Accelerating B2B Pipeline Growth Using Discovery Ads

Accelerating B2B Pipeline Growth Using Discovery Ads

What are Google Discovery Ads?

Google Discovery Ads are visually engaging, personalized ads that appear in Google’s feeds on the YouTube app, the Google app, and the Gmail app. They can display as a single image or a carousel of images, helping advertisers get products and services discovered by potential audiences.

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, and 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, and manual bid strategies. This campaign type provides automated settings for bidding and targeting, allowing advertisers to focus on optimizing campaign performance.

Benefits of Google Discover Ads

Activating a discovery campaign enables your brand or business to expand its reach to larger audiences and achieve performance goals. Some of the important benefits experiencing with Discovery ads are reaching more of Google with a single ad campaign, driving engagement with richer, more relevant ads, visually rich ads rendered actively across Google properties at scale, and an automated bidding option to meet your media performance goals.

Discovery ads are best positioned for performance goals: brand awareness, driving conversions, and remarketing. Once you understand what Google Discovery ads are and what they have to offer, you can see for their alignment with your paid advertising objectives.

Google recently announced the global roll-out its Google discovery ads. Marketers would be able to use Google discovery ads for B2B business scaling, and the strategy would help them to optimize their top-of-funnel lead generation endeavors and underlying revenue.

Using Discovery Ads For Lead Generation

To use discovery ads for lead generation is when you are not getting the lead volume you want from Search, possibly because you are advertising a new product that users are not aware of. Discovery ads have the dual benefit of generating awareness while optimizing for conversions. Use discovery ads in combination with retargeting for the best results. You can even use retargeting audiences with your Discovery campaigns.

Make sure you are using Discovery in combination with Search ads. Since discovery ads can be targeted by keyword using a custom segment, you need to make sure you are bidding on the same keywords in your Search campaigns. Using keywords from existing Search campaigns for creating Discovery custom segments.

Competitor keywords act as a signal to tell Google the type of users who would be interested in your ad, and competitor targeting in Discovery works more as it does in paid social, unlike in search, where it is expensive due to poor quality score. Further, measuring conversions correctly is crucial to achieving successful lead generation with Discovery ads. This is true for any Google Ads campaign, but especially so far higher-funnel ad types such as Discovery.

True lead volume may be too low for Discovery to function effectively for some B2B advertisers. Micro conversions, which are non-lead behaviors that show a user is interested and raising their hand, must be put up. Micro conversions include things like watching a movie or downloading an ebook. Your Discovery advertisements campaign would receive a sufficient signal solume from micro conversions about the kind of users needed.

Setting Up Discovery Ads For Success

Firstly, you need to choose your targeting. Discovery ads have several different targeting options. You can target by keyword, audience, in-market, or topic targeting. Creating separate ad groups for each targeting option is best, enabling you to see how each option performs and optimize based on performance. Make sure to include an ad group for relevant retargeting audiences. The retargeting audience is big enough. Discovery is a highly effective way to reach these users with a relevant offer that can entice them to convert. 

While discovery campaigns using the max conversions bidding strategy, you don’t need to hold them to the same KPIs as your Search campaigns. Do remember to discover that campaigns are not running just in Search, they appear in YouTube search results and in Gmail.

Supplying headlines and descriptions as well as include images for your Discovery ads. Additionally, provide all the recommended sizes/aspect ratios, which enable your ads to appear in as many placements as possible. Google has suggested to include at least three headlines, descriptions, and images for enhancing ad delivery.