Finding Inspiration: Google Discovery Ads (late 2019 release)
Image from: blog.google.com
Discovery Ads are a very visual ad type which are audience focused versus keyword based. The aim is to inspire customers with a swipeable image carousels while combing Google’s metrics for intent.
Google uses a user’s account setting – such as web activity, location history and apps – to personalise feed content. The audience segmentation sounds like it will work similarly to Google’s ‘In-Market Audiences’, which takes a look at what audiences see to be searching for at the moment – whether a holiday to Bali or a new car – and filters them into the proper intentful audience. This allows people to find your brand, even if they haven’t interacted with it before.
These ads will appear in the Youtube home feed, the social and promotions tab in Gmail and the Google Discover feed.
What is the Google Discover Feed?
The Discover Feed was previously called Google Now and runs on the Google.com mobile homepage and the iOS and Android Google app.
Here’s a quick list of the ad requirements:
- Minimum of one landscape image and one logo
- Up to 5 headlines
- Up to 5 descriptions
Search gets visual with Gallery Ads (late 2019 release)
Gallery Ads elevate text ads with an image-based ad unit that displays at the top of search results, which the user can swipe through.
“By combining search intent with a more interactive visual format, gallery ads make it easier for you to communicate what your brand has to offer,” Prabhakar Raghavan, SVP of Google Ads and Commerce said in the announcement.
These ads are to run with your search campaign ad group, along with text ads. However, they are only eligible (for now) at the top spot in Google Search results on Mobile.
- Four to eight images
- A 70 character description for each image
- Up to three headlines to test
Google Shopping: A one-stop shop
The new Google shopping experience will allow users to buy items via Google Search, Google Images and YouTube. Audiences will be able to add items to a universal shopping cart from these services. Google promises an easy all-in-one checkout, and also “Google Guarantee” returns and customer support
The Google Shopping tab will become more immersive while allowing audiences to ‘browse’, as they will soon be presented with a personalised homepage. Previously, all shopping ads were intent driven, whereas now marketers have the ability to target audiences based on their interests and previous search behaviour.
Connected TV – bringing your ads to bigger screens
Thanks to smart TVs, gaming consoles and streaming devices like Chromecast, Google advertising can now reach the screens in audience’s living rooms. The TV Screens Device Type allows marketers to tailor campaigns to connected TVs. And unlike traditional media buying, can run reports for ads that run on TV screens to see the impact of your campaigns.
The TV Screens Device Type is now available on most Google Ads Accounts.
Image from: blog.google.com
If you’re interested in incorporating any of these releases in your upcoming digital strategy, be sure to contact the Paid Marketing Team at Silverbean to find out more.