • Current College Students
    • High School Graduate
    • Bachelor’s Degree
    • Advanced Degree
  • Homeownership Status
    • Homeowners
    • Rentals
  • Employment
    • Company Size
    • Industry
What their interests and habits are (Affinity)
  • Beauty & Wellness
  • Banking & Finance
  • Food & Dining
  • Home & Garden
  • Lifestyles & Hobbies
  • Media & Entertainment
  • News & Politics
  • Shoppers
  • Sports & Fitness
  • Technology
  • Travel
  • Vehicles & Transportation
What they are actively researching or planning (Life events)
  • Business Creation
  • College Graduation
  • Home Renovation
  • Job Change
  • Marriage
  • Moving
  • New Pet
  • Ourchasing a Home
  • Retirement
How they have interacted with your business (Remarketing)
  • Website visitors (People who visited your website or landing pages):
    • Visitors of a page
    • Visitors of a page who also visited another page
    • Visitors of a page who did not visit another page
    • Visitors of a page during specific dates
    • Visitors of a page with specific tags
  • App users (People who’ve downloaded your mobile app)
  • YouTube users (People who interacted with your YouTube channel or videos):
    • Viewed any video from a channel
    • Viewed certain videos
    • Viewed any video (as an ad) from a channel
    • Viewed certain videos as ads
    • Subscribed to a channel
    • Visited a channel page
    • Liked any video from a channel
    • Added any video from a channel to a playlist
    • Shared any video from a channel
  • Customer list (List of customer data that you’ve collected):
    • Emails, Phones, and/or Mailing Addresses
    • User IDs
    • Mobile Device IDs
Your combined audiences (Combined audiences)
Combined lists/Custom combinations. With combined audiences, you can define your ideal audience more accurately by combining existing audiences. A list created from multiple existing remarketing lists
Your custom audiences (Custom audiences)
  • Custom Audiences:
    • People with any of these interests or purchase intentions
    • People who searched for any of these terms on Google
    • People who browse types of websites
    • People who use types of apps
    • People who visited certain places

I would recommend testing different interests and habits (Affinity) and In-market audiences. For me, Affinity audiences as shown below work the best. 


9. Optimized targeting: get more conversions within your budget

google discovery ads optimized targeting

Optimized targeting helps you get more conversions within your budget. Google may find people beyond your selected audience.

Information such as your targeting signals, landing page, and assets are used to find people likely to convert. Your targeting signals may see reduced traffic if better performance is found elsewhere.

Ads have seen an average of 20% more conversions by using optimized targeting


display ads creatives

10. Create your ads

google discovery ads create ads

In order to get the best results, I’d recommend testing at least 3 ads in every ad group: 1-2 discovery ads and 1-2 discovery carousel ads.

google discovery ads ads creation

10.1. Final URL Insert your landing page final URL
10.2. Images and logos Add at least 1 landscape or square image, 1 portrait image, and 1 logo. Best is to add as many creatives as it possible. Lately Google start disapproving ads for call to actions buttons, so better avoid them in your creatives.
10.3. HeadlinesAdd up to five headlines that will be combined with your other assets to generate your ads.
10.4. DescriptionsAdd up to 5 descriptions that will be combined with any one of your headlines to generate your ads.
10.5. Business nameAdd name of your product/brand/business.
10.6. Call to action textChoose Call to action text that better fits your campaign goals Click SAVE

Check also my Google Display Ads Complete Guide With Examples Of The Best Practices


P.S. If this article was helpful, or you still have any questions, please drop a line in the comment section below.

Cheers 👋

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