The All-New Discovery Campaign Ad Format
For those new to this ad format, Discovery Campaigns are native ads that run across YouTube’s home feed, Gmail’s social/promotional tabs, as well as Google Discover feeds.
According to Google, Discovery ads are a new way to reach people across Google properties in the moments when they’re open to discovering your products and services. This is done through rich and relevant creative enhancements.
In other words, when they are navigating through “discovery” sessions as they are more likely to engage with ads to therefore – become a lead/purchase.
Having performance as the goal for this new format, the only bid strategies available to choose from are Maximise Conversions and Target CPA. This fact – coupled with other changes Google has made spanning the year like broader close variants and machine learning improvements – we might not be able to choose our bids anymore in the foreseeable future.
A change very likely to become realised within 2020.
There are two ad formats within Discovery Campaigns: single-image ad and carousel ad.
Right: An explanatory video of the concept behind the new campaign type.