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What are Google Discovery Ads? Examples + a Campaign Tutorial



What are Google Discovery Ads? Examples + a Campaign Tutorial

With every campaign comes specific goals advertisers want to achieve. For some, it’s brand awareness. For others, it’s increased website traffic.

But what if your goal is to reach audiences who are already prime to take action? With Google Discover ads, you can reach them – up to 3 billion of them to be exact.

Let’s dive into what Google Discovery ads are, how they work, and how to set one up today.

Using customer intent signals, Google uses machine learning to determine when users are most likely to engage with a brand. According to Google, brands should use it to:

  • Scale their conversions.
  • Reach new customers.
  • Reconnect with previous customers.

Another thing that sets Google Discovery ads apart from other campaigns is the limited campaign settings. Advertisers cannot adjust:

  • Ad rotation
  • Frequency capping
  • Delivery method
  • Device targeting
  • Placement targeting
  • Contextual targeting
  • Manual bid strategies

This campaign type offers automated campaign settings for bidding and targeting so that advertisers can focus on optimizing campaign performance.

Discovery Ads vs. Display Ads

The key difference in these ads is who they’re reaching and where.

Discovery ads reach those exhibiting high-intent behavior, as determined by Google’s algorithms. For instance, they’re great for ecommerce businesses looking to acquire new consumers and introduce their audiences to products and/or services.

Display ads, on the other hand, are not always meant to drive this type of action. In addition, display ads deliver ads in the Google Display Network whereas Discovery ads are only on Google feeds.

To launch a Discovery campaign, you first have to gather your creative assets, such as your copy, images, and logo. Next, you need a daily budget high enough to cover at least 10 times your target CPA bid.

Then, you’ll need to enable sitewide tagging in your ad account along with conversion tracking. Lastly, you must review and ensure you comply with Google’s personalized ad policies.

Once you’ve completed these key steps, you can start setting up your campaign.

Step 1: Set up a Google Discover ad campaign.

  1. Sign in to your Google Ads account.

  2. Click ‘Campaigns’ located on the left of the page menu.

  3. Click the ‘+’ button, then select ‘New campaign.’

  4. Choose your marketing objective.

  5. Click on the ‘Discovery campaign’ type.

  6. Select ‘Continue.’

  7. Pick your geographic and language targeting for this campaign.

  8. Select your audiences.

    1. You can choose between customer intent, your data (i.e. remarketing list), and in-market audiences.

  9. Set your bidding strategy and average daily budget.

  10. Click ‘Save and continue.’

  11. Click ‘Save.’

After setting up your campaign, the next step is setting up your single-image ad and multi-image carousel ad.

Step 2: Upload your creative assets.

There are two formats available for Discovery campaigns: single-image ads and multi-image carousel ads.

For this campaign, you must upload multiple versions of some assets, as Google will create different combinations to optimize your campaigns, such as:

  • Headlines – You must upload between three to five headlines up to 40 characters each.
  • Description – You can have anywhere from one to five descriptions up to 90 characters.
  • Business name, CTA, and Final URL – You can only have one of each.
  • Images – You must have at least one landscape image, one square image, and a square logo, with a maximum file size of 5MB.

For additional information on asset requirements for Discovery ads, click here.

Here are the steps to upload your creative assets:

  1. Log into your Google Ads account.

  2. Click on “Campaigns” and select your Discovery campaign.

  3. On the left page menu, click on “Ads & Extensions.”

  4. Click on the “+” icon then select “Discovery ad” or “Discovery Carousel ad.”

  5. Upload.

Step 3: Undergo the “Learning” period.

Once your campaign goes live, you must allow two weeks for Google Ads to optimize your bids.

During this time frame, you may see the label “Learning” next to your bid strategy status. This is an indication that you should avoid making any bidding changes and assess once that time expires.

Google Discovery Ad Examples

Gmail Feed

One place Discovery ads will show up is in Gmail. When you navigate to the “Promotions” or “Social” tabs, you may see ads like this:

Once you click on one of the ads, it will open up like an email and show details on the offer from the brand – as shown below.

google discovery ad: gmail feed

YouTube Home Feed

Another place you’ll find Discovery ads is in the YouTube app.

As you scroll down the “Home” tab, you will likely see ads like these with the yellow “Ad” indicator.

google discovery ad: youtube home feed

Google App Discover

Have the Google app downloaded on your device? You may see Discovery ads if you have the “Discover” feature turned on.

The Discover feeds offers personalized content to users based on their web history, interests, and saved items. Here’s an example of an ad on the app:

google discovery ad: google app discover feed

One thing to note about the Discover feed is that it’s unavailable to consumers in Germany, Australia, and France. As a result, those consumers also won’t see ads like these in their Google App.

Google Discovery Ads is Google’s latest tool to help advertisers reach their target audience. As always, be sure to experiment and optimize your campaigns.

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HubSpot to cut around 7% of workforce by end of Q1



HubSpot to cut around 7% of workforce by end of Q1

This afternoon, HubSpot announced it would be making cuts in its workforce during Q1 2023. In a Securities and Exchange Commission filing it put the scale of the cuts at 7%. This would mean losing around 500 employees from its workforce of over 7,000.

The reasons cited were a downward trend in business and a “faster deceleration” than expected following positive growth during the pandemic.

Layoffs follow swift growth. Indeed, the layoffs need to be seen against the background of very rapid growth at the company. The size of the workforce at HubSpot grew over 40% between the end of 2020 and today.

In 2022 it announced a major expansion of its international presence with new operations in Spain and the Netherlands and a plan to expand its Canadian presence in 2023.

Why we care. The current cool down in the martech space, and in tech generally, does need to be seen in the context of startling leaps forward made under pandemic conditions. As the importance of digital marketing and the digital environment in general grew at an unprecedented rate, vendors saw opportunities for growth.

The world is re-adjusting. We may not be seeing a bubble burst, but we are seeing a bubble undergoing some slight but predictable deflation.

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About the author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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Advocate | DigitalMarketer



Advocate | DigitalMarketer

Happy customers love to share their experience, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand.

So, at this stage of the Customer Value Journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.

Once you get to stage seven, the Customer Value Journey is going to get a whole lot easier for you. This stage is all about learning your customer’s experience, and building up your testimonial database. 

The most important part of this step is asking these four questions. 

What Was Your Life Like Before Finding Our Solutions? What Challenges Were You Facing That Caused You to Consider Us? 

These questions are great not only because it gives you some really good stories, but because it gives you some insight on how you can provide similar prospects with that AHA moment. Understanding the average day of your clients is important in reflecting on your Customer Value Journey, and helps you understand what really set you apart from your competitors.

What Key Features Had the Biggest and/or Fastest Impact?

Not only is this going to get you to really specific stories, you will understand the specific things you provided that gave the biggest impact. The answers to these questions will not only give you great insight and testimonials, it will provide you with ideas for new lead magnets. This part is a new Entry Point Offer goldmine! 

What Has Been the Impact or Results in Your Life or Business Since Using Our Product or Service? 

This is a fairly broad question, and that’s why we put it after the others. You will have already gotten all of the specifics out of the way with #1 & #2. But when you ask this question, this is where you get the most valuable stories. You can use this part as testimonials, as an order form, as a sales page, this part is testimonial gold. 

If You Were Asked to Justify this Purchase to Your Boss or a Friend, What Would You Say? 

This is our favorite question by far. If you had to go back in time and justify this purchase, what would you say? I promise you what we’re going to find is a lot of great ideas for the jobs that your product or service has done. You’ll get a lot of great ideas for your core message canvas. This question is about backfilling all of the assets that you may not have. Here you’re going directly to the customer who are already happy, and using their justifications to help you sell to new customers. 

Hopefully you now understand just how valuable the Advocate stage could be, as well as the key questions you need to ask to get your customers talking. Here’s how it works for our example companies.

When it comes to fashion we all love to show off our outfits. So a good example for Hazel & Hems would be to have customers write reviews for a discount code or points towards their next purchase. 

Better yet, follow up with the customers to ask them to share and tag themselves wearing the items in a social media post and providing them with something valuable as a reward.

For Cyrus & Clark Media, hopping on zoom meetings or a streaming service for live talks about them and their business could generate valuable awareness for them, and a live case study for the agency. They can use the questions Ryan provided during this lesson to conduct the interview.

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Drive Conversions and Generate Engagement With Instacart Promotions



Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.


What are Instacart Promotions?


Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”


– Ali Miller, VP of Ads Product at Instacart


Source: Instacart


How Do Instacart Promotions Work?


Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  


Example of Instacart Promotions

Source: Instacart


Instacart Promotions Benefits


Deliver Value and Savings to Consumers


With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.


Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  


Tailor Your Campaigns to Specific Objectives


With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 


Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 


Access Real-Time Performance Insights 


The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.


Hot tip: Make sure your budget matches your discount and objectives.


“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti


Interested in Instacart Promotions?


With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.


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