Google Ads Discovery Campaigns Tutorial 2020

what's up everyone welcome to the Surfside PPC youtube channel today gonna be going over google ads discovery campaigns so i'm gonna show you exactly how to create a discovery campaign and where your ads are gonna run and some best practices as well now one thing I want to go through before I create this campaign is where your Google discovery ads are gonna run and then some sample advertisements for what they're gonna look like in the different Google feeds so where do Google discovery ads run the YouTube home feed the YouTube watch next feed Google discover and then the Gmail social tab and the promotions tab so those are the four main areas where your Google discovery ads are gonna run now if you're wondering what the big difference is where your ads are gonna run between Google Discovery ads and Google display ads your discovery ads will run in Google feeds display ads run across websites apps videos and YouTube channels so some different examples so right here if someone is on YouTube they're at the home screen so this is on a mobile phone and they're scrolling through they might see an advertisement that looks like this one so you can see their shop now this is a headline fabletics new active where you have a description line here you have the business name and when someone clicks through this they're gonna be taken to the fabletics website now the other one is going to be Google Discoverer so as people scroll through their Google discover feed they might see an advertisement that looks like this one so this is the headline right here description line business name and business logo now another one over here is going to be in a gmail inbox so with this one you're gonna see this person would be on their promotions tab and then top deals you're gonna see fabletics so this is business name business logo you have the headline here and you have the description line here so this would open up a gmail email and then people can click through that advertisement now one other example here so if we come back over one of the recent videos I created 10 Google Ads optimization tips and best practices for search campaigns so over on the right-hand side here so this is the watch next so the up next feed right here so it looks a little bit different on mobile but this is on a desktop device you can see right here is a discovery ad so instant grammar checker this is a grammerly ad if I click here to visit website it's going to bring me to their website so those are some different ways that your advertisements are going to look when you're running Google discovery ads so now let's get back to creating our campaign so what you want to do started is create a new campaign so in your Google ads account click on the plus sign and create a new campaign now the three different goals that you can use for this campaign are sales leads and website traffic so if you could see here under campaign types we have discovery for leads we have discovery and for sales we have discovery so depending on the types of conversions that you're using I would recommend using sales or leads because the bidding strategy that you're going to be using is going to be set up to drive conversions on your website so if you haven't set up conversion tracking yet in your Google Ads account what you want to do is come to tools and settings under measurement you can click on conversions here so if I open up my conversions page you can see I have some different conversion actions already imported into my Google Ads account based on some of the Google Analytics goals I've created now if you're not familiar with conversion tracking I would highly recommend checking out my video Google Ads conversion tracking with Google Analytics how to track forms clicks and transactions so it will teach you how to try Thank You pages you can track ecommerce or Shopify transactions so if you are not familiar with conversion tracking I would start there because what you want to do is make sure when you're setting up a new campaign you want to drive sales or leads so for me it's gonna be leaves I'm trying to drive outbound clicks on my website so what I'm gonna be doing with my discovery campaign is sending people to this promo page on my farmhouse goals com website and I want people to come here and take advantage of this promo code now this isn't a real promo code but that's really besides the point ultimately what I want is to send people to my website and get them to click on some of the affiliates that are on my website so what we're gonna do is come back here to new campaign so once you have your conversion tracking set up we're gonna click on leads here and then under the campaign type we're gonna choose discovery so discovery it's gonna say generate leads with visually rich personalized ads that show across YouTube Gmail discover and more so we're gonna click here and click on continue okay so it's gonna show type discovery at the top and go love leads so the first thing you want to do is name your campaign so whatever descriptive name you can give your to your campaign you want to enter that here next is gonna be location targeting so where are your customers located which locations do you want to target with your advertisements for this I'm just going to keep it as United States for right now so keep scrolling down languages you want to select the languages that your customers speak and enter all of them here so I'm just gonna select English for this example next is gonna be bidding so the reason why you want to make sure you're setting up your campaign for leads or sales is because what you want to focus on the only option it gives you is conversions so the two options you have are to use a target CPA bidding strategy where you're actually bidding for every single conversion that you're driving for your campaign so for example it's saying my suggested target CPA is 2 dollars and 48 cents based on the performance of my campaigns across Google Ads so for target CPA here what I would do is enter 2 dollars and 48 cents now if you don't have a ton of data on your Google Ads account yet what you can do is not set a target cost per action and it will just use the maximize conversions bidding strategy so that strategy is set up to drive you as many conversions as possible within your budget so either method either bidding strategy is gonna work as you set up your campaign and you can always change your bidding strategy as you go so for this I'm gonna set a target cost for action I'm just gonna use the recommendation that Google Ads gives me and hopefully over time I can keep decreasing this target CPA so I can drive more and more conversions for a smaller cost so we'll keep scrolling down here next is gonna be budget enter the average you want to spend each day so let's just say I want to spend 10 dollars per day for this campaign again you can always change your budget over time and what you want to do is take your monthly budget and essentially divide it by 30 and use that as your daily budget so we'll keep scrolling down here we have additional settings so if we click on this drop down you can set an ad schedule if you want to so you have the option to set your ad schedule for specific days and specific times you can use start and end date so if you only want to run your campaign for a certain period of time you can so for this one I'm gonna set my end date as May 31st because I'm running a limited time sale that ends on May 31st I want to make sure my campaign ends on that day so it doesn't keep running and keep showing this promotion that's no longer active campaign URL options so you have the option to set up tracking templates finally URL suffix here so this is something people have asking about in some of my other videos so I will go through campaign your URL options in another video for me what I do is I link my Google ads account and my Google Analytics account and that allows me to track all of my campaigns directly into Google Analytics if you go to the acquisition Google ads and campaigns tab I can track everything here and I can look at different goals and how many conversions my campaigns are driving for me in Google Analytics so you can see goal completions here total clicks total costs a total cost per click how many users sessions bounce rate so you can look at all that data and you can see even more if I click through to my campaigns so that's how I track my campaigns I'm not using any additional URL options for this business conversion it's gonna say account level conversion settings so that means every single conversion that I've imported that shows that it's including conversion is yes here so every single one if I get any of these conversions for this campaign it's gonna count as a conversion because I have the include in conversions set as yes for each individual conversion now the other thing you can do is choose specific conversion actions for my campaign so if I come here to select conversion actions I can choose one of these from the list or you can use a conversion action set which uses several conversion actions here so for this what I'm going to do is use this fhg conversion set mean so this is the one I use for my other campaign so this is the one that I'll use for this one and we'll click on save so now we have our conversion set content exclusions it's automatically going to exclude moderate it's a highly sensitive content for discovery campaigns you don't really have any other options there so ad group name what I would recommend doing is setting your ad group for the targeting that you're going to use for your campaign so let's just say for example I want to target a custom intent audience for this campaign so I'll do custom intent audience so that's gonna bring us down to targeting okay so if we come down to targeting its gonna say edit targeted audiences and its first gonna show some of the recently selected audiences that I've used for past campaigns if I come over to ideas it's gonna give me some different ideas based on advertisers like me and if I come over browse it's gonna give me all the different options that I have so if you start up here at the top for detailed demographics or affinity audiences you're gonna be reaching much more broad groups so I would highly recommend using a market custom intend remarketing or similar audiences those are the four that I tend to use the most if I'm on the Google Display Network or if I'm creating Discovery ads so for this example what I'm going to be doing is coming to this tab right here and under custom intent I'm going to be targeting my farmhouse goals custom intent audience so custom intent audiences this is based on the search terms that people are entering into Google some of the websites that people visit it's gonna reach people who have shown an interest in farmhouse decor you can see all the different keywords here so far mountains decor home decor decorations essentially you can create a custom intent audience here and just enter your search keywords enter your SEO keywords your PPC keywords and use all those to create a custom intent audience now some other options you have our in-market audiences you can reach people who are in the market for specific products or services you can use life events so maybe someone who just created a business someone who just graduated college so if we come back over here you can also use remarketing audiences similar audiences which are created based on your remarketing audiences so I could enter some of these here as well I'm just gonna use custom intent what I would recommend doing is setting up different ad groups for the different audiences that you're targeting so if I came in and said I want to target a similar audience for example my similar to all users 540 days then I would set up a completely new ad group and use that targeting in that ad group you can also come in here to the Search tab and use this search feature to find some different audiences some in-market audiences some affinity audiences or even some of your remarketing audiences depending on what you name them for example let's just say I'm selling golf clubs I can come in here enter golf and what Google Ads is gonna do is show me this golf enthusiasts affinity audience if I keep scrolling down there's probably an in market audience down here as well so in market for golf equipment so you can get some different ideas in here by just searching your targeted keywords so for this I'm gonna keep my custom intent audience and we're gonna keep scrolling down audience expansion so you can reach more people with your ads that will likely increase performance of your campaign I tend to expand reach by a hundred percent is just really up to you if you want to if you want to keep it as narrow as possible we'll do expand reach by 0% now if you want to narrow by demographics let's just say for example you know that a specific gender age group parental status or household income is gonna tend to perform the best for your business then you can narrow down demographics so let's just say for example for farmhouse goals the majority of my website traffic is female and it's 35 and up so we'll get rid of these aid groups and we'll just keep it as female we have 35 to 65 plus so now you can see my total and weekly impressions for my custom intent audience my farmhouse goals custom intent and my targeted demographics is 4.1 million impressions so that should be large enough for me to reach my $10 daily budget you can always expand your targeting later so we're good now we have our demographics set we have our audiences set so the next thing you need to do for Discovery campaigns is create your advertisements so when you click here to create a new ad you have a discovery ad and a discovery carousel ad so if we click on discovery ad here what you're gonna see is you enter a final URL you enter images and logos you need at least one marketing image and at least one logo image you enter up to five headlines I would recommend adding all of these five headlines up to five description lines so I would recommend adding all these five description lines enter your business name and then enter your call-to-action text right now it's showing automated and then you can enter your language here as well so what you want to do is create your advertisements and a best practice here with discovery campaigns is to create as many advertisements as possible I would say at least setting up three to four advertisements when you start your campaign but there's really no downside to running more advertisements because Google Ads is gonna continue to test the ads that you've created now you don't need to create a hundred ads here but if you want to create ten advertisements it's only gonna help your campaign performance in the long run so what I'm going to do is enter all these fields now finally URL where I'm sending traffic I'll show you setting up my images enter my headlines and my descriptions and my business name and we'll start right here with call-to-action text I'm just gonna do shop now so we'll come back up to the top okay so right now we have our final URL set I've added all my five headlines here so I have five separate headlines you get 40 characters for each headline for a Discovery ad you have up to five description lines you get 90 characters for each description line so I entered all my description lines here business name so I just entered four mounts goals and then I my call to action as SHOP NOW so what we need to do next is set up our images and logos so we're gonna click right here and it's gonna automatically scan your website to look for some different images but what I want to do is come over here to recently used ok so these are some of the recently used photos that I've used in my account so if you come over here and we look it's gonna look the same as a responsive display ad so your landscape it's 1.9 1x1 and the minimum required size is 605 314 square so one by one and the minimum required size is 300 by 300 and your logo is gonna be square and the minimum required is 128 by 128 so I'm gonna start by deciding my logo here so we're gonna scroll down I have this 500 by 500 logo already add it to my account so you want to use as and make sure we select logo here and then just click on select now once you start adding assets to your advertisement you can come over here and look at any of the assets you've added you can add up to 5 logos so I can use some different colors here I can try to switch the text and the image around a little bit if I want to I'm just gonna keep this as my logo and then images I can add up to 15 so we're gonna come back over here to recently use and we'll use some of these different images here now what I can do is take an image like this and use it as a square image and I can use it as a landscape image so we can take this and crop it how we want to select two ratios so now we have two images here so you can take one image and make it into two with a landscape and a square option so we'll come over here to recently used and keep adding some more images so we'll take do the same thing right here so we'll select two ratios we'll do the same thing right here select two ratios okay and we'll use a few more here so again there's really no downside to using some different images because it's just only gonna help your overall campaign performance by testing some different images over time so we'll use a couple more so we'll take this one and this one is only gonna work for the square image because it's not large enough for the other size so we'll do one more take this image right here and we'll do the square as well and we'll just crop this okay so if we come over to our assets I have 11 out of 15 images and I have my logo here so we can click on save so it's really that simple to set your images and logos you just want to make sure you're using marketing images now your going to be able to see the way that your advertisements look so if we're looking at all these different options here so right now it's giving us a preview of our ad on Gmail so what we'll do is we'll come up here and you can go to all properties we can see what our ad would look like on YouTube so as someone is scrolling through their YouTube feed you can see limited-time farmhouse offer save 15% shop farmhouse goals to take advantage of our 15% off May sale and this would be the sample image that they could use so we'll come back over you can use Gmail again so this is how our ad would look collapsed on desktop and on mobile so you can kind of see what your advertising is gonna look like we'll look at one more and look at discover so in the Google discover feed this is what our advertisement would look like save 15% on farmhouse decor shop farmhouse goals to take advantage of our 15% off May sale so I could probably use some different headlines and description lines but I entered these pretty quickly but for right now this is a good advertisement and we'll click on add to add group so that's the first option is a discovery ad now the other option is a discovery carousel ad so with this one we're gonna click on the plus sign and the difference with this one is you enter a final URL one headline one description and your business name for each individual carousel so you can see how the carousel is gonna look this is really good for advertisers who are selling different types of products who have different categories that they want people to go to so for example let's just say you're a baby company you can show some maybe some different baby toys that you have for sale or maybe some different baby bottles that you have for sale so different ways to show people the types of products that you have and maybe people don't like the first product but they love the second product so a carousel allows you to feature more images so for this one we're gonna do is I'm gonna start down here two images and logos I'm gonna start there and then we're gonna enter the ad copy so we want to do the same thing click on images and logos and it's gonna scan our website but I could just come over to recently used again and what we'll do is we'll take some of these different images so we'll start right here with this image and this is gonna use a horizontal and we can also use this square image as well so we'll select these two ratios let's just say we'll use this image again we could do the same exact thing here so we'll try to feature as much as possible in a single image we'll keep scrolling down we could use this image right here this will just be a square option and we'll use one more so we'll use this image right here so we have this square and we can use this as well so we'll just use the table down here at the bottom okay so we'll select two ratios now we can click on save so now what it's gonna say is you can add up to 10 cards and it's gonna tell me to add a headline and a final card URL for each individual card here and then what we have is a call to action text so for this one for every single one I want to use shop now so I'm gonna enter my headlines my final card URLs so what I can do is just take one headline here and we'll go with May farmhouse goal sale save 15% so you have 40 characters for this headline as well and then final card URL again I'm sending people to this promo page so where they can see that I have this May sale going on so we'll come over enter our final card URL and we can click on next so now we could just do this for all these different cards so you can enter the same headline here you can enter different headlines if you want I'm gonna enter my final card URL here and for this one we'll try a headline like 15% off farmhouse decor ends May 31st and again we're gonna use our SHOP NOW call to action click on next so we'll just use the same headline here and we'll come over and to our landing page so we'll click on next okay now for our last card here we just entered our headline we entered our final card URL we're gonna set this as shop now and we can click on done so now you can see what its gonna look like this would probably look better with just three cards so I can easily get rid of a card but we'll just keep this looking like this for right now so if you want to get rid of a card or edit a card all you need to do is scroll over it if you want to add a card just click on add card again we want to come over to logo make sure we enter our logo here so we're gonna use that square logo we use earlier so that's 500 by 500 click on save okay so we have our logo here we have our different images our different cards set up and then we just want to make sure that we set up this final URL headline description and business name up here at the top okay so we entered all of our information here so now you can see what the ad is gonna look like in the carousel format so again it's gonna look a little bit different people can scroll through some of these different images if I was actually creating this advertisement for my business right now I'd probably want to use some of these different categories on my website and I can send people to different pages on my website so I could tell people to shop for bedding I could tell people to shop for sinks I'll give people tell people to shop for furniture so some different things like that but for right now I'm just gonna keep this as my advertisement you can see it looks okay right now probably make it look a little bit better with better ad copy but just trying to show this as a tutorial okay so one thing I did over here is I'm gonna remove one of these cards so I just deleted the one card where I don't have multiple images so once I do that now I'm able to create this advertisement so I just have three cards here this should perform okay if I was actually running it for a campaign so what I can do now is just click on add to add group so now I have two total ads running what I would probably do is create a new ad I would do a different discovery carousel ad using some of the different ad copy that I talked about but for right now we're ready to launch our campaign we have our discovery ads created we have our targeting setup and we're able to target this custom intent audience we're spending ten dollars per day and we have our target CPA bidding strategy so we'll come down near the bottom and click on create campaign okay so it's that simple congratulations your campaign is ready we have it set to run until May 31st our goal is leads target CPA two dollars and 48 cents ten dollars a day so we can click on continue to campaign and we can adjust anything we need to you can always come over to our campaigns and just come over click on the leads discovery and click on settings make sure all of our settings are set properly we have the right budgets we have our conversion set up for the ones that we want to optimize for so that's a discovery campaign again they're a little bit different than display campaigns just in where your ads are gonna run and the advertisements are different as well but you can run the same types of promotions so if I want to use this promotion on the Google Display Network if I want to use it for Google discovery campaigns I can easily do that and all you need to do is set up different campaigns and then the best part about it is you can actually see what's driving you conversions at the lowest cost and then continue forward with that campaign so I would highly recommend testing Google discovery campaign see if they work for you if you have any questions about Google discovery campaigns please leave them in the comment section thanks for watching my video today and make sure you subscribe to the Surfside PPC youtube channel

Channel: Surfside PPC

Views: 25,594

Keywords: google discovery ads, google ads, google ads tutorial, discovery ads, discovery campaigns, google ads discovery campaigns, google ads discovery ads, google adwords discovery campaigns, google discovery campaigns, google ads discovery campaign tutorial, discovery campaigns google ads, discovery google adwords, discovery carousel ads, google discovery ads 2020, google discovery ads tutorial, google discovery campaigns tutorial, google discovery, google discovery 2020

Id: B4I8OZa4uqc

Length: 21min 53sec (1313 seconds)

Published: Thu May 14 2020