Pros vs Cons of Google Discovery Ads

Google Discovery Ads are ads that show up within the Discover feed that appears on the home page of Google’s iOS and Android app, as well as the mobile Google.com homepage.

Users are able to personalize their feeds so they see content that pertains to them. Unlike Google Search Ads, people don’t need to enter a search query to have these ads appear. Google sorts users into audiences based on activity and serves ads relevant to that person.


For that reason, Discovery Ads are considered more intent-based than traditional display ads. Ads are shown to users based on those that Google's algorithm deems high-intent buyers. They're meant to reach users "in the moment", closer to taking action. In addition to the Discovery feed, ads are shown on YouTube, Google, and Gmail.


Why Invest In Discovery Ads?

To Increase Brand Awareness & User Engagement Among High-Intent Buyers

  • Promotes products and services while building the brand’s image

  • New inventory helps to expand reach and traffic

Capture Audience Attention

  • Visually impactful and seamless ad format

  • Served only to the audiences who will find it relevant

Simplify Awareness Campaign Management

  • Reach the right customers on Google at scale within just one campaign Assets Required to Set Up Google Discovery Ads

  • Smart bidding allows you to optimize bids based on objectives

Scalable Dimensions From Other Channels

  • Pick up your Social Ads and/or your Performance Max creatives. Here are the full specifications for Discovery Ads.

Within the ad setup the advertiser doesn’t have control over (and therefore cannot adjust):

  • Ad rotation

  • Frequency capping

  • Delivery method

  • Device targeting

  • Placement targeting

  • Contextual targeting

  • Manual bid strategies

Why not just run Display instead of Discovery?

The key difference in Google Display Ads is who they're reaching and through what ad placements. As mentioned above, Discovery ads reach those exhibiting high-intent behavior, as determined by Google's algorithms, meaning Discovery Ads are great for eCommerce businesses looking to acquire new consumers and introduce their audiences to products and/or services . Display ads, on the other hand, are not always meant to drive conversion objectives or any type of downstream action (Display is better for awareness and brand recall). In addition, display ads deliver ads in the Google Display Network whereas Discovery ads are only on Google feeds. 


Paid MediaPennock Team