Google revealed its newest ad format, Discovery ads in 2019. This new ad format combines the power of machine learning with a new placement option, Google Discover which allows you to find users with higher intent to market to. For In app advertising the best thing you can do is take advice from the best digital marketing company.
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Here are things you must know about Discovery ads:
1. Placements
Discovery ads display Google Discover, YouTube and Gmail Home Feed. Google Discover now has millions of users and it provides you with a great new pool for prospecting users. These ads find content for users based on their interests. It is currently only an experience available on tablets and mobiles.
2. Current Ad Format
Discovery ads contains a brand logo, static image, five description lines, five headlines and a call-to-action button. Machine learning mixes description lines & headlines to create the best ad experience for each user, just like responsive display ads. These ads provide a visually more stimulating layout than responsive display ads, however are a mobile-first format. Moreover, Discovery ads lets you use 40 characters for each headline, instead of the standard 30 character limit for other ad types.
3. Future Ad Formats
Discovery carousel ads is also a new ad format within the Discovery ads beta. These ads are designed to compete with carousel ads, letting the users to interact with the ads & swipe through a several different products and images. They also let the advertisers to take users to different pages. It is worth trying if you have different products to showcase. Get in touch with Digital Marketing company for data science consulting.
4. Bidding
Currently there are only two bidding options available for Discovery campaigns, both of which leverage Google’s machine learning and smart bidding capabilities — maximize conversions or target CPA. Maximize conversion bidding automatically sets your bids to help you get the most conversions within your budget. It will work to spend the full daily budget that you have set. Target CPA sets bids to help generate as many conversions as possible or below the target cost-per-action you have set.
5. Audiences
Targeting options for Discovery campaigns are similar to those of standard display campaigns. You can choose from in-market, life events, affinity audiences’ lists, & more. You can also develop custom intent audiences to show ads to a more granular audience. While it is heavily referenced as a new way to find prospecting users, we have also seen strong success with running remarketing audiences on Discover.
For prospecting, we recommend testing out custom intent audience targeting. Custom intent audiences on Discovery are created differently than they are in standard Display campaigns; similar to YouTube custom intent audiences, the audiences are based more directly on actual user search behaviour. This allows you to stay targeted with your audience as you begin testing out this new ad type.
With few advertisers currently running Discovery ads, cost per click is generally cheaper than on the Google Display Network, making now a great time to test advertising in this new format. More performance details and testing structure on Discovery Ads to come!
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