New developments in machine learning and algorithms have made advertisements more personalised than ever. Gone are the days of newspaper and radio advertisements. Google has enabled businesses and brands with the technology to target audiences that are specifically looking for their product. Our experts at 88gravity, a leading Google Ads agency, shed their insight on this enticing new feature.
How has Google changed the Search Platform?
The feature, Discover, was introduced by Google to provide a new way of searching. Instead of the simple search bar that requires a specific input, they introduced & Discover, which had three fundamental shifts in search behaviour.
Firstly, users wouldn’t have to rely on the input of queries to see results. Based on previous searches, the Discover feed would automatically suggest similar things based on its machine learning algorithms. Thus, Google successfully shifted from answers to the whole journey. A second major feature was the introduction of visually appealing information, instead of mere text from the search bar. Alongside, the toggle option of &
more/less was introduced, letting users remove/add content that appeals to them using machine learning to further tailor the feed as per tastes and specifications.
This amazing new platform is a boon for advertisers. It provides a large, new pool of potential prospects for them to target.
What are Google Discovery Ads?
Google Discovery ads are visual ads that appear in multiple Google feed environments such as the Discover platform, home feed of Gmail and YouTube. The advertisements are based on user activity on videos watched, map searches, past site visitation, and app downloads. Google uses these same inputs to conduct its In-Market audience targeting.
Google Discovery Ads have changed the focus for advertisers from targeting searches/intent to an audience first method. The activity from multiple platforms such as YouTube, Gmail and Discover are clubbed together to find ads, which was previously done on social networks. Thus, targeting is done by utilizing the behavioural buckets of information in their display campaigns.
Reasons to Use Google Discovery Ads
88gravity is a foremost Google Ads agency that caters to businesses in all niches. Our capable and skilled team of digital marketers suggest using Google Discovery Ads for many reasons. We’ve listed some of them down for you for the most hassle-free read.
1. Machine learning algorithms gives the most optimized Google Discovery ads
When advertisers go to set up Discovery ads, they are faced with many attractive options to pull in customers. It can be a combination of images, logo, headlines, URL landing pages and description. From there, Google will use machine learning to serve the best combinations of your input data to your prospects. This process of automation not only gives you the best number of prospects but saves a load of time. The algorithms are also designed to increase the click-through rate (CTR) of your ad campaign. This opportunity by Google Discovery Ads is advantageous to advertisers. Google’s algorithm maintains the privacy standards, all while showing the most click-worthy ads that are creative and messaging.
2. Google Discovery Ads create an immersive experience for prospective customers
With different categories like Shopping, Display and more, the advertiser can show appealing images that tell visual stories in their advertisements. As a Google Ads agency, we can vouch for the efficiency of this tactic. Customers are pulled in this interactive experience. With the help of tangible images about product/service, the lead conversion ratio of prospects is increased dramatically. Google takes the help of data to pull, engage and convert the leads into customers for you. You have the option of adding images, logos, up to five headlines and descriptions in the visual sphere.
3. Google Discovery ads & reach is even further than the Discover platform
Google has made one thing clear; the 800 million global users of Discover will have access to Discovery ads. This untapped potential is a piece of heaven for advertisers looking to expand their reach. This is because Google has extended the advertising feature beyond Discover platform. The Google Discovery ads are seen in Gmail’s social and promotions tabs and YouTube’s mobile home feed. Imagine the possible pool of prospects that you’ll be able to reach with this multi-channel targeting!
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4. With Discovery Campaigns, Google provides Advanced Audience Targeting
To run a Google Discovery Ad, you’ll need to create a Discovery campaign. It’s no reason to fret, Google has made the layout pretty user friendly. After selecting your campaign type – there is plenty of options – you just need to add the creative inputs. The optimization and delivery across the multiple channels are all taken care of by Google.
Doesn’t Google Discovery Ads look remarkable? The mere opportunity that Google gives to advertisers worldwide to tell visual stories to fuel brand awareness is phenomenal. Even after an ad is run, our experts at Google ads agency, 88gravity, always recommend follow-ups. We measure the performance of a campaign across device platforms. Based on the data, we make minor tweaks to further optimize advertisements for maximum conversion results.
As the leading Google Ads agency, we are ready to kick off this hyper-tailored campaign for your brand or business. Whether you’re familiar with cross-platform advertising or a newbie, this is an 88gravity promise – your goals will be accomplished.