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 2021 - Matching the Most Relevant Keyword to Every Search
- Oct 2021 - Link Your Zapier Account in the Google Ads UI
- Sep 2021 - Unlock Performance Insights with Enhanced Conversions
- Nov 2021 - Drive conversions across Google’s ad channels with Performance Max campaigns
- Nov 2021 - Customer Match is now widely available and easier to use
- Nov 2021 - Plan Across Your Entire Account with Performance Planner
- Nov 2022 - Building More Durable and Effective Audience Strategies in Google’s Ads Platforms
- Oct 2022 - Deliver More Helpful Search Ads by Adding Your Business Information
- Sep 2022 - Making it Easier to Manage Automatically Applied Recommendations
- Jul 2022 - Upgrade your Smart Shopping campaigns to Performance Max
- Mar 2022 - Reminder: Support for Expanded Text Ads Ends on June 30, 2022
- Feb 2022 - The New Privacy Sandbox Proposal: Topics for Interest-Based Advertising
- Feb 2022 - Google Partners: Evolving our partnership to serve you better
- May 2022 - Recap of Product Announcements from Google Marketing Live 2022
- 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
- Sep 2023 - Maximize views for your budget with Video View Campaigns on YouTube, now globally available
- 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
- 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 I/O: Making AI helpful for everyone