Google's Discovery Ads Update: A Comprehensive Guide for Merchants

Introduction

Google Ads constantly develops new features to help businesses connect with potential customers more effectively. A prime example of these innovations is the Discovery Ads platform. In this blog post, we will explore the latest updates to Google Discovery Ads, discuss how merchants can optimise their campaigns for optimal performance, and provide special considerations regarding product feed data.

Google Discovery Ads Overview

Discovery Ads is an advertising solution enabling businesses to reach potential customers across Google properties like Google Discover, YouTube, and Gmail. The ads deliver a personalised experience by using machine learning and user data, connecting businesses with customers more likely to engage with their products or services.

Fun Fact: Did you know that Google Discover, one of the platforms where Discovery Ads are displayed, has over 800 million active users per month? This staggering number illustrates the immense potential reach of Discovery Ads, offering businesses a unique opportunity to connect with a vast and diverse audience across Google properties.

Latest Updates in Discovery Ads

According to the Google Ads Help page, some recent updates and features include:

Customisable ad formats: Google now supports a range of customisable ad formats, such as carousel ads, single-image ads, and more. These formats allow businesses to effectively display their products and services.

Responsive design: Discovery Ads are now designed to adapt to various devices and screen sizes, offering a seamless user experience.

Enhanced audience targeting: Google has refined audience targeting capabilities, allowing merchants to reach desired customers with increased precision. Great news for retailers is that lifestyle images and short texts can be added to their Google Merchant Center catalogue which will allow them to reach shoppers with more relevant content.

In-depth performance insights: Merchants have access to detailed performance insights and analytics, making it easier to gauge the effectiveness of campaigns and optimise as needed.

• Product-level reporting is great for advertisers who want to track how their GMC catalogue items are performing in product feeds against metrics like clicks or impressions. With this retailers can see which products are generating more interest and this can help them make better business decisions.
  
  

Maximising Results with Discovery Ads

To achieve the best results from Google's Discovery Ads, merchants should implement the following best practices:

Use high-quality visuals: Utilise captivating images and videos to capture user attention and effectively showcase products. Ensure visuals are high-resolution and accurately represent the offerings.

Write engaging ad copy: Craft engaging headlines and descriptions that emphasise unique selling points. Incorporate clear calls-to-action to prompt users to click through to the website.

Test and iterate: Regularly test various ad formats, images, and ad copy to identify what resonates best with the target audience. Utilise performance insights provided by Google to make data-driven decisions and optimise campaigns.

Optimise for mobile: Considering many users access Google properties on mobile devices, it is essential to optimise ads and landing pages for mobile browsing.

Special Considerations for Product Feed Data

Optimising product feed data is critical for ensuring that ads display correctly and reach the appropriate customers. Keep the following factors in mind:

Provide complete and accurate product information: Guarantee the product feed includes all relevant details, such as product title, description, image, price, and availability. This helps Google match ads with the right audience.

Use high-quality product images: Ensure product images are clear, well-lit, and accurately represent the product. High-quality images can significantly influence user engagement and conversion rates.

Maintain an up-to-date product feed: Frequently update the product feed to reflect inventory, pricing, and promotional changes. This helps maintain ad relevance and accuracy.

Adhere to Google's best practices for product feed optimization: Follow Google's guidelines and best practices for creating and maintaining product feeds. This guarantees optimal ad performance and compliance with Google's policies.

Conclusion

Google's Discovery Ads platform equips merchants with powerful tools to reach and engage potential customers. By incorporating best practices, optimising product feed data, and taking advantage of the platform's latest updates, merchants can fully harness the potential of this advertising solution and achieve measurable results for their business.