If you weren’t already aware, there’s a new way to launch paid advertising campaigns on Google, and now is the perfect time to start incorporating it into your omnichannel strategy. Below, we’re breaking down everything you need to know about a new Google Ads format that is now available to all advertisers: Discovery Ads.
What Are Google Discovery Ads?
Before we can discuss why you should use Google Discovery Ads, let’s start by explaining what they are. Released globally in June 2020, Discovery Ads are visually rich advertisements that help people discover new businesses and brands as they scroll through their favorite apps.
Essentially, they are similar to what you would expect from a Facebook or Instagram ad, as they include the ability to add images and graphics. However, they are isolated to platforms like YouTube, Gmail, and the Google Search app.
One could easily surmise that this is the search engine giant’s response to Facebook’s foothold on paid advertising after Google+ shut down. In fact, Google encourages advertisers to use the same graphics they are already utilizing in campaigns on other social media platforms.
At any rate, Discovery Ads are especially exciting for brands who want more control over their Pay-Per-Click (PPC) advertising and enjoy using graphic assets as a way to catch the attention of their target audience outside of Facebook and Instagram.
Better Retargeting and Audience Segmentation with Google Discovery Ads
So, if these ads are a lot like what Facebook and Instagram already offer, what’s the point? The answer is better retargeting and audience segmentation. With Discovery Ads, you can retarget previous traffic and segment your audiences to include elements like demographics, interest intent, and many other categories. This is a big deal for brands who want their ads to appear in front of a very specific group of customers and is especially crucial to the eCommerce industry.
Another key benefit? Having your ads show up as users scroll through their YouTube feeds. YouTube is known as the second largest search engine in the world, so introducing your brand on this platform in a visually pleasing way is definitely a bonus.
The Downside: Limited Advertising Control
As great as Google Discovery Ads are, there is a bit of a downside when it comes to overall advertising control. Unlike other Google PPC formats, there is no way to control certain elements of your campaigns, such as manual bid strategies, delivery method, device targeting, placement targeting, and others.
For some, this might seem a little scary, but it isn’t all bad. The platform does throw in a few safeguards, such as ensuring your ad won’t end up on a site with questionable content like violence and profanity.
Should You Start Using Google Discovery Ads?
The answer is yes! This new format is just another way for you to get out there and introduce potential customers to your brand. There’s a good chance that your competition is already figuring out ways to make their campaigns successful, so now is the time to jump in and see how this feature could work for your business.
Are you ready to try out Google Discovery Ads as part of your PPC advertising strategy? One of the best ways to ensure success in your online advertising is to work with an experienced, knowledgeable team of digital marketers. At Zero Gravity Marketing, we have what it takes to craft compelling campaigns that grow your customer base and boost your business.
For more information about our PPC services, contact us today!
