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discovery ads example

Published on: February 6 2023 by pipiads

Google Ads Discovery Campaigns Tutorial 2022 Examples and Best Practices

Hey everyone, welcome to the Surfside PPC YouTube channel. Today, we're going to discuss Google Ads Discovery campaigns and provide examples and best practices. With Discovery campaigns, you can easily reach your target audience on the YouTube home page, watch next feeds, Google Discover, and Gmail through native advertisements. It's effortless to create these campaigns, and Google Ads will serve your top-performing ad combinations.

- Google Ads Discovery campaigns allow you to reach your target audience on various platforms through native advertisements.

- In this tutorial, we will guide you through the process of creating a campaign and provide examples and best practices.


- YouTube: Sneaker advertisements on the home page and watch next feeds.

- Google Discover: A beautiful image promoting a product or service.

- Gmail: Advertisements on social and promotions tabs.

Building a Campaign:

- Choose your campaign objective, either sales or leads.

- Select the campaign type, Discovery, which runs ads on YouTube, Gmail, Discover, and more.

- Provide the landing page URL and name your campaign.

- Set up your campaign settings, including location targeting, language targeting, and bidding strategy.

- Determine your budget and ad schedule.

- Set up targeting using custom segments, such as people who search for specific keywords on Google.

- Google Ads Discovery campaigns are an excellent way to reach your target audience on various platforms through native advertisements.

- Follow our best practices and examples to create a successful campaign.

- Utilize custom segments and keywords to target your audience effectively.

Under the Hood: Discovery ads

Google has introduced a new campaign, called discovery campaigns, to address the advertisers' need for a simple, performant flow to reach consumers across various Google properties, including YouTube, Gmail, and Discover. The goal is to create an experience that relies on the user journey itself and is not challenging to it.

Design Principles:

There are three design principles that Google held as a nod star when creating the discovery campaigns. These include:

1. Visual consistency: The ads should feel like they are a part of the product and have a consistent visual style.

2. High-quality: The ads should be of high quality and meet the standards of all Google properties and products.

3. Relevancy: The ads should add value and be relevant to the user. Google also offers ad focus controls to fine-tune the ad experience for users.


The workflow for creating discovery campaigns involves uploading the building blocks of the ad, defining the target audience, and using machine learning to find those people across different contexts and reach them across Google properties.

Machine Learning:

Google uses machine learning to improve performance and drive better results. Advertisers are encouraged to provide multiple headlines, descriptions, and images to allow algorithms to choose the best assets. Google also uses audience expansion and smart bidding to deliver the greatest return on investment for advertisers.


Design is a crucial part of the discovery campaigns. Advertisers are given the tools to unleash their creativity and achieve their business goals across YouTube, Gmail, and Discover. The ads are curated and personalized for each user, offering a perfect opportunity for brands to showcase their message.

Discovery campaigns offer a one-stop-shop for advertisers to reach their target audience across various Google properties. The focus is on creating an experience that is natural and easy to use, visually consistent, high-quality, and relevant. Machine learning and design play a vital role in achieving the best results for advertisers.

Google Discovery Ads Campaigns

Google Ads announced that discovery campaigns were available worldwide in May of 2020. With discovery campaigns, we can expand our reach and use Google's machine learning to better focus on a user's intent. In this article, we will go over where your discovery campaigns can show, how to set up the campaign itself, the two new ad formats for discovery campaigns, and how reporting differs for discovery campaigns compared to other campaigns in Google Ads.

Where can your discovery ads show?

- YouTube home feed

- Watch next feed

- Gmail social and promotions tab

- Discover feed

How to set up a Google discovery campaign:

1. Click on the blue plus button and select new campaign.

2. Choose a campaign goal objective: sales, leads, website traffic, or create a campaign without a goals guidance.

3. Choose a specific campaign type and select discovery campaigns.

4. Name your campaign and choose your specific locations.

5. Select your language targeting.

6. Choose your bidding strategy: target CPA bid strategy or maximize conversions bid strategy.

7. Enter your daily budget.

8. Adjust your ad schedule, choose a start and end date, and update your campaign URL options.

9. Choose which conversions you want to set for this campaign.

10. Allow Google to apply content exclusions.

Targeting options for discovery campaigns:

- Detailed demographics

- Affinity audiences

- Life events

- End market audiences

In conclusion, Google discovery campaigns offer a great way to expand your reach and use Google's machine learning to better focus on a user's intent. By following the steps outlined in this article, you can set up your own Google discovery campaign and target specific audiences. Remember to allow Google to apply content exclusions and choose your bidding strategy carefully to maximize your results.

What Are YouTube Instream and Discovery Ads

In this video, we will be discussing the difference between in-stream ads and discovery ads on YouTube, and which type of ad you should start with if you are new to the platform.

In-Stream Ads:

- Also known as TrueView or pre-roll ads

- Play before the video you want to watch

- Viewers can skip after 6 seconds

- Advertisers only charged if viewer watches 30 seconds or clicks on the call to action

- Great for generating free advertising and impressions without paying unless someone watches 30 seconds or more

- Typically run from 15 to 25 cents per view

- Ideal for businesses looking for volume of leads

Discovery Ads:

- The video that ranks on top of a YouTube search with the Ad label

- Not great for generating volume, but great for education and awareness

- Can fast-track organic ranking by putting money behind the video

- Ideal for businesses looking to be seen as an authority and drive education and awareness

- Can result in warm, interested prospects

Mixing Both:

- Can be a powerful combination of generating volume and driving education and awareness

- Businesses should have both types of ads for every niche and broad product they have

If you are just starting out on YouTube, consider which type of ad aligns best with your business goals. In-stream ads are great for generating volume, while discovery ads are great for education and awareness. By mixing both types of ads, you can create a powerful marketing strategy. Don't forget to like, subscribe, and comment below with how you plan on using these types of ads in your business.

Google Ads Tutorials: How to create a Discovery ads campaign for social advertisers

Creating and managing a Discovery campaign is a simple way to reach your ideal customer at scale with a single campaign. By entering the building blocks for your ads, highly interested customers will see them using the big goal and budget that you set. However, it is important to provide automation with the right high-quality ingredients to drive the best results.

Steps to Get Started:

1. Select your main campaign objective and the conversion goals you want to drive performance towards.

2. Choose Discovery as your campaign type and select your campaign's location and language settings.

3. Select a bid strategy for your campaign and set your bid targets.

4. Determine your campaign's budget and adjust other settings as needed.

5. Create an ad group and select the audiences you'd like to reach.

6. Utilize Google's AI-powered audiences and first-party data to define an audience-first strategy tied to your business goals.

7. Learn about your top performing Google audience segments in the Insights tab.

8. Use Optimized Targeting to find new and relevant customers likely to convert within your campaign goals.

Creating Ads:

1. Manage different kinds of creative assets with ad groups.

2. Utilize your top performing assets from other platforms like social or video for Discovery.

3. Use at least 3 square images, 3 landscape images, 3 headlines, and 3 descriptions for optimal performance.

4. Showcase high-quality visuals with HD images and follow creative guidelines and policies.

5. Check the Ad Strength indicator to see how to improve your assets in the UI itself.

6. Use additional formats like the multi-image carousel and the 4/5 Portrait to maximize reach across ad slots.

7. Use the Lead Form extension to generate leads.

Evaluating Results:

1. Give your campaign a few weeks before evaluating results, especially if your business experiences conversion lags or delays.

2. Look out for ad disapprovals to ensure your ads are running as intended.

3. Check your campaign status to see if it's limited by budget, and consider raising your daily budget to capture more conversions.

By following these steps, you can create and manage a successful Discovery campaign that reaches your ideal customers and drives performance towards your conversion goals. Utilizing Google's AI-powered audiences and first-party data, as well as following creative best practices, can help you maximize your reach and drive conversions. Evaluating results and making adjustments as needed will ensure the success of your campaign.

Google Ads Tutorial 2021 | Video Discovery Google Ads | YouTube Video Discovery Ads Example

- Welcome to today's YouTube live stream

- Aimed at anyone interested in Google Ads and digital marketing

- Sessions held every weekday with a different topic each day

- Today's topic: setting up YouTube discovery ads

Organic vs Paid Views:

- Two ways to grow YouTube channel: organic and paid

- Organic views take time and require high-quality content

- Paid ads provide instant traffic and targeted messaging

- Discovery ads are easy to set up and get started with

Tips for Growing Your Channel:

- Pick a niche and stick to it

- Provide high-quality content consistently

- Don't be a perfectionist, focus on helping others

- Progress over perfection

- Consistency and patience are key to success

Setting Up Discovery Ads:

- Go to Google Ads interface and click Create a campaign without a goal's guidance

- Select Custom video campaign and choose bidding strategy (maximum CPV or target CPM)

- Set daily or campaign total budget

- Select networks (YouTube search results, YouTube videos, etc.)

- Growing a YouTube channel takes time and effort

- Provide high-quality content consistently and help solve others' problems

- Use both organic and paid strategies to drive traffic and increase awareness

- Discovery ads are an easy and effective way to get started with paid advertising on YouTube.

Youtube discovery ads [case study results from a $35 spend]

In this article, we will be discussing the results of a YouTube Discovery ad that was run for an affiliate marketing program. The aim was to increase traffic and potentially gain sign-ups for the program.


- The video in question was titled 100 - The Easiest Way to Make Money Online and received 1,026 views over the course of three days.

- The ad was set up with a budget of £5 per day (approximately $6-7) and ran for three to four days.

- The total cost of the ad was almost £30 (approximately $35) and resulted in three earned views, meaning viewers clicked and watched other videos on the channel.

- The like ratio for the video was 26 likes to 10 dislikes, with an average watch time of 1.4 minutes.

- Despite receiving a high number of views, no sign-ups for the affiliate program were gained.


- The ad was an affordable way to gain traffic, but the audience retention was low, potentially hurting the channel.

- While the ad did not result in any sign-ups, it was not considered a failure, as the cost was not substantial.

- The presenter is unsure whether they would run a similar ad again.

In conclusion, the results of the YouTube Discovery ad for the affiliate marketing program did not result in any sign-ups, but it was an affordable way to gain traffic. While the ad did not have a significant impact, it did provide real results and is worth considering for those looking to increase their views.

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