Display Ads Just Got Discovered – 3 Reasons Why Discovery Ads Have Been Added To Wired’s Remit

/ / Digital Advertising, Latest Digital Marketing News, Placement & Partnership Marketing, Search Marketing, Tools and Platforms / June 1, 2020

Recently Google has launched a new display campaign type which helps to reach up to 2.9 billion customers across Google properties. Discovery campaigns deliver highly visual, inspiring and personalised ad experiences to people who are ready to learn and engage with the brand by serving ads across Google Discovery feed on the Google Search app, YouTube Home & Watch Next feed, and in Gmail under Social and Promotions tabs. This gives brands the opportunity to reach potential customers as they browse, for example, from the latest fashion trends to new home decor videos! 

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From left to right: Discovery Ads in YouTube, Google Discovery, and Gmail.

If you’re not sold already, here are 3 extra reasons why we’ve added Discovery ads to our display advertising arsenal;

 1. CAPTURE TARGETED AUDIENCES WHILST IN DISCOVERY MODE 

Discovery ads are designed to reach and communicate with people who are looking for something specific and also, are ready to discover new brands. In addition to location, Discovery campaigns can be targeted by Google’s Interest, In-market & Affinity audiences and demographic (age, gender, parental status and household income). As part of this new campaign type, brands can also target remarketing audiences, helping to stay connected with valuable customers whether they’ve previously visited your website or previously made a purchase.

2. ALGORITHM OPTIMISED EVERYTHING! 

Discovery ads rely on machine learning to show ads seamlessly across all devices. In this campaign type, several campaign settings like bidding and targeting are automated to deliver optimal performance based on the marketing objective which may include driving sales, newsletter signups, or more website visits. When it comes to ad creations, there are two display ad formats available: carousel ads with multiple images, and ads with a single image. These ads serve combinations of headlines and descriptions (each up to 5), where Google’s algorithm combines together the best performing headlines, descriptions and images, while ads are managed and optimised automatically across the feeds.

example-of-single-image-discovery-ad
Example of single image Discovery Ad

3. HIGHLY RELEVANT PLACEMENTS

Discovery ads appear in connection with feed-based content on Google Discovery feed on the Google Search app, YouTube Home & Watch Next feed, and in Gmail Promotion and Social tabs. The placement of Discovery ads is determined by the topics that a user is actively interested in, based on signals such as videos the user watches on YouTube or content the user follows on Discover. When it comes to exclusions, Discovery campaigns automatically apply exclusions to help ensure your ads appear next to the appropriate content and show relevant placements. 

Words by Mona Laas, SEM Specialist

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