Google Discovery Ads 101

Discovery ads were introduced by Google in 2019 and in 2020 were made available to all advertisers globally.

The idea behind their introduction being a fresh way for consumers to discover and engage with new brands as they scroll through content across various interfaces.

For advertisers, Discovery ads represent an opportunity to run a single, user-friendly campaign that can reach broad new audiences across multiple Google feeds.

According to Jerry Dischler, Google’s Vice President/ General Manager, Ads, “For the first time, you can reach up to 2.9 billion people as they explore their interests and look for inspiration across multiple Google surfaces.”

“86 percent of online consumers say they’re on the lookout for shopping ideas as they watch videos or explore content across the web. With Discovery ads, you can rely on Google’s understanding of consumers’ intent across our properties to engage these audiences as they scroll through their favourite Google feeds—no search query needed.”


What Are Discovery Ads (And Where Are They Shown)?

Discovery ads are personalised ads that are shown to consumers on the YouTube app, the Google search app and the Gmail app. They’re meant to reach consumers in the moments when they’re most ready to discover new products and services.

Google uses customer intent signals to determine when they’re most likely to engage with a brand and serves Discovery ads in their feeds in these instances.

YouTube: Discovery ads are shown in the Home and Watch Next feeds in YouTube

Google: Discovery ads are shown in the Google Search app feeds of hundreds of millions of users.

Gmail: Discovery ads are served to Gmail users as they scan the Promotions and Social tabs in their Gmail inbox.


How Are They Different?

Discovery ads differ from other types of Google ads in several ways. They incorporate high-quality images, so from a consumer’s perspective they’re more visually-orientated in nature.

For advertisers, the biggest differentiating factor between other types of Google ads is that Google’s uses their AI knowledge of users to control headlines, images and messaging in order to determine which combinations convert best.


Benefits To Advertisers

Discovery ads work well for retargeting, as the same users that Google determines are the right fit for your brand are served ads across multiple feeds. This leads to users becoming more familiar with your brand’s products and/or services and allows brands to build trust faster.

Creating a Discovery campaign allows you to serve consumers visually rich ads natively across various Google platforms at scale. Discovery campaigns can allow you to unlock a new level of consistency in your advertising, as Google’s powerful user knowledge and rich streams of data ensure that your ads align with the right users more than ever.


What Do You Need To Set Up A Campaign?

When setting up a Discovery campaign, you’ll need to upload the following creative assets:

Headlines: Three to five headlines up to 40 characters long.

Descriptions: One to five descriptions up to 90 characters long.

CTA, Final URL, Business Name: One of each.

Images: At least one landscape image, one square image and a square logo, each up to 5MB.

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A Guide To Planning And Launching A Google Ads Campaign

Google Ads has proven time and again to be one of the most powerful digital marketing tools. However, there’s more to creating engaging ad copy to have a successful campaign.

For any newcomers to marketing, Google ads can be daunting at first, and for a regular digital marketer, it can still be confusing to create the perfect campaign in the first attempt. 

An important step for new campaigns is the pre-campaign research and planning, which helps in aligning the execution with the actual goal of the company. 

Here are 7 points you’ll need to consider when planning a Google Ads campaign. 

1) Target market

The target market is a critical factor in running a successful Google Ads campaign. This is primarily because Google Ads tends to be a lot more targeted than other digital marketing platforms, and you need to know the customers you’re trying to reach.  

Think about some of the demographics of your ideal customer:

• Do they have to be in the local market? 

• Are they businesses, individuals, families, students? 

• Which device will bring in most traffic/conversions? 

• Are they knowledgeable about your products or do you have to educate them? 

• What type of interests they might have? 

2) What are you offering? 

The fundamental of a business is to identify what you are providing and how it can help improve an existing method or solve a problem. 

Answer these questions to improve your campaign: 

• What are your unique selling points (USP)? 

• What benefits or features you are offering right now that will get your customer to click the ad and convert on the landing page? 

3) Competitor analysis 

If your business is in a highly competitive market, using tools like SEMrush that can help you analyse traffic, ad copy and biggest competitors on Google ads. 

Also, conducting research by using the keywords you’ve chosen can help you understand where you stand in Google ads. 

A simple competitor analysis, listing out the strengths and weaknesses of their campaigns, can determine how you can position your brand to the potential customers. 

• How are you differentiating yourself?

• Are you using a creative and effective CTA?

• Are there keywords being used in the ad copy? 

An in-depth SWOT analysis can also help you understand where you stand in the market. 

SWOT Analysis: A key part of competitor analysis is an in-depth analysis of your ‘Strengths’, ‘Weaknesses’, ‘Opportunities’ and ‘Threats’ in relation with your competitors. 

• Strength: Company’s unique selling proposition such as intellectual property.

• Weakness: Lack of a widespread brand reputation.

• Opportunity: Absence of advertisers on Google within your industry and location. 

• Threat: Intensifying competition is a common threat for a lot of companies. 

By auditing your competition, you can gain a better understanding of where you stand and how to optimise your Google ads account and campaigns to improve your current position. 

4) What is your target audience searching for? (Keyword research)

Google Ads is primarily intent marketing. The potential customer is actually searching for something you offer; product or service. 

The goal is to think like the customer. However, there are many tools (including Google Ads in-built keyword planner) that can help you find search terms. 

The keywords are essentially the most essential components of your entire campaign structure as it enables Google algorithm to recognise the ad. 

Apart from Google Ads Keyword Planner, there are several tools that can optimise your keywords. 

5) What do I want my customer to do? 

Clearly determine what you want your potential buyer to do when they see your ad. Each campaign could have different action objectives based on business goals.

Here are some everyday actions:

• Buy a product

• Fill a form on the landing page

• Make a phone call

• Book an appointment/make a reservation

• Sign up for an event

• Download an eBook

Based on the desired action, think about how you are going to motivate your customer to perform a specific action. For this, list out a few result-driven Call-to-Actions. A great CTA is usually short, simple and easy to understand. 

6) Your objective from the campaign 

Think about what you or your company wants out of the campaigns. List out the ideal goals. 

• Increased traffic to the website

• Increased foot traffic to the store

• Online sales conversions

• Leads

These are some of the more commonly used campaign objectives. 

The better you know what you want to achieve the more detailed and catered your ads can be. You can fine-tune your targeting, ad copy, keywords and ad groups based on your goal. 

7) Metrics to measure your results

There are numerous ways to track and measure your campaign metrics on Google Ads.

However, what you want to measure will ultimately depend on your business and goal. Definitely list out the most important metrics for your business such as:

• Number of leads

• Clicks to the landing page

• Impressions

• Sales

• Return on Investment

In the end, once you have a well-thought framework before setting up a campaign, you will be a lot more prepared to run Google Ads campaigns. 

Start small, monitor your account and make changes accordingly. 

Let’s Get Started

ClickedOn are always here to help if you have any questions around digital marketing.

Call us on (02) 8386 7500

Email us at

Fill in our client questionnaire to see how we can assist you achieve your business goals.