Google Ads: New features for Discovery ads

Exciting new feature from Google Ads which will enable your brand to shine on captivating ad spaces. Read more about this in Google Ad’s release notes below:

In today’s world, consumers have a plethora of online touch points to explore when shopping. According to Google Ads, over 50% of consumers use platforms such as YouTube, Discover, and Gmail, among others, to research products or brands they’re interested in. When consumers come across something new, 91% of them take immediate action. This presents a great opportunity for advertisers to target audiences at the right moment. Google Ads unveiled the latest upgrades to Discovery ads, designed to help your brand to stand out on the most captivating ad spaces:

• Get potential customers interested with dynamic product feeds.
• Maximise results with in-depth product-level reporting and data-driven attribution.
• Gauge the incremental impact of your campaigns with Conversion Lift experiments.

Spark interest with more engaging layouts

Google Ads informs advertisers about the various layouts that Discovery ads offer to create engaging and impactful ads. Advertisers can choose from options like carousels, square, and portrait to craft their ads. The great news is that Google Ads has expanded the availability of product feeds to all Discovery advertisers. This means that advertisers can now display items to potential customers based on their interests and intent. With the help of lifestyle images and brief text from their Google Merchant Center catalog, retailers can create more personalised ads that cater to the needs of their customers.

Moving forward, advertisers can leverage the power of product feeds in their Discovery ads with sales or lead generation objectives. According to data, incorporating product feeds into Discovery ads can lead to a 45% increase in conversions at a comparable CPA on average.3 Additionally, advertisers can pair product feeds with their Video action campaigns to foster deeper consideration and engagement with potential customers who are browsing content on YouTube. This can be a game-changer for brands looking to connect with their target audience and drive meaningful results.

In an effort to expand their customer base on Google’s platforms, many businesses are integrating their social media strategy with Discovery ads. Pandora, a global leader in jewelry, partnered with iProspect in Q3 of 2022 to leverage product feeds for their Discovery ads. By combining their product catalogs with captivating lifestyle images and Google’s audience solutions, they were able to create a personalized ad experience for potential customers such as beauty enthusiasts and luxury travelers. The result was impressive, as they saw a staggering 94% surge in sales from new customers, accompanied by a 28% year-over-year increase in return on ad spend. This success story highlights the value that product feeds and Discovery ads can bring to businesses seeking to drive engagement and revenue growth.

“Utilizing product feeds for Discovery ads is a great way to improve ad relevance and customer interaction.” 
— Olav van der Lans, Digital Performance Lead, Pandora NOEU

Turn data into results with better reporting and measurement 

Achieving sustainable growth requires advertisers to constantly improve their optimisation efficiency by measuring their performance with accurate and transparent insights. The latest enhancements in reporting and measurement, aimed at empowering advertisers, will help to gain a deeper understanding of their performance in Video action and Discovery campaigns. With these updates, advertisers can now make informed decisions and optimise their campaigns more efficiently, ultimately driving sustainable growth for their business.

Later this month, advertisers will have the ability to track the performance of their Google Merchant Center catalog items at a product-level with the launch of product-level reporting. This new reporting feature will allow advertisers to monitor metrics such as impressions or clicks and gain insight into how their products are performing in product feeds. For instance, a retailer with a diverse product range can now identify which specific products are generating more interest, and make data-driven business decisions based on this information. This added level of transparency and granularity in reporting is poised to empower advertisers to optimise their campaigns with greater precision and effectiveness.

Beginning in Q2, Discovery advertisers will be able to gain a more precise understanding of their campaign performance within the Google ecosystem by leveraging data-driven attribution (DDA). This attribution model attributes conversions based on how individuals interact with your ads and utilises your account data to determine which campaigns have the most significant impact on your business objectives. You can then utilise these insights to optimise your campaigns with automated bidding strategies like Max Conversions, resulting in a further increase in conversions. Advertisers who transition to data-driven attribution from another attribution model usually experience an average of 6% growth in conversions, highlighting the value of this approach in driving results.

To gain a comprehensive understanding of the impact of your campaigns, Google Ads introduced Conversion Lift experiments last year. This cutting-edge measurement solution enables advertisers to evaluate the incremental conversions generated by their campaigns based on factors such as user behavior or geographical location. By leveraging this tool, advertisers can gain valuable insights into the true impact of their campaigns and optimise their strategies accordingly to achieve better results.

If you’re running both Discovery ads and Video action campaigns, you can measure their collective impact using Conversion Lift experiments based on geography. This approach provides advertisers with a more holistic view of the performance of their campaigns and allows for optimised decision-making to improve overall results.

Need help maximising your campaigns’ impact and achieve sustainable growth? We can help!

Let us help you maximise your campaigns’ impact and achieve sustainable growth for your business. With our data-driven approach to campaign optimisation, we can help you reach your target audience, drive conversions, and increase your ROI. Contact us today to see how we can help you achieve your business goals.

(source: https://support.google.com/google-ads/answer/13404405)