Discovery vs Display campaigns: comparison table and when to use each one

Discovery and Display campaigns are two types of advertising campaigns you can use in Google Ads. Both offer unique ways to reach your target audience and can be a valuable part of your digital marketing strategy.

How do Discovery and Display campaigns compare?

Comparative table of Discovery and Display campaigns:

When should you use Discovery or Display campaigns?

The choice between Discovery and Display campaigns depends on your marketing goals:

• Discovery Campaigns : If your goal is to increase brand awareness and reach new customers, Discovery campaigns can be a great option. These campaigns allow you to show engaging ads in YouTube, Discover, and Gmail feeds where users are exploring and discovering new content.
• Display Campaigns : If your goal is more versatile, such as increasing brand awareness, generating leads, or driving sales, Display campaigns may be a better fit. These campaigns allow you to show ads across a broad network of websites and apps, and offer a great deal of flexibility in terms of targeting and ad formats.

How can you optimize your Discovery and Display campaigns?

Optimizing your Discovery and Display campaigns can help you achieve better results. Here are some tips:

1. Choose the right targeting : Make sure you are reaching your target audience by selecting the right targeting for your campaigns.
2. Create engaging ads : Your ads should be engaging and relevant to your target audience. Experiment with different ad formats to see what works best.
3. Test and adjust your campaigns : Monitor the performance of your campaigns and make adjustments as needed. Test different targeting, bids, and ad formats to optimize your campaigns.

Requirements for Discovery and Display campaigns in Google Ads

What are the Requirements for Discovery Campaigns in Google Ads?

Discovery campaigns in Google Ads require the following:

1. Google Ads Account : You need a Google Ads account to create and manage your Discovery campaigns.
2. Images and Videos : Discovery campaigns are visual in nature, so you'll need images and/or videos for your ads. Google recommends having at least one landscape image and one square image.
3. Audience Segmentation : You need to have a clear idea of ​​who you want to reach with your ads. You can segment your audience based on their interests, demographics, and behavior.
4. Campaign Budget : You'll need to set a budget for your campaign. This is the maximum amount you're willing to spend on your campaign over a given period of time.

What are the requirements for Display Campaigns in Google Ads?

Display campaigns in Google Ads require the following:

1. Google Ads Account : As with Discovery campaigns, you'll need a Google Ads account to create and manage your Display campaigns.
2. Ads : You can create text, image, video, or rich media ads for your Display campaigns. You'll need to provide ad text and, if applicable, images or videos.
3. Targeting : Display campaigns allow you to target your ads based on keywords, topics, placements, and more. You'll need to have a clear idea of ​​who you want to reach with your ads.
4. Campaign Budget : As with Discovery campaigns, you'll need to set a budget for your Display campaign.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.