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Google Discovery Ads: What are they, and should you be using them?

The Drum 28 Jan 2020 02:20
By Irina Holliday-28 January 2020 14:20pm

The marketing sector can be a complicated place as new marketing tools and techniques are launched, almost on a weekly basis. Powered by The Drum Network, this regular column invites The Drum Network's members to demystify the marketing trade and offer expert insight and opinion on what is happening in the marketing industry today that can help your business tomorrow.

Google Discovery Ads are changing the future of the way we advertise. By teaming up with AI, it means we can always stay one step ahead of the customer.

Hallam provide a succinct guide for using Google Discovery Ads.

Following several months of suspense after an announcement during The Google Ads Innovation Keynote in May, Google finally released Discovery Ads in Beta, back in November 2019.

At Hallam, the main question our PPC team have heard from our clients following this announcement has been: “What are Discovery Ads?”. Without having the Google app installed on your phone, it’s likely that you may not have heard of Google Discover before.

Currently used by 800 million people, this number continues to grow. While 30 years ago people would read the newspapers whilst drinking their morning coffee, they’re now reading news sites and scrolling through social.

Google Discover looks like this:

As a user increasingly interacts with Google Discovery, they’re providing a more detailed overview of what they do and do not want to see. This enables Google to learn more about that individual, tailoring their newsfeed to their preferences.

What are Google Discovery Ads?

The purpose of these ads are to show your customers something they want before they even know they want it. So, rather than responding to a pre-existing demand, they generate demand, which is what search ads are typically utilised for anyway.

What do Google Discovery ads look like?

What are the targeting options?

The majority of the targeting rules of Google’s Display Network apply to Google Discover; with the idea being to target people based on their interests, or what they’re searching for. For example, if you’re a tour operator and want to advertise discounts for holidays to Croatia, then it makes sense to target people who are actively searching for trips to Croatia. Similarly, if you’re a seller of garden ornaments, then you’ll want to target people who are searching for garden furniture.

Google Discovery Ads has presented a new step in advertising, allowing you to expand your inventory by placing your ads in front of people before they even know they want your product or service.

With increasing talks of advertisers stepping away from keywords to focus on targeting audiences, Google Discovery Ads provides an exciting opportunity to do so, with companies able to engage with specific audiences through such a fast-growing medium.

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