When & Why to Test Google Discovery Campaigns

I wish to share some methods weve seen work well, as well as some factors to consider experimenting with this project type.

When I was first digging into Discovery projects previously this year, the most significant deterrent to me was the absence of control Google provides with this project type. While Google has been taking a growing number of disconcerting liberties with minimizing advertiser insight into our projects, Ive found that Discovery campaign efficiency has actually been strong so far.

Why Discovery Campaigns?

Broaden Your Reach

In addition to the Discover Feed, your advertisements can reveal on the YouTube Home and Watch Next feeds and Gmail Promotions and Social tabs, which combined reaches a whopping 3 billion clients.

With Discovery projects, you get access to the Discover Feed on mobile phones. No matter the extra targeting layers you select, you are getting an intent-driven placement with the Discover Feed that you dont get with other campaign types. Additionally, as with other Display campaigns, you have the choice to utilize Automatic targeting to more increase your reach, although I d recommend you check this gradually and cautiously.

Utilize a New Ad Type

We have actually tended to see higher engagement rankings from our Facebook carousel ads, so evaluating this format here makes good sense. If you have fantastic visuals available, why not put them to work?

Discovery projects use regular Responsive advertisements along with a brand-new Carousel format. You can submit approximately 10 cards and develop an even more captivating, appealing interaction for users.

Take Advantage Of Lead Forms

Google revealed last month that Lead Form ad extensions would be contributed to Display campaigns this year and theyre already offered for YouTube and Discovery projects!

To discover where to include these, click into a Discovery project and head to the project settings tab to find where to set these up:

* Note that lead kinds are not readily available for Carousel advertisements at this time.

Make The Most Of Early Adopter Stats

Ill cover some more information listed below for what were seeing in our Discovery campaigns, but up until now we are seeing lower CPCs and higher CTRs in all Discovery projects as compared to regular Display projects with the exact same targeting, whether the Display projects are using Responsive or Banner advertisements.

Our Discovery Campaign Results

CPCs & & CTRs

If youve evaluated standard GDN campaigns in the past and havent had much luck, think about offering Discovery campaigns a shot. You could begin with Remarketing to dip your toe in the water and go from there.As mentioned above, Discovery campaigns could be a fantastic, intent-focused method to grow leads for your account. Whether youre looking to fill the top of your funnel with content offers or youre looking to drive more bottom-funnel conversions, Discovery campaigns can work well if youve got great targeting in location, strong visuals, and set a sensible target CPA for your campaigns.Speaking of visuals, if you have strong images then Discovery carousel versions specifically are a great way to showcase them and draw users in.However, if you do not have a strong Mobile website you must reconsider screening Discovery at this time.

For CTRs, were seeing drastically higher metrics, from 3x to about 6x higher, in our Discovery projects vs standard Display projects– 3.93% vs 0.67%, 2.33% vs 0.80%, 2.01% vs 0.67%, and so on

Overall, our sample size is quite little for Discovery campaigns, however the metrics so far are appealing.

For an Evergreen content Remarketing effort, we saw a 2.38% conversion rate and an $18 CPA in Discovery vs a 1.16% conversion rate and a $39 CPA in standard Display.

For CPCs, were seeing anywhere from a couple of cents lower to 60% lower in Discovery campaigns versus standard Display campaigns.

I d like to note the distinction in bidding strategies for our Discovery and regular Display projects. It d certainly be worth it for us to set up experiments to evaluate the very same target CPA method in our basic Display projects to have more of a head-to-head contrast.

Site Metrics In general, were seeing lower bounce rates, more pages checked out and longer time on site for Discovery campaigns.

. Conversion Rates & & CPAs For conversion rates, were seeing better efficiency in Discovery projects. For one Sale Remarketing effort, our Discovery campaign gained leads for an $83 CPA while our basic Display project spent $450 with no conversions. For another Sale Remarketing effort, we saw a 1.45% conversion rate and a $42 CPA in Discovery vs a 0.56% conversion rate and a $137 CPA in basic Display.

Have you tested Discovery campaigns? Let us understand what youre seeing in the remarks below!

. For conversion rates, were seeing much better efficiency in Discovery campaigns. For one Sale Remarketing effort, our Discovery project acquired leads for an $83 CPA while our basic Display project spent $450 with no conversions. If youve tested basic GDN campaigns in the past and have not had much luck, consider providing Discovery projects a shot. Whether youre looking to fill the top of your funnel with content deals or youre looking to drive more bottom-funnel conversions, Discovery projects can work well if youve got great targeting in location, strong visuals, and set an affordable target CPA for your campaigns.Speaking of visuals, if you have strong images then Discovery carousel versions particularly are a fantastic way to display them and draw users in.However, if you do not have a strong Mobile website you must reconsider screening Discovery at this time.

For CTRs, were seeing significantly higher metrics, from 3x to about 6x higher, in our Discovery projects vs standard Display campaigns– 3.93% vs 0.67%, 2.33% vs 0.80%, 2.01% vs 0.67%, etc

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