The Complete Guide to Google Discovery Campaigns

This post is going to discuss the benefits of running Google Discovery Campaigns, how they work and why you should use them.

 min. read
August 17, 2021

Google Discovery campaigns are a great way to generate new leads for your business. When you set up these campaigns, Google will show ads on relevant websites and blogs in your industry. This post is going to discuss the benefits of running Google Discovery Campaigns, how they work and why companies should use them!

The biggest benefit of running a Discovery campaign is that Google will expose you to potential clients via discovery ads. Google Discovery Ads are clickable visual ads that are mobile-optimized and leverage the power of searcher intent thus resulting in a reach that feels a bit more organic. Instead of relying only on keywords, these ads take cues from the audience’s online activities such as site visits, app downloads, videos watched, and map searches.

Balance is a key component to any strategy and Google Discovery campaigns are no different. It's important to strike just the right balance of automation and human oversight. You must note that using a hyper-specific group of keywords will make it more difficult for the campaign to fully utilize its budget, while using keywords that are too broad may cause the campaign to learn slowly and hinder its ability to run intuitively.

Here are a few more things to keep in mind when balancing and implementing a campaign:

  • Avoid adding excessive text, shapes, or logos to your images to help audiences stay engaged with your brand.
  • Use your character count wisely – make every word as impactful as possible.
  • Advertisers who report success often use both the single-image and multi-image carousel ads.

The Google Discover feed was developed to satisfy the varying and evolving anticipations of internet users. Rather than just offering answers, it was created to offer customers guidance to find what they need even when they aren’t able to articulate what they’re searching for.

The level of hands-offness it takes to allow a computer reverse-engineer for you probably seems terrifying to most, but experts are saying the set it and forget it method works in this instance. When you interact with Google Discover, it determines what you’re interested in and offers you more of that content. This way, it puts your customers in a continuous web surfing discovery mode.

Further guidance can be found here: guidance and specifications for Discovery campaign assets.