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

Discovery and Display campaigns are two types of advertising campaigns that 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?

Choosing between Discovery and Display campaigns depends on your marketing objectives:

• Discovery Campaigns : If your goal is to increase brand awareness and reach new customers, Discovery campaigns can be an excellent 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 objective is more versatile, such as increasing brand awareness, generating leads or driving sales, Display campaigns may be more suitable. These campaigns allow you to display ads on a wide network of websites and apps, and offer great flexibility in terms of targeting and ad format.

How can you optimize your Discovery and Display campaigns?

Optimizing your Discovery and Display campaigns can help you get better results. Here I leave you 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 attractive ads : Your ads should be attractive 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 necessary. Test different targeting, bidding, 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 by nature, so you will need images and/or videos for your ads. Google recommends having at least one image in landscape format and one in square format.
3. Audience Segmentation : You must 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 will need to establish a budget for your campaign. This is the maximum amount you are 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 will need to provide the ad texts and, if applicable, images or videos.
3. Targeting : Display campaigns allow you to segment your ads based on keywords, topics, placements, and more. You should have a clear idea of ​​who you want to reach with your ads.
4. Campaign Budget : As with Discovery campaigns, you will 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 enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.