Google Discovery Ads – How Does The Ad Format Work?

At Google Marketing Live 2019, Google presented the “Discovery Ads”. For now, these ads will only be available through the Discover Feed in the Google app, YouTube, and Gmail.

We explain the most important things about the new form of advertisements and the opportunities that arise for advertisers.

What are Discovery Ads?

The new ad format from Google presents content to users in the form of feed, as is known, for example, from Instagram. This presentation is primarily aimed at the user discovering new content – when scrolling through the Discover Feed. 

Users want to discover products.

The new form of advertising is not only visible on Google Discovery, but the campaigns are also played out on the YouTube home page and within GMAIL – with the result of a range that is impressive. A study by Google / Ipsos has shown that 76% of all consumers welcome unexpected discoveries while shopping.

And that in turn 85% of consumers, should they have discovered an interesting product, will take action relating to the product within the next 24 hours.

Which platforms are Discovery Ads displayed on?

YouTube:  Products can be presented on the homepage. Over 90 per cent of users say they discover new brands or products on YouTube. 

Google:  The Google search application can reach millions of consumers with the ads while they are looking for inspiration, news or specific information.

Gmail:  Ads land in the inbox of GMAIL users – and support the purchase intention with special offers and discounts. Read more about this in the Gmail Ads blog article.

Example of Google Discovery Ads on YouTube, Discovery Feed and Gmail.
Example of Google Discovery Ads on YouTube, Discovery Feed and Gmail.

Discovery ads are aimed at performance.

The new ad format from Google can be classified as push marketing, but it pursues the goal of maximizing performance. This is also the reason why they currently only work with the bid strategies “target CPA” or “maximize conversions”.

Also Read – Know More About Google Ads

Discovery Ads are target group-specific

Whoever creates a Google Discovery Ad can determine the target group very precisely. In addition to demographic characteristics, interests and buying behaviour, search behaviour and intentions, as well as modules from remarketing, are selected and taken into account.

Clear advantage: the ads are made quickly

It doesn’t take much to create Discovery Ads. Images and logos in landscape format with an aspect ratio of 1.91: 1 and a minimum size of 600 x 314 are required. A landing page to which the ad links is of course also required.

Our conclusion:

More and more users are finding their next favourite brand or product while surfing the World Wide Web – on their screens or via apps on their smartphones. A full 86 per cent of online consumers state that they discover and ultimately buy new products through videos – for example, on YouTube – or other content on the Internet.

With the Google Discovery ads, target groups are very precisely determined and reached while they scroll through their favourite Google feeds – without any search or purchase intent.

Discovery Ads reflect exactly what their name stands for: discovering new products. How successful they advertise remains to be seen. You should definitely try out the new Google campaigns.

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