What if your paid advertising could reach audiences in the moments when they’re ready to discover new products and services? Google Discovery ads are making it possible. Let’s have a look at how you can use discovery ads for lead generation.
You have a product or service you want to promote – what do you do?
You’ll either invest in a search engine optimization (SEO) strategy to build your brand or invest in paid ads.
There are multiple types of campaigns to choose from, Pay-Per-Click ads, Facebook ads, Google Display ads, YouTube ads to name a few, but one is growing in popularity – Google Discovery ads.
Google is the largest and most trusted search engine in the world. Businesses that run campaigns on Google Ads are able to reach millions of potential customers. Among these ads, Google Discovery Ads are a great way to get a larger audience of up to 3 billion customers and achieve your targeted goals.
With a single campaign, you can deliver highly visual and personalized ad experiences to people who are ready to engage and discover your brand. Thanks to Google’s extensive audience and intent signals this is possible.
Discovery ads were first introduced in the year 2019, and its latest version was announced on 14th May 2020.
With Discovery ads, our mobile home page look has changed altogether for good, and it is so designed to help users discover products well before they could start researching them.
Discovery ads have already started getting positive responses from both media buyers and brands because of their splendid creative appearances, widespread reach across hundreds of millions of potential users, and awesome results because of Google’s understanding and leveraging of intent data in ad campaigns.
So, you can use Discovery ads for B2B lead generation by boosting your cross-platform advertising endeavors.
Here are a few ways in which Discovery ads for B2B lead generation can help you strengthen your full-funnel strategy, and optimize your target:
1. Discovery ads help you show an impressive and interactive shopping experience to the customers
By using Google Discovery ads, advertisers will be able to showcase a single image of their products or services or multiple images in a carousel format that can be swiped by the customers. This will allow advertisers to display tangible images and tell visual stories about their products or services.
Visual storytelling such as videos, webinars, images, and infographics, instigate customers to take action to accelerate sales conversions. Whereas stories told in the form of text might be boring. Humans are visual beings and if they can see themselves as a part of a story, it helps the marketers’ purpose of optimizing sales.
Discovery ads for B2B lead generation allow marketers to benefit from better audience targeting and greater reach.
2. Google’s algorithms allow businesses to serve the best combination of descriptions, headlines, and image creativity to your customers
Using Discovery ads for B2B lead generation will allow advertisers to reach a landing page URL, with at least one image, one logo, and up to 5 headlines and 5 descriptions.
The machine learning algorithms by Google will allow advertisers to improve the Click-Through-Rate (CTR) of their ad campaigns. The marketers will be able to reach the most relevant customers with a meaningful message, and thus will be able to use Discovery ads for B2B lead generation, while ensuring that the privacy rights of the prospects are safeguarded under every circumstance.
Discovery ads operate on a ‘set it and forget it’ mechanism, giving Google the separate right to run the ad.
3. The Discover platform will ensure that Discovery ads become pretty mainstream and impactful
The Discover platform has all the unique features to make the Discovery ads an important ad format.
The Discover platform has a global reach of 800 million users within merely 6 months of its launch, and thus using Google Discovery ads for B2B lead generation will allow advertisers to tap into an entirely new pool of customers to optimize ad targeting attempts and underlying revenues.
4. Discovery ads will allow multi-channel placements, extending their reach to the untapped pools of prospects
Marketers will be able to use Discovery ads on the mobile newsfeed on YouTube, and in the social, and promotional tabs on Gmail.
The use of the native Discovery ads in the feed with YouTube will give an additional CTA banner to the advertisers on the top of their image, headline, and description. Thus, Discovery ads will allow marketers to extend their reach beyond their known audiences to the untapped pools of customers.
5. Marketers can rely on Google for advanced audience-targeting features
Marketers using Discovery ads for B2B lead generation will need to run a Discovery campaign. After selecting the campaign type, the marketers will need to upload and input their creativity, and thereafter, Google takes care of the optimization and delivery of your content across multiple channels or placements.
Marketers may see a few new features that are aimed at helping keep audiences engaged throughout the upcoming holiday season. The new features are:
· Better ad experiences
· Improved creative support
· New insights
· Enhanced campaign management
a) Better ad experiences
Google says that they’re working on making ad experiences more browseable in the Gmail Social and Promotions tabs by including more details, like product images and prices. They’ll also use machine learning to match the asset to the right audience at the right time.
b) Improved creative support
During the ad creation, advertisers will see prompts to add additional aspect ratios, unique headlines, and adding text overlays across images. Users will also receive live feedback on ad strength with ratings from “Poor” to “Excellent,” as well as an optimization score with actionable guidance.
c) New audience insights
Discovery advertisers can now use the insights page to see which audience segments may deliver the most significant impact. Advertisers can also use asset reporting to view performance across the Discovery ads. Users can compare the performance of their assets and decide which ones to turn off, switch, or edit.
d) Enhanced campaign management
There is a new audience builder advertisers can use to create and reuse audiences across campaigns. Users can also use the Google Ads Editor as well as API to manage campaigns at large.
New and old users of Discovery ads should test these features before going all in because only you know your audiences and adjust as necessary.
If you are looking to scale your B2B lead generation efforts beyond Search, give Discovery ads a try. The rich visuals coupled with automation make this an excellent selection if you want to find new ways to connect with your customers in a manageable way.
They are worth testing. And Digital Medio can help you in exploring the Discovery ads.
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