Discovery Campaign (Demand Gen) - High performance for those who know how to work

Google Ads is the world's leading advertising platform, enabling businesses of all sizes to reach new customers and build an online presence. The platform offers a wide range of advertising options, including targeted campaigns, keyword-based campaigns, and Discovery type campaigns that we will discuss in detail today.

So what is the Discovery (Demand Gen) campaign?

The Discovery campaign is a type of Google Ads campaign that allows businesses to show their ads to users on the Google Media Network. The network includes Google websites, apps and landing pages, such as Google Discover, Gmail and YouTube.

Recently Google upgraded the campaign and also changed its name to Demand Gen, while the majority still call it by its old name, Discovery.

Discovery campaign ads are graphic ads, which contain an image or video and a short title or product carousel drawn from a product torch inGoogle Merchant. We will be able to show ads to users based on their interests, as can be learned from their search history, the apps they use, and the sites they visit.

What does the Discovery campaign look like?

As we said, you can find Discovery-type campaigns throughout the Google network −

On the YouTube platform, in your Gmail account, in the Google app.

Here is an illustrative view of the Discovery campaign via mobile:

Benefits of the Demand Gen Discovery Campaign

One of its advantages is the great exposure that it gives us at a low price with respect to the rest of the types of platforms.

In addition, we can focus on a target audience that is relevant to us through the use of target audiences that are in the purchase intent that we select which ensures that it reaches the audience at the right time.

And through the graphic ads we can best illustrate to the surfers our products and services.

The process of creating a Discovery campaign:

Step 1 - Create a campaign on Google Ads

In the first step we must log in to our Google Ads account and create a new campaign by clicking on the plus to create a campaign.

Step 2 - Choosing the purpose of the campaign

At this point we must choose what objective we want to achieve from our campaign, in this case ours, we want sales, so we will select the option of Sales.
If you need leads, select Leads.

It is also possible not to choose a target at all and proceed with the creation of the campaign.

Step 3 - Choose a Demand Gen campaign

At this point we have to choose the type of campaign. As we said, not long ago they changed the name of the campaign from Discovery to Demand Gen. That is why we chose the Demand Gen campaign.

Step 4 - Setting up the campaign

Now we begin to define the campaign according to what is necessary and important to us.

We will give a name to the campaign and move on to choosing the budget.

It is important to understand about the campaign budget in this type of campaign that it is often unstable at the beginning, so it can take a few good days/until he finishes learning to stabilize in terms of budget expenditures.

Don't worry - Google will no longer spend what you set on the monthly average according to the daily budget you set.

A focus is then selected by location and language for the campaign.

It is important to define this stage properly so that it only appears to people who are relevant in terms of location for our business.

If we sell to the whole country we will mark the entire state of Israel and if we want certain areas we can select them with the option “Enter another location”.

Step 5 - Set up the awareness group

At this point we will create the ad group, we will first define the name of the group and select which products we want it to include (relevant for those who have connected Google Merchant).

We will then define audiences according to our needs.

We can use whatever kind of audience we've created or we can create a new audience.

If we are not using a remarketing audience, we can choose the Optimized Targeting option.

Here we are basically telling Google to expand our target audience beyond what we have defined to an extent and that may bring us more conversions without adding a budget.

Step 6 - Setting up the ad

We have come to the creation of the ad, we will give it a name so that we can identify it from the rest of the ads that may be cleaned.

After that, we will start writing titles and descriptions, which are important to have invites in order for the surfer to want to click on them, select a scroll button for a suitable action, add the name of the business and a logo.

Then, we will add the address to which we want the users to reach after they click on the ad and, in addition, we can add media for the ad.

We can add photos/videos or leave blank and the product tabs themselves will be used.

We will be able to see in the view on the right how our ad will look.

Step 7 - Transition on the campaign before advertising

We have reached the final stage, a summary of what we have defined so far, it is important to go through everything and see that everything is as normal as we wanted it to be. If all is well we publish the campaign and let it start working.

In the event that there are glitches Google will mark and guide us about making the changes.

4 tips for creating a winning Discovery campaign

After understanding how to make a Discovery campaign, it is important for us to give you 3 important tips that will improve the quality of the campaign.

1. Use quality media: In order for people to be interested in us and want to enter us, it is important that we use the best quality media possible and it is important that the same media also attracts the eye - that is, stands out in the field.
2. Publish to a quality audience: It is advisable to use the Discovery campaign for a large exposure in front of a cold audience through the targeting of interests or for a remarketing audience, that is, people who have had some interaction with our business and now we want to appear to them again.
3. Patience: It's important to let the campaign work and spend some money before we decide to make any changes.
   Trust Google's algorithm, the audience you're advertising to and, of course, your media and headlines.
4. Remarketing: With all due respect to the cold crowd, no one is fooled to pick up another remarketing campaign on Discovery (works great for doing it right)

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concluding

The Discovery campaign is a very useful marketing tool and can help us promote the business in special strategic locations.
He will give us a lot of exposure that will bring us new or old people into the business at a cheap price, who will eventually become the convertible that we will define in the campaign.