This guide examines these two types of advertising campaigns, compares their features, and provides advice on how to choose the best option for your business.
In a digitized world, where advertising plays a key role in a company’s success, it’s important to have a clear understanding of the different advertising options available. Among these, Google Discovery Ads and Display Ads are two powerful tools that can help businesses achieve their marketing goals.
Google Discovery Ads e 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, a Discovery ad, or a Discovery carousel ad, you need to provide headlines, descriptions, and images, which Google then adapts to various ad placements.
Text Specifications
Discovery ad headlines can be up to 40 characters long, while Display ad headlines can be up to 30 characters long.
Image Specifications
Both Display and Discovery ads accept square (1:1) and landscape (1.91:1) images, but Discovery campaigns also accept portrait format images (4:5).
Video Specifications
You can add video assets to your Display ads, while this feature is not yet available for Discovery ads.
Shopping Feeds
One of the most common applications of Display campaigns is running dynamic remarketing; that is, connecting your Google Merchant Center feed to your Display campaign. Discovery campaigns have recently launched a beta program that allows advertisers to link 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.
Placement of Display 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’s targeting solutions, both for audience and content. Google Discovery campaigns do not accept content targeting; only audience targeting.
In both Display and Discovery campaigns, you can track interactions, engagement rate, and cost per engagement, as well as clicks, click-through rate, and cost per click. For both Display and Discovery campaigns, the most important success metric is your “ad creative.
When to Use Discovery Ads and Display Ads
Google Ads Discovery campaigns can only be used with Smart bidding strategies based on conversions: 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.
Google Discovery Ads vs. Display Ads Comparison
Both Discovery Ads and Display Ads have their strengths and can be used in different ways depending on a company’s marketing goals. Choosing between Google Discovery Ads and Display Ads depends on various factors, including campaign objective, budget, targeting, and personal preferences.
Pubblicato in Digital Marketing
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