This guide examines these two types of advertising campaigns, compares their characteristics, and provides advice on how to choose the best option for your business.
In a digital world where advertising plays a key role in the success of a business, it is important to have a clear understanding of the different advertising options available. These include: Google Discovery Ads and Display Ads are two powerful tools that can help businesses achieve their marketing goals.
Google Discovery Ads and Display Ads are two types of advertising campaigns offered by Google. Both are image-based, but they have some key differences in terms of appearance, placements, targeting, and performance. To create a responsive display ad, Discovery ad, or Discovery carousel ad, you provide headlines, descriptions, and images, which Google then adapts to various ad placements.
Text Specifications
Discovery ad titles can be up to 40 characters while Display ad titles can be up to 30 characters.
Image Specifications
Both Display and Discovery ads accept square (1:1) and panoramic (1.91:1) images, but Discovery campaigns also accept portrait (4:5) images.
Video Specifications
You can add assets video to own Display ads, while this feature is not yet available for Discovery ads.
Shopping Feed
One of the most common applications of Display campaigns is to run dynamic remarketing; that is, connecting your Google Merchant Center feed to your Display campaign. Discovery campaigns recently launched a beta program that allows advertisers to connect a feed.
Ad format
Discovery campaigns offer the option to create a Discovery carousel ad, which features multiple images, headlines, and links within the same ad unit. Display campaigns do not offer carousel ads.
Display Placements vs. Discovery Ads
A key difference between Google Ads Display campaigns and Discovery campaigns is that Display campaigns show ads across the Google Display Network, while Discovery campaigns show ads on Google properties. Google Ads Display campaigns offer the full range of Google targeting solutions, for both audience and content. Google Discovery campaigns do not accept content targeting; only audience targeting.
In Display and Discovery campaigns, you can monitor interactions, interaction rate, and cost per interaction, as well as clicks, click-through rate, and cost per click. For both Display and Discovery campaigns, the most important success indicator is your advertising creative.
When to Use Discovery Ads and Display Ads
Google Ads Discovery campaigns can only be used with conversion-based Smart bidding strategies: Maximize conversions (with optional target CPA) or Maximize conversion value (with optional target ROAS).
Google Ads Display campaigns have broader applications, as they can be used with bidding strategies based on impressions, clicks, or conversions.
Comparison between Google Discovery Ads and Display Ads
Both Discovery Ads and Display Ads have their strengths and can be used in different ways depending on a business's marketing goals. Choosing between Google Discovery Ads and Display Ads depends on a variety of factors, including your campaign goal, budget, targeting, and personal preference.
Published in Digital Marketing
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