Enhanced discovery ads offer several new features to help brands stand out & engage with customers more effectively across multiple platforms.
Nowadays over half of consumers use YouTube, Discover and Gmail to research brand products.
Well now, advertisers can leverage these platforms to reach their potential customers. Discovery ads can also now be combined with video campaigns on YouTube to drive deeper consideration and engagement.
The expectation from Google is that this update will make it simpler for advertisers to get products in front of customers across more digital platforms.
Furthermore, the improved reporting and measurement features will allow advertisers to optimise campaigns more efficiently.
Here are some of the key updates:
Updated Product Feeds:
Previously, Discovery ads were available in several layouts such as square, portrait and carousel. This remains the same. However, Google have now extended this availability across all Discovery channels allowing clients to showcase products based on consumers’ interest and intent to buy.
The addition of short text and lifestyle images within the Google Merchant Center catalogue creates personalised ad experiences and makes consumers feel more valued.
Data has shown that advertisers with sales or lead gen goals have boosted their conversions by up to 45% (at a similar CPA on average) by incorporating product feeds into Discovery ads.
Improved Reporting & Measurement:
These updates enable advertisers to optimise campaigns more efficiently and better understand Discovery and video action campaigns.
Now available at product-level, advertisers can track impressions and clicks to monitor how their Google Merchant Center catalogue items are performing.
Data-driven attribution allocates conversion credit based on user engagement with ads, providing a more accurate view of campaign performance within the google eco system. This will allow clients to assess which has the greatest impact on their individual business goals.
Google claims that those switching to data driven attribution typically see a 6% increase in conversions so this is definitely a path worth considering.
In summary, these updates offer more opportunities to drive customer demand and create personalised ad experiences across Google and YouTube platforms.
For more information on Discovery Ads, speak to our team today or click here for more information.