Announcing in Google's native feeds can help businesses hit business goals. After all, channels like YouTube, Gmail and Google search varieties feed are accessed every day spontaneously by millions of people around the world. In this article, I present the reasons why it is worth investing in the Discovery Ads and the characteristics of the tool, which also operates with machine learning.
On the internet, people spend 6% of their time actively searching for something. In the other 94%, they are in the “discovery mode”, that is, accessing different pages and platforms to see what is suggested in terms of content, without looking for something specific.1 Feeds are the most accessed format in this discovered mode, since they have relevant content according to the preferences of the logged user. Data shows that 91% of Brazilians access feeds from different platforms and that discovering new products is the second thing they like to do in feeds, behind just reading news. 87% have already bought or planned to buy something they discovered when browsing these spaces, and the percentage rises to 90% when considering Google's feed only. 2
Google feeds have two major differentials that explain this high purchasing influence power: its massive reach of 98% of internet users in Brazil and its signs of search intention. 80% of Brazilians seek information about a product that interests them, and we manage to capture these signals within the Google ecosystem, offering relevant ads within the proprietary feeds for users who previously searched for terms of interest. 3
With Discovery Ads is possible to advertise in feeds Google in a native way and generate qualified intent leading more potential customers to a conversion. Even, when it's time to start Discovery campaigns Ads, advertisers can select from four different goals: sales, leads, visits and other actions (session time, product visualization and interaction on more than one page, for example).
Below, I address particularities of the relationship of Brazilian users with the feed and campaign possibilities in Google's Discovery Ads.
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Partner advertisers can inspire users with creatives of different formats and even reuse the same creative and strategies they apply on social media:
Among the particularities of this type of campaign, the Optimized Targeting function deserves to be highlighted. By being enabled, it will extend the range to more buyers with a similar profile to those who have already converted — the result can reach 52% more conversions to a similar CPA or below. 4
I invite you to include Discovery Ads in your media strategy and thus achieve your business goals more effectively.
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Source: Think with Google
