Google Announces 4 New Features for Discovery Ads Users

Google Discovery Ads users may see some new features starting today. Google says these features are designed to keep audiences engaged throughout the upcoming holiday season. The new features are:

• A better ad experience
• Improved creative support
• New insights
• Improved campaign management

A better ad experience

Google says they’re working to improve the ad browsing experience in Gmail’s Social and Promotions tabs by including richer details like product images and pricing. They will also use machine learning to connect the asset with the right audience at the right time.

Improved creative support

The preparation flow for creating Discovery ads has been revamped. During ad creation, advertisers will see prompts to add additional aspect ratios, unique titles, and add text overlays over images. Users will also receive live feedback on the ad’s performance with ratings ranging from “Poor” to “Excellent” and an optimization score with actionable guidance.

A new insight into the audience

Discovery advertisers can now use insights page to see which audience segments have the greatest impact. It can also be used by advertisers asset reporting to see performance in Discovery ads. Users can compare the performance between assets and decide which ones to turn off, switch or edit. It can also be used by advertisers optimized targeting to evaluate keyword and landing page information to find audiences that can achieve your campaign goals.

Improved campaign management

There is a new one an audience builder advertisers can use to create and reuse target groups in campaigns. Users can also use the Google Ads Editor and API to manage campaigns at scale.

What Google says. You can read Google’s full announcement in their help guide.

Why do we care? New and old Discovery Ads users should try out these features before committing to anything. Only you know your audience and KPIs. Following Google’s best practices is a great place to start, but adjust as needed and always review auto-generated assets.

About the author

Nicole Farley is an editor for Search Engine Land, covering all things PPC. In addition to being a Marine Corps veteran, she has an extensive background in digital marketing, an MBA, and a penchant for true crime, podcasts, travel, and snacking.