Starting in October, Demand Gen campaigns will be available to all advertisers in Google Ads and your Discovery campaigns will be eligible for upgrades. Contact your Google account team to upgrade your Discovery campaigns on your behalf. And if you don’t currently have a Google account team, your Discovery campaigns will be automatically upgraded by November.
Once upgraded, all of your historical data and learnings from your Discovery campaigns will be seamlessly carried over to your new Demand Gen campaigns, so you can take full advantage of the newly redesigned UI and start optimizing your campaigns with new performance-enhancing features.
Discovery campaigns let you share your brand's story with people across Google's feeds when they're open to discovering new products and services.
- Expansive reach: Reach up to 3 billion customers across the YouTube Home and Watch Next feeds, Discover, and the Gmail Promotions and Social tabs using a single campaign.
- Rich and relevant creative: Inspire consumers as you showcase your brand or products in visually engaging images, rendered natively across Google properties.
- Drive action with the right audience: Combine this incredible reach and powerful creative canvas with Google’s understanding of intent to anticipate what your customers want and drive results.
This article explains how to manage Discovery campaigns. Learn more about Discovery campaigns
After you create your Discovery campaign, make sure you’re managing it for optimal performance and results. For more tips on driving better performance, see our best practices guide.
Allow ramp-up time
Once your assets and message are in place, give campaigns time to ramp up. Set a budget that drives volume, but that you’re still comfortable running for at least two weeks. We recommend one that’s 10 times the value of your target CPA bid since our models perform better as they collect more data. As a good general rule, wait 40 conversions before making changes to your campaign.
Use automatic targeting in Discovery ads
Automatic targeting can help you reach new and relevant audiences that are likely to convert. Optimized targeting looks beyond manually-selected audience segments in your campaign to find audience segments that you may have missed to improve the campaign’s performance. Learn more here.
To change your automatic targeting settings in existing campaigns:
- In your Google Ads account, click the Campaigns icon
.
- Click Overview.
- Click the View filter at the top of the page and select Discovery campaigns.
- Click the Campaigns drop down in the section menu.
- Click Ad groups.
- Click the Gear icon
next to the ad group you’d like to adjust targeting for.
- Within "Settings", click the Optimized targeting section to expand it.
- Select the checkbox
beside "Use optimized targeting" to turn optimized targeting on or off.
- Click Save.
next to the ad group you’d like to adjust targeting for.
beside "Use optimized targeting" to turn optimized targeting on or off.
Understand your Discovery campaign reporting
Reporting for your Discovery campaigns reflects ad performance across multiple Google properties with different ad interactions depending on how and where people see your ads. Therefore, your reporting columns will reflect a combination of ad interactions as follows:
- Engagements: The first click on your ad in Gmail, for which you are charged.
- Engagement rate: Reflects the number of times people first clicked on your ad in Gmail, divided by the number of times your ad was shown.
- Clicks: Clicks that send users to your website.
- Clickthrough rate (CTR): Reflects the number of clicks on your ad that lead to your website, divided by the number of times your ad was shown.
- Average cost-per-click (CPC): This reflects the total cost of the campaign, divided by the number of clicks on your ad that lead to your website.
- Interactions: The combination of all paid clicks on your Discovery ad. This reflects clicks directly on your ads within YouTube and Discover, and the first click on your ad in Gmail.
- Interaction rate: Reflects the number of interactions with your ad divided by the number of times your ad was shown. For Gmail, this column reflects the first click on your ad.
- Average cost: Reflects the true cost average for paid interactions with your ad.
