New features to help you grow demand with Discovery ads

Mar 23, 2023

Impact Rating

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.

An example of Pandora using product feeds for Discovery ads.
An example of Pandora using product feeds for Discovery ads.
A UI screenshot of Product level reporting within Google Ads
A UI screenshot of product-level reporting within Google Ads.

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.

Learn more about past Google updates