Create and manage Discovery campaigns (beta)

Important
Discovery campaign ads are in beta, so features can be added at any time. Be sure to regularly monitor the performance and status of your ads.

Discovery campaigns let you share your brand's story with people across Google's feed-based experiences when they're open to discovering new products and services.

  • Expansive reach: Reach hundreds of millions of people across the YouTube Home feed, 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 create and manage Discovery campaigns. Learn more About Discovery campaigns.

Before you begin

  • Gather your ad's assets like headlines, descriptions, images and logos. To drive better performance, select your highest-quality image assets, such as brand and inspirational imagery featuring minimal text and effective lighting. You can also repurpose top-performing image assets and messaging from existing campaigns on other platforms, like email, video, or social.
  • Make sure that you have sitewide tagging enabled in the account. Make sure that you’ve set up conversion tracking and that you meet the conversion-based eligibility requirements.
  • You must comply with our Personalized advertising policies.
  • Make sure that you have sufficient daily budget to account for at least 10 times your target CPA bid.

Instructions

Step 1: Set up your campaign

  1. Sign in to your Google Ads account.
  2. On the page menu on the left, click Campaigns.
  3. Click the plus button then select New campaign.
  4. Choose a marketing objective of either 'Sales', 'Leads', 'Website traffic', or 'No goal'.
  5. Select the Discovery campaign type.
  6. Click Continue.
  7. Pick your geographic and language targeting for this campaign.
Ad Rotation and Frequency capping are not available for this campaign type.
  1. Select your audiences. There are several ways to target your Discovery campaigns to the right audience. You can add the following targeting options: custom intent audiences, remarketing and in-market.
  2. Select your bidding strategy and enter your daily budget. Learn more about Automated bidding
  3. Click Save and Continue.
  4. Click Save.

For audience lists, make sure to have at least the following (more details):

  • Google Search Network must have a minimum of 1,000 active visitors or users within the last 30 days
  • YouTube must have a minimum of 1,000 active visitors or users within the last 30 days
  • Gmail must have a minimum of 100 active visitors or users within the last 30 days in the Display Network

For Google Analytics audience lists:

For Custom Intent:

  • Discovery ads support search keywords only

Create your Discovery ads:

  1. Set up your single-image ad
  2. Set up your multi-image carousel ad

Step 2a: Set up your single-image ad

Upload assets to create your first Discovery ad

  1. Navigate to your Discovery campaign.
  2. On the page menu on the left, click Ads & Extensions.
  3. Click the plus button  then select Discovery ad.
  4. Enter your assets.

Discovery ad asset specifications

Headline
(required)

Your headlines are the first line of your ad. Headlines can be up to 40 characters. Write headlines that make sense combined with any of your descriptions, images, and landing page. You can enter up to 5 headlines for a single creative.

Description
(required)
Your descriptions add to your headline and invite people to take action. They can be up to 90 characters. Write descriptions that can be combined with any of your headlines, images, and landing page. You can enter up to 5 descriptions for a single creative.
Images
(required)
To get the greatest reach, upload multiple 1.91:1 landscape images. You can upload up to 15 marketing images for a single creative.
  • Landscape image (1.91:1): Min size: 600x314. Recommended: 1200x628. 5MB max file size 
  • Square image (1:1): Min size: 300x300. Recommended: 1200x1200. 5MB max file size 
  • Select images that work well with your logo and can be combined with any of your headlines, any of your descriptions, and your landing page.
  • The maximum file size is 1MB and the supported file types are JPG, PNG, and static GIF. You can crop the uploaded images to the required aspect ratios right after choosing the images.
Business Name
(required)
Only one business name can be provided for a single creative. It can be up to 25 characters.
Logos
(required)
Upload 1:1 square logos. Logos will be rounded off in ad preview and live rendering on some of the properties. The recommended dimensions are 1200 × 1200, but logos can be as small as 128 × 128. A transparent background is best, as long as the logo is centered. Upload logos that combine well with any of your headlines, descriptions, and images. The maximum file size is 1MB, and most common non-.gif formats are accepted.
Final URL
(required)
Default landing page that customers will reach on clicking the ad.
Call-to-Action text  Select the best call to action from the drop-down list in the ad creation tool. If set to “Automatic”, Google Ads will automatically select the call- to-action language to optimize for the best performance.

Learn about the creative asset quality guidelines for Discovery ads

If you'd like to generate a second set of asset pairings, you can create a new ad later on. The assets you provide in each ad are used interchangeably only within that ad.

Step 2b: Set up your multi-image carousel ad 

Select images or Carousel to create your first Discovery ad

  1. Navigate to your Discovery campaign.
  2. On the page menu on the left, click Ads & Extensions.
  3. Click the plus button  then select Discovery Ad or Discovery Carousel Ad.
  4. Enter your assets.

Discovery Carousel Ad asset specifications

If at least one card is disapproved, the ad status column will be marked as "Approved (limited)" and within 24 hours it will change to "Disapproved". This is a known issue and will be resolved soon. The ad won't serve in this case.

Headline
(required)

Your headlines are the first line of your ad. Headlines can be up to 40 characters. You can enter a headline to align with each image.

Description
(required)
Your descriptions add to your headline and invite people to take action. They can be up to 90 characters. You won't be able to write descriptions for each image; instead write descriptions that can be combined with any of your headlines, images and landing page. 
Card images
(min 2 cards, max 10)

Only images with an aspect ratio of 1.91:1 and square are allowed. All card images must have the same aspect ratio. Ads won't be saved if not all cards have images with the same aspect ratios.

Please note that the creative will show cards in the order created and shown in the preview tool.

Refer to the examples below for more information on both image sizes:

  • OK: square, square, square 
  • OK: landscape, landscape, landscape
  • Not OK: square, landscape
  • Not OK: [square, landscape], [square, landscape], [square, landscape]
  • Not OK: square, landscape, square
  • Not OK: [square], [square, landscape], [square, landscape]
Business Name
(required)
Only one business name can be provided for a single creative. It can be up to 25 characters.
Logos
(required)
Upload 1:1 square logos. Logos could be rounded off in ad preview and live rendering on some of the properties. The recommended dimensions are 1200 × 1200, but logos can be as small as 128 × 128. A transparent background is best, as long as the logo is centred. Upload logos that combine well with any of your headlines, descriptions and images. The maximum file size is 1 MB, and most common non-.gif formats are accepted.
Final URL
(required)
Default landing page that customers will reach on clicking the ad. You can provide a specific landing page for each image.
Mobile URL
(optional)
Mobile landing page that customers will reach on clicking the ad from a mobile device.
Call-to-Action text  Select the best call to action from the drop-down list in the ad creation tool. If set to “Automatic”, Google Ads will automatically select the call- to-action language to optimize for the best performance.

Learn about the creative asset quality guidelines for Discovery ads

Step 3. 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 rule of thumb, wait 40 conversions before making changes to your campaign.

Step 4. Use automatic targeting in Discovery ads

Automatic targeting expands your reach to additional users to help you generate more conversions at or around the same cost per customer with Google Discovery ads.

To change your automatic targeting settings:

  1. Click Discovery ads or Display campaigns in the navigation panel.
  2. Find your campaign and click on it.
  3. Click on the ad group you’d like to adjust targeting for.
  4. Click Audiences in the navigation menu.
  5. Click the pencil icon Edit and select Edit ad group targeting.
  6. Drag the control to the right to increase audience expansion.
  7. Click Save.
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