What are Google Discovery ads?

Google Discovery ads are a visual ad format that look like a social media post. They act in a similar way to the Facebook feed/post ad. Ads include up to 5 headlines to test the best one, an image or swipeable carousel of images (up to 15 to test), a landing page url, your business name and an optional Call to Action button such as “Shop Now” or “Get Quote”.

How are Discovery ads different to Search ads?

Whereas search ads come up when you enter a query, Discover ads show to people based on their past site visitation, app downloads, Youtube videos watched and map searches. This means Discovery ads are more about brand awareness, for people at the top of the purchase funnel.

Why has Google introduced Discovery Ads?

Google is contending with three fundamental shifts in search behaviour: the shift from answers to journeys; from queries to the queryless; and from the text-based to the visually-inspiring.

What type of ads can be placed on Google Discovery?

There are two main ad formats: Standard (single image) Discovery Ads This allows us to test up to 15 images in square, and or landscape. Discovery Carousel Ads We can upload between two and 10 images to be used as cards in the carousel

How much to budget for Google Discovery ads?

Google has recommended no less than a ratio of 70% spend on search/shopping ads, and up to 30% on awareness (ads such as Google Discovery or Google Display). So if you market in say one region, and spend NZD$500 a month on search ads, you might try $150-$200 a month on Discovery or Display clicks (allow extra for help to set up the campaign for you).

Are Google Discovery ads worth it?

Often times, clients need a greater stream of new leads and more channels than SEO, Google search ad and social media provide alone. At Alexanders, we have found Discovery ads are very cost effective for generating brand awareness (70% lower cost-per-click prices than the agency's search campaigns) and for generating top-of-the-funnel traffic.

How are Google Discovery ads different to Google Display ads?

Google Display ads are similar visual ads, but they are shown on Google partner sites. There are similar targeting options with the two. You can have a few more file formats with Display. Display ads let you have a clickable phone and location extension, but while you can’t have these on Discover, you can have a clickable lead form. You can run both at once.

What else do I need to do?

Your landing page for the campaign is critical. You need to answer their underlying need, and related questions, and offer something valuable in exchange for same email address or phone number. So we can help you plan a landing page as well as possibly a downloadable guide.

How long should you run a Google Discovery campaign for?

Can go indefinitely if your audience size is big enough, but I’d say a minimum of six weeks. The machine learning needs at least 3-4 weeks to hit its stride.

What kind of campaign ideas do you suggest?

Seasonal campaigns (Xmas, join a gym), launch a new product/service, catch people with a longer decision horizon so they connect early with your brand (construction), catch people with a problem that you solve but they don’t yet know how to solve it (sore back or neck - osteopathy). Rachel is good with ideas and suggestions.

What’s the next step?

Make a time with Rachel to discuss how you could build your brand with Google Discovery. Good times to catch up in her diary are 10am – 1pm Tue, Wed, Thu or afternoons on Mon & Thu. Ph 3488 477 ext 1, or 021 556 560.

Lyndal Lane - 17 Apr 2023

The 5 stages of buyer awareness

Understanding the awareness stages of people is crucial for marketing.

 It’s specifically important to understand these if you want to build and execute a successful search engine campaign.

 The wrong content delivered to the buyer at the wrong stage can prevent a potential customer from buying from you.

 Here’s a brief definition of each stage and what your goal at each stage should be if you are trying to generate new buyers for your business:

Unaware

These people don’t realize they have a problem. Something better than their current circumstance/solution exists, but they have no idea and are often blissfully unaware or just live with the problem and become accustomed to it.
Your goal: Poke the bear. Get in front of your buyer, ask leading questions, and state facts that get them to realize they might have a problem.

Solution: Google Display, Google Discover, or Social campaign with problem in headline. Lead to blogs.

Problem Aware

These people know they have a problem but are fuzzy on how it can be solved and may even believe it can’t be solved and are shy to proceed to look for a solution. Search engines are very often a first stop for these people as they Google the meaning of things; feeling safe and not being judged.
Your goal: Educate, don’t sell to this group of people. Empathize with their problem and help them understand that you understand the problem and have experienced it. 

Keywords: how to, question headlines, how does X work. Blogs.

Solution Aware

These people know solutions exist and are shopping around for products/services via many different channels (search engines, referrals, etc.).
Your goal: Provide thorough information about your product/service with case studies and other forms of social validation.
Keywords: Types of, Product + company, Product + city, Product + consultant/agency/shop

Product Aware

These people know about your product/service and your competitors. They need help understanding what makes your product/service a better fit for them than the competition and what the consequences of inaction are.
Your goal: Value transparency and honestly compare your product/service to your competition. Help them understand pricing, benefits, and features and connect those to the customer’s specific pain points.

Keywords: Product pricing, product reviews, how much does x cost, how does X work, steps to…, best… Lead to product landing pages.

Most Aware

These people could already be customers or at least be big fans of your company. Even if they don’t ever become customers, they are powerful assets in building a strong brand. 
Your goal: Keep offering them great products, services, customer service, and content and they’ll sing your praises.

Action: Set up tags to link with your CRM so when they’re on your site, it triggers alerts to your sales team.

Next steps:

Book a catch up for a complimentary review of how your website and seo addresses customer readiness and buyer awareness. We offer a range of content creation and seo packages from $1500 month.