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Google Discovery Ads: What are they, and should you be using them?

By Irina Holliday | Senior paid media consultant

Hallam

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January 28, 2020 | 6 min read

Google Discovery Ads are changing the future of the way we advertise. By teaming up with AI, it means we can always stay one step ahead of the customer.

Hallam provide a succinct guide for using Google Discovery Ads.

Hallam provide a succinct guide for using Google Discovery Ads.

Following several months of suspense after an announcement during The Google Ads Innovation Keynote in May, Google finally released Discovery Ads in Beta, back in November 2019.

At Hallam, the main question our PPC team have heard from our clients following this announcement has been: “What are Discovery Ads?”. Without having the Google app installed on your phone, it’s likely that you may not have heard of Google Discover before.

What is Google Discover?

Currently used by 800 million people, this number continues to grow. While 30 years ago people would read the newspapers whilst drinking their morning coffee, they’re now reading news sites and scrolling through social.

Google Discover - the new name for Google Feed - helps users to take these actions one step further, by allowing all iPhone and Android users who have the Google app installed, to personalise their newsfeed by following or unfollowing chosen topics.

Google Discover looks like this:

hallam1google_discovery_ads_on_iphone.png

Unlike Google Search - designed to answer a specific search query - Google Discover’s aim is to provide an answer before the user even asks the question; which, by the looks of it, is where AI is heading in the next few years.

As a user increasingly interacts with Google Discovery, they’re providing a more detailed overview of what they do and do not want to see. This enables Google to learn more about that individual, tailoring their newsfeed to their preferences.

While this may sound scary initially, in the age of machine learning and AI, we need to remember that machines are not our enemies. Far from taking our lives from us, they’re simply changing it by taking over and improving everyday routines, so that simple tasks like reading the news becomes easier for us.

What are Google Discovery Ads?

When Google rolled out Discovery Ads in Beta form, they provided PPC practitioners with the ability to start targeting ads based on Google Discover features.

The purpose of these ads are to show your customers something they want before they even know they want it. So, rather than responding to a pre-existing demand, they generate demand, which is what search ads are typically utilised for anyway.

Despite their name, Discovery Ads don’t just appear on Google’s Discover app. They also show up on Gmail, which has over 1.5 billion monthly users, and YouTube, which is the second biggest search engine in the world.

What do Google Discovery ads look like?

Google Discovery Ads are very similar to Display Ads, in that they’re designed to be extremely visual and engaging.

hallam2unnamed.png

They are also available in the form of carousel ads, allowing advertisers to use multiple images so they can encourage people to engage and interact with them.

What are the targeting options?

Much like the Google Display Network, Google Discover allows you to target custom, affinity and in-market audiences. You can also target remarketing audiences, which is a great way to re-engage with your existing website audience through the use of another medium.

The majority of the targeting rules of Google’s Display Network apply to Google Discover; with the idea being to target people based on their interests, or what they’re searching for. For example, if you’re a tour operator and want to advertise discounts for holidays to Croatia, then it makes sense to target people who are actively searching for trips to Croatia. Similarly, if you’re a seller of garden ornaments, then you’ll want to target people who are searching for garden furniture.

Should I try it?

Google Discovery Ads has presented a new step in advertising, allowing you to expand your inventory by placing your ads in front of people before they even know they want your product or service.

However, the standard is not yet at the same level as Google Display, or even Facebook or Instagram inventory. So, if you’re wondering whether or not to try it, then you should only do so if you’re placing them in front of the right people, and your ads are engaging and tailored to their preferences.

With increasing talks of advertisers stepping away from keywords to focus on targeting audiences, Google Discovery Ads provides an exciting opportunity to do so, with companies able to engage with specific audiences through such a fast-growing medium.

Irina Holliday, senior paid media consultant at Hallam.

Advertising Digital Advertising Agency

Content by The Drum Network member:

Hallam

We’re a multi-award winning full-service digital agency based in the UK, and a trusted partner to some of the world’s biggest national and international brands.

Putting digital at the heart of our clients’ future success, we create innovative strategies that deliver significant growth and exceptional results through our integrated web design and development, SEO, PPC, CRO, Social Media and PR services.

We strive to innovate and share expertise and for the second year have organised the Midlands’ biggest digital conference - Nottingham Digital Summit. This event brings together industry experts from the likes of Google, Virgin Media, Jaguar Land Rover and Experian to inspire over 700 local business people with the latest digital trends to grow their companies. What’s more, all proceeds go to support The Nottingham Samaritans.

Our services

As a full-service agency we’re able to use our combined expertise in a range of digital marketing specialisms to create multi-layered campaigns and strategies:

- Our high-impact technical SEO campaigns deliver results that improve client visibility in search engine results pages;

- We create award-winning websites – technically sound, visually stunning, with seamless user experiences;

- Taking paid advertising to the next level, our data-driven insights and highly crafted, bespoke in-house tools deliver business-changing results;

- Tailored PR campaigns have raised clients’ brand awareness and secured top coverage across the digital landscape;

- We have a proven strategy using testing tools and monitoring clients’ online visitors, establishing the greatest impact on CRO and delivering permanent performance improvements;

- Harnessing the true power of social media we build creative, innovative campaigns that truly create a digital buzz.

Bringing together industry-leading expertise, we employ 65 people across core delivery teams from our Nottingham base.

Our clients

We partner with international organisations such as Speedo, The United Nations, Esso, Saint Gobain and Suzuki as well trusted UK brands such as Raleigh, Travis Perkins, The BBC, Jägermeister, TTS Group and Castle Rock Brewery. We consistently deliver transformational results; on average our clients see a 69% rise in organic traffic, 54% increase in ecommerce revenue, and a 65% increase in lead generation.

- Raleigh Bikes’ new website delivered improved conversion rates with a 675% increase in ecommerce revenue year on year, and a 370% increase in their Black Friday sales attributed to our Digital PR campaign;

- We helped Speedo deliver brand consistency across national and international digital channels, streamlining their online user experience;

- Our social media strategy for the United Nations helped them reach more than 15 million users worldwide;

- A bespoke website for Virtual Runner increased their average spend per transaction by 80% with a 57% increase in subscriptions since it’s launch.

“Hallam have delivered above and beyond what we expected, and are an absolute joy to work with.” ~Rikke Hennum, Campaign Coordinator, United Nations Free & Equal Campaign

Our people

Developing our staff, both personally and professionally, is one of our business objectives. We invest heavily in staff training and development, with wellbeing initiatives that include weekly yoga sessions, unlimited home working and mental health training.

We invest a combined 900 hours per month (2 days per employee) on a protected learning time initiative with everyone receiving an annual training budget of £2,000 to use on courses of their choice.

Our awards

We’re incredibly proud of our track record. Our work has been recognised across numerous industry-renowned awards with five trophies at The Drum Recommended Agency Awards, including the Grand Prix - award for overall best digital agency.

Our awards and nominations span all areas of our expertise. It’s just one of the things that pushes us to stay ahead of the curve for our clients and it’s a great feeling when that work gets noticed. Check out a selection of them:

The Drum Recommended Digital Agency Awards

- Grand Prix - Agency of the Year (40-99 Staff) Winner

- Search

- Usability

- Client Service

- Full Digital Service

Google Premier Partner Awards

- 2019 EMEA Winner of the Growing Business Online Award

- 2018 finalists in Shopping Innovation and Display Innovation

DADI Awards

- finalist

UK Digital Experience Awards

- Best Online User Experience B2C - Silver

- Best Agency - Winner

- Shortlisted for three awards in 2019

European Search Awards

- Best Large SEO Agency - Finalist

- Best Large PPC Agency - Finalist

- Shortlisted in five awards in...

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