How and where to use Google's new advertising formats - Discovery Ads and Gallery Ads

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Content
Discovery Ads: Scroll through the feed, see an ad, buy
Gallery Ads: Carousel Ads
Google Marketing Live 2019 has long since died down, but the new advertising formats announced there, as it turns out, have still not been properly mastered by Russian contextualists. Finding experts using Discovery Ads and Gallery Ads turned out to be difficult, but we managed! Read in this article what the trick is in Google's new advertising formats and how to work with them.

Discovery Ads: Scroll through the feed, see an ad, buy
The main feature of the new format is that targeting is focused telegram brazil amateur on a rather "cold" audience. These are people who are not looking for a specific product, but are potentially interested in trying something new, in particular similar products. How does the system find such users? By analyzing the behavior of the audience on YouTube, KMS, Google Play Market. Thus, Discovery Ads targeting is a kind of symbiosis of user interests and their behavioral history on various Google platforms.


According to Google, the Discover feed today reaches more than 800 million users worldwide.
Karen Grigoryan told us about the features of Discovery Ads and how to use it.


Karen Grigoryan, head of the contextual advertising department at iConText agency

Discovery Ads are a new format designed to reach users across popular Google services and help advertisers achieve greater effectiveness. Discovery ads appear:

in Gmail (on the Promotions and Social Networks tabs);
in the YouTube feed;
in the Google Discover Feed.
To run Discovery campaigns in Google Ads, you need to:

1. Prepare advertisements - titles, descriptions, images and logo. There is a single advertisement format:

Title (up to 40 characters).
Text (up to 90 characters).
Square or vertical (1.91:1) images.
Square logo (which can be cropped into a round one).
Company name (up to 25 characters).
URL.
Call to action (e.g. "Learn more", "Go to website").
To make your campaign more effective, you need to select high-quality, motivating images and good calls to action.
For example:





2. Enable adding the tag to all pages of the site in your account.

3. Set up conversion tracking.

When setting up targeting, we recommend using all possible audiences that this format offers:

Intention/action.
Interests and hobbies.
Demography.
For each targeting, it is worth using different creative options, based on the audience theme.

IMPORTANT: Don't forget to launch remarketing with Discovery Ads, this format is a great way to reconnect with valuable customers and encourage your previous visitors and buyers to engage again.

Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in terms of “from click to sale”.

Get a consultation

Gallery Ads: Carousel Ads
Gallery Ads are a new ad format for mobile search. They feature a scrollable carousel of 4-8 images with up to 70-character descriptions and three headlines. They combine search features with an interactive visual format to help better explain to your audience what your brand offers.