New features to help you grow demand with Discovery ads
03/23/23 - Granular
Granular analysis and first look
Google introduced enhancements to Discovery ads, aiming to help advertisers capture consumer interest across the Display Network (YouTube, Gmail, etc.), including the addition of product feeds, advanced reporting, and data-driven attribution. One of the more significant updates includes a Conversion Lift analysis, allowing advertisers to see the incremental lift their efforts have on customers.
Why this matters?
- Enhanced Engagement: Product feeds in Discovery ads, combined with engaging layouts, increase relevance and interaction, leading to higher conversion rates.
- Improved Measurement: Product-level reporting and data-driven attribution provide detailed insights into ad performance, helping advertisers make informed decisions.
- Accurate Impact Assessment: Conversion Lift experiments allow advertisers to measure the incremental impact of their campaigns, proving the effectiveness of their ad strategies.
Next Steps/Action Items
- Utilize Product Feeds: Implement product feeds in Discovery ads to show items tailored to their experience on your website.
- Leverage Advanced Reporting: Use product-level reporting to track the performance of Google Merchant Center catalog items and optimize campaigns.
- Adopt Data-Driven Attribution: Switch to data-driven attribution to gain accurate insights and improve conversion rates using automated bidding strategies.
- Run Conversion Lift Experiments: Use Conversion Lift experiments to demonstrate the holistic impact of your campaigns.
Helpful links for this Google update
Learn more about past Google updates
- Sep 2023 - Maximize views for your budget with Video View Campaigns on YouTube, now globally available
- Aug 2023 - Multiply your holiday performance with new ads and insights features
- Jun 2023 - Timing update: First click, linear, time decay, and position-based attribution models are going away
- Feb 2023 - The Ads Privacy Hub helps you measure performance more effectively
- Feb 2023 - What’s new in Performance Max campaigns
- Feb 2023 - Unlock the power of your Search ads with new tools
- Aug 2023 - Our new policy to help guide advertisers and build trust with users
- Aug 2023 - Vehicle ads will be upgraded to Performance Max with vehicle feeds
- Aug 2023 - Get ready to upgrade your Discovery ads to Demand Gen
- Jun 2023 - Store sales reporting and bidding are now available across Performance Max Campaigns
- Aug 2023 - New Google Analytics 4 features for better App campaign performance
- Sep 2023 - Multiply your creativity with AI-powered tools for Search ads
- Sep 2023 - More information on Google Ads move to real-time bidding for apps
- May 2023 - Google Marketing Live 2023: Multiply your results with Search and Performance Max campaigns
- May 2023 - Google Marketing Live 2023: Increase sales with innovations designed specifically for retailers
- May 2023 - Google Marketing Live 2023: Enhance YouTube campaigns with Google AI and suitability solutions
- May 2023 - Google I/O: Making AI helpful for everyone
- Mar 2023 - New features to help you grow demand with Discovery ads
- Apr 2023 - First click, linear, time decay and position-based attribution models are going away
- May 2023 - Google Marketing Live 2023: Activate new features in Display & Video 360
- Dec 2023 - Information on Google Ads buying behavior on apps
- Dec 2023 - YouTube builds a better streaming experience with fewer ad breaks and expansion of Shorts