• Search Engine Land
  • Sections
    • SEO
    • SEM
    • Local
    • Retail
    • Google
    • Bing
    • Social
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • Live
  • More
  • Events
    • Follow
  • SUBSCRIBE

Search Engine Land

Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • More
  • Newsletters
  • Home
SEM

Google Discovery ads can now use your 4:5 social image assets

Discovery campaigns can also be paired with lead form extensions.

Ginny Marvin on December 1, 2020 at 1:21 pm
  • More

Google announced updates for Discovery ads Tuesday. There is now a 4:5 portrait aspect ratio layout that showcases Discovery ad images more prominently in feeds. Google is also rolling out updates to audience selection workflow for Discovery campaigns, which run across YouTube, Gmail and the Discover Feed.

4:5 images. If you’re running social campaigns, you may already have 4:5 assets for Facebook and Instagram feed and Stories ads. Now you can use those assets in Discovery campaigns.

The recommended specs for portrait images are 960 x 1200 with a minimum requirement of 480 x 600. Note that you’ll still need to have at least one landscape and one square image available for Discovery ads. Google automatically selects the image format based on a number of factors.

Discovery ads audience workflows. Google will soon show the estimated conversion volume lift estimates when “Audience expansion” is enabled during campaign set up. Google says it’s internal data shows audience expansion for Discovery ads on average yields a 52% lift in conversions at a comparable CPA. It’s designed for new customer acquisition.

There is also now some reporting for audience expansion. You’ll find it in a new “Total: Expansion” row at the bottom of the report on the Audiences tab in the Google Ads UI. That shows performance metrics from audience expansion above the audiences already applied. It’s available at the ad group, campaign and account levels.

Additionally, advertisers will be able to exclude audiences, such as existing customers, during campaign set-up rather than having to exclude them after the campaign is created.

Discovery ads for lead gen. Google extended lead form extensions to Discovery and YouTube campaigns in August. Below is an example of a Discovery ad with a lead form extension showing in Gmail. Google says the BF Goodrich lead gen campaign repurposed social campaign assets and saw 30X more leads at a similar conversion rate compared to its Search campaigns.

Discovery ads tips. Discovery ads are powered by machine learning, which means they need time and data to optimize performance. Google suggests setting the daily budget “at least 10 times the value of your target cost-per-action (CPA) bid and wait for at least 40 conversions before making changes.” That typically means waiting two to three weeks before making changes to Discovery campaigns.

Update 12/4/20: This article has been updated to reflect that there is now line reporting for audience expansion performance.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Channel: SEMGoogleGoogle AdsGoogle: YouTube & Video

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter search marketers rely on.
See terms.

ATTEND OUR EVENTS

Lorem ipsum doler this is promo text about SMX events.

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December 17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

Discover actionable tactics that can help you overcome crucial marketing challenges. Our next conference will be held:

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily search news and analysis.
Search Engine Land
Download the Search Engine Land App on iTunes Download the Search Engine Land App on Google Play

Channels

  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social

Our Events

  • SMX
  • MarTech

Resources

  • White Papers
  • Research
  • Webinars
  • Search Marketing Expo
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok