Google Discovery Ads leverage machine learning to serve visual content to users based on browsing behavior rather than explicit search intent, targeting audiences on platforms like Discover, YouTube, and Gmail. Advertisers must set up specific campaigns and create visual assets, with limited control over targeting and reporting, as the product is still in beta. The use of Discovery Ads poses questions about audience targeting, creative strategies, and tracking lead generation efforts.

1. A VERY SHORT GUIDE TO:
GOOGLE
DISCOVERY
ADS
February 2020, Clark Boyd

2. ABOUTGOOGLE
DISCOVERYADS
Google Search has always relied on users to express an intent before it
serves them content. That's great for commercial queries, but it leaves a lot
of the consumer journey available for rival platforms like Facebook.
Google Discover encourages users to browse more visual content on their
mobile devices. Google's Machine Learning technology suggests new content
they might like, before they know to search for it.
People are receptive to new ideas on other Google properties, like YouTube.
Google Discovery Ads use a similar approach to in-market audiences in
Display Advertising, then targets users with visual content across Discover,
YouTube, and Gmail.
Google Discovery Ads | Clark Boyd

3. DISCOVER
Ads within the personalized
Discover feed, alongside other
news stories surfaced by
Google's algorithms.
Where Do The Ads Run?
YOUTUBE
Ads appear within the Home
feed, with links that lead to the
advertiser's site.
GMAIL
Ads will be shown in the 'Social'
and 'Promotion' tabs, above
unpaid messages.

4. Google Discovery Ads | Clark Boyd
GETTINGSETUP
Must set up specific Discovery campaigns in
Google Ads.
Charged on a CPC (Cost Per Click) basis.
Can submit 5 headlines and 5 descriptions.
Google's ML technology will automatically
rotate and pair these assets to suit the
audience and context.
Image formats: Landscape, 1200×628; Square,
1200×1200.
Limited control for advertisers right now in terms
of targeting and reporting.
Product still in Beta and will roll out to more
brands through this year.

5. Points to
Consider
TARGETING
Without expressed search intent,
which audiences should you
target? What messages are they
receptive to when browsing, as
opposed to actively searching?
CREATIVE
Discovery Ads are highly visual
and adhere to similar principles as
Social and Display. Some brands
are adapting Facebook creative
to test out this format, but it does
contain important distinctions too.
STRATEGY
Can you use Discovery Ads to
generate and nurture leads that
will be closed in other channels?
How will you track that journey,
and how will it shape your
strategy in other ad platforms?
RETURNS
How will you budget for an ad
format that is available on a CPC
basis, with an audience that is in
the early stages of a buying
journey? What would a successful
campaign look like?