This year we were once again among the lucky protagonists of an event, which took place entirely online, as is now typical of this period, of great importance in the world of Digital Marketing: the SMXL in Milan.
Jessica Marcon, the colleague who gave the speech, chose to bring as a theme one of the latest and innovative types of Google Ads campaigns: the Discovery Campaigns.
This type of campaign was released in beta in June 2019, and has been available to all advertisers since the end of the same year. We at TSW were lucky enough to be able to test them right away, for different customers and especially in different sectors, from finance to e-commerce.
This allowed us to collect some data and to realize that, despite the campaigns being quite recent and very simple to implement, they work very well and bring good results when working with a view to performance. In fact, they allow us to act not only on the users who are about to convert, but also on those who are less close to the actual conversion, thus increasing the business opportunities for our customers.
According to Google itself “Discovery campaigns are a new way to reach users on Google properties when they are willing to discover your products and services“.
As mentioned, thanks to their detailed audiences, these campaigns allow us to reach those who are most interested in our product or service in a phase that we could define as middle funnel or consideration, or while different options are being explored: discovery campaigns, in fact, were created to reach an audience based on the user’s intention.
One of the main features of these campaigns is the strong automation even at the optimization level – totally based on conversions -, which takes place through the Google Ads algorithms: many settings are configured to obtain the maximum performance relative to budget and objective and cannot be modified.
This has some very positive consequences, but also some less positive ones.
Where do we start from, then?
We said that discovery campaigns are almost totally automated: so how can we optimize them? Meanwhile, let’s see what we can’t do:
What can we act on?
Finally, remember that discovery campaigns run only on Google properties, which helps us a lot for brand safety: Google has been very attentive to the safety of the Brand and the protection of its image, so we know that it prevents ads to appear next to foul language, sexually explicit or violent content.
To summarize even more what was said and what Jessica said at SMXL, when you choose to set up a Discovery campaign compared to other campaigns on Google Ads, always bear in mind:
In this quick presentation I have given you only a few ideas to make the most of these new campaigns, obviously there is much more to “discover”, but since each activity is different, you must always test the new features and understand if they are suitable for your customers and their products.