Thanks to machine learning, Discovery campaigns can help you drive action with highly interested audiences and scale your reach to new customers. Drive even better performance with these tips for reaching your ideal audience.
- Keep audience expansion enabled to expand your campaign’s reach.
Why: If you notice that certain audiences perform well for your campaign and you want to reach more of the right customers at scale, use audience expansion to let Google’s machine learning find more people that are similar to those audiences. As you expand your reach, you can find the right balance between reach and performance.
Advertisers that add custom intent, customer match, remarketing, or similar audiences to their Discovery ads have seen 81% higher conversion rates and 25% lower CPAs.1 Learn more about audience expansion.
- Use what you know works: Choose audiences that are more likely to convert based on performance you’ve seen in your Search, Video and Display campaigns.
Why: Discovery campaigns rely on the same audience segments that are available in Search, Display, and Video. If you’ve seen success with these audiences in the past, we recommend starting with them for your Discovery campaigns as well, and consider starting with the following audiences: remarketing, customer match, custom audiences, or similar audiences to re-engage people who have shown interest in purchasing soon.
- Go farther with search intent: Include at least 10 converting Search keywords in each of your custom intent audiences.
Why: Using top-performing keywords from your search terms report and adding in additional category terms will help you reach relevant audiences who already have a strong, invested interest in topics related to the products or services you offer.
If you own an athletic wear brand, by uploading at least 10 converting Search keywords in each of your custom intent audiences you can connect with potential customers who are actively researching topics like running gear, fitness, wellness, yoga pants, etc.
- Align your audience, creative message and conversion action.
Why: Try mixing audiences suited to finding customers early in their consumer journey (like Affinity or In-market audiences) with conversions for later in the purchase journey (like purchases). This can help you reach the right audience with the right campaigns.
1. Google internal data, Global, Q4 2019
2. Google Internal Data, Sep 2019-Jul 2020