Discovery Campaigns in Google Ads: Your Secret Weapon?
If you’re running Google Ads and haven’t explored discovery campaigns in Google Ads, you’re missing out on one of the platform’s most versatile and interesting campaign types
These campaigns combine visuals, powerful targeting, and broad reach, making them a secret weapon for marketers (B2B marketers in particular) aiming to reach new audiences.
In this blog, we’ll uncover everything you need to know about Google Discovery Ads, what they are, how they work, and how they can elevate your digital advertising strategy.
What Are Discovery Campaigns in Google Ads?
Google Discovery Campaigns are designed to help advertisers reach potential customers as they browse Google’s most popular platforms:
- The YouTube Home Feed.
- Gmail Promotions and Social tabs.
- Google Discover Feed on mobile devices.
Unlike search ads that rely on keyword intent, discovery campaigns focus on showing visually engaging ads to users based on their interests, behavior, and engagement patterns.
Why It Matters: Discovery campaigns allow you to connect with users who aren’t actively searching but are still likely to engage with your brand.
Key Features of Google Discovery Campaigns
1. Rich Visuals
Discovery campaigns prioritize visual appeal, making them ideal for brands with strong creative assets.
2. Audience Targeting
With Google Discovery Ads targeting, you can reach users based on their:
- Interests.
- In-market behavior.
- Demographics.
Similar to Google’s Display Network, these targeting options help your ads reach the most relevant audience.
3. Wide Reach
Google Discovery Ads use Google’s expansive ecosystem of platforms, allowing advertisers to connect with millions of users daily.
4. Automated Optimization
Discovery campaigns use Google’s machine learning to optimize ad placement and performance, making it easier for you to focus on strategy.
How Do Google Discovery Ads Work?
The Basics
Discovery ads use a combination of headlines, descriptions, and visuals to create highly engaging, swipeable carousel or single-image ads.
Smart Targeting
Google uses its machine learning capabilities to analyze user behavior and interests, ensuring your ads appear in front of the right people at the right time.
Why Choose Discovery Campaigns Over Other Campaign Types?
1. Broad Audience Reach
While search ads are limited to users actively searching, discovery campaigns tap into users’ browsing habits, expanding your reach.
2. Better Engagement
The visually rich format of Google Ads discovery campaigns is designed to grab attention and drive higher engagement rates.
3. Lower CPC
Compared to search ads, discovery campaigns often have lower cost-per-click (CPC), making them cost-effective for businesses with limited budgets.
4. Ideal for Brand Awareness
If your goal is to increase visibility and drive traffic, discovery campaigns are the way to go.
Setting Up Your First Google Discovery Campaign
Step 1: Create a New Campaign
- Log into Google Ads and click on “New Campaign.”
- Choose a campaign goal like “Sales,” “Leads,” or “Website Traffic.”
- Select “Discovery” as your campaign type.
Step 2: Define Your Target Audience
Use Google Discovery Ads targeting options to define who sees your ads:
- Custom audiences based on search intent.
- In-market audiences actively researching similar products or services.
Step 3: Add Creative Assets
Upload high-quality images, videos, headlines, and descriptions. Google will test different combinations to find what works best.
Step 4: Set Your Budget and Bidding
Start with a daily budget that fits your goals. Use smart bidding strategies like Target ROAS for automated optimization.
Step 5: Monitor and Optimize
Review campaign performance metrics and adjust as needed. Google’s machine learning will continue refining your ads over time.
Best Practices for Google Discovery Ads
1. Focus on Strong Visuals
Discovery ads are all about visuals. Use high-quality, vibrant images or videos that align with your brand.
Example: A skincare brand might use close-up images of glowing skin to capture attention.
2. Leverage Smart Targeting
Take advantage of Google’s automated targeting options like in-market and custom audiences to reach high-intent users.
3. Test Different Creatives
Google Discovery Campaigns automatically test combinations of your assets. Provide multiple headlines, descriptions, and images to identify the winning formula.
4. Optimize for Mobile
Since discovery ads often appear on mobile, ensure your creatives and landing pages are optimized for smaller screens.
5. Partner with a PPC Agency
Working with a PPC agency can help you craft high-performing discovery campaigns.
Discovery Campaigns vs. Other Campaign Types
| Feature | Discovery Campaigns | Search Ads |
|---|---|---|
| Audience | Passive (browsing) | Active (searching) |
| Creative | Visual (images/videos) | Text-focused |
| CPC | Generally lower | Often higher |
| Best For | Brand awareness, traffic | High-intent conversions |
Common Mistakes to Avoid
1. Using Low-Quality Creatives
Discovery ads rely heavily on visuals. Poor-quality images or videos can hurt performance.
Solution: Invest in professional-grade assets that represent your brand well.
2. Targeting Too Broadly
A wide audience can dilute your campaign’s effectiveness.
Solution: Use granular targeting to refine your audience and focus on high-intent users.
3. Ignoring Performance Data
Failing to monitor your campaign’s metrics can lead to wasted budget.
Solution: Regularly review performance and make data-driven adjustments.
Final Thoughts
Discovery campaigns in Google Ads are a hidden gem for advertisers looking to expand their reach and engage wider audiences.
With their visually rich format, automated optimization, and wide targeting options, discovery campaigns can drive impressive results when done right.
Ready to unlock the power of discovery campaigns? Get in touch for a free consultation on your ads.