Google Discovery Ads: Why the advertising format can be profitable for companies

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Google Discovery Ads: Why the advertising format can be profitable for companies

Google has now released its Discovery Ads worldwide after a test phase of around one year. Why the advertising format should be attractive to many advertisers and where exactly the ads appear.

The Google Discovery Ads ad format is now available worldwide. As announced by the company, advertisers in Germany can now also use the interesting ad variant in full, which appears in Gmail, Youtube or Google Discover in addition to Google itself.

Google launched Discovery Ads for individual markets almost exactly a year ago. They are played out according to user interests and have a high reach because they cover the entire Google ecosystem. Google Discover has become a traffic generator for many websites because, in addition to the latest news that is amazingly well targeted and based on the interests of the user, it also offers videos and other information. The feed is user-related not only displayed on the mobile website, but also in the app.

Google Discovery Ads: Especially for mobile users

The Discovery Ads appear either as normal Gmail ads in Gmail or as infeed ads on Google Discover and Youtube, depending on the type of display. When targeting, Google uses a large number of signals and properties that the user has left behind. When booking this advertising format, there is not much to consider: up to five headings with description can be implemented, an image in landscape format and a linked landing page are sufficient as advertising media, CTA-oriented images are, as usual, prohibited. The whole thing is billed on a pay-per-click basis.

Interestingly, the ads are mostly aimed at mobile devices – for example, only Gmail ads appear on the desktop. In this way, agencies primarily reach users of mobile devices. Here, however, the Discovery Ads are a good addition to the existing ad portfolio.

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