Discovery vs Smart Campaigns: Comparison Table and when to use each one
Discovery and Smart campaigns are two of the most popular strategies for reaching consumers. Both offer unique ways to capture users’ attention and get your message across, but each has its own advantages and disadvantages.
What are Discovery campaigns and what are they for?
Discovery campaigns are ads that appear in Google's personalized content feeds, such as YouTube, Gmail, and Discover.
These ads are designed to help advertisers reach consumers who are in a “discovery” mindset, actively seeking out new products, services or content.
What are Smart campaigns and what are they for?
Smart campaigns are an automated advertising solution from Google that uses machine learning to optimize your ads across all Google channels.
These campaigns are designed to help advertisers maximize their return on ad spend (ROI) by automatically adjusting bids, ads, and audiences based on performance.
Comparison Table: Discovery vs Smart
|
Feature |
Discovery |
Smart |
|
Advertising channels |
Google Custom Content Feeds |
All Google Channels |
|
Optimization |
Manual |
Automated with machine learning |
|
Aim |
Reaching consumers in a “discovery” mindset |
Maximize ROI |
|
Cost |
Generally lower than Smart |
Generally higher than Discovery |
|
Interactivity |
Limited |
High (users can click, share, comment, etc.) |
|
Scope |
Broad |
It may be more limited, but more focused |
|
Measuring results |
Clicks, impressions, conversions |
Views, viewing duration, interactions, conversions |
When to use Discovery and when to use Smart?
The choice between Discovery and Smart will depend on your specific marketing goals. If your goal is to reach consumers who are in a “discovery” mindset, Discovery campaigns may be the better choice. On the other hand, if your goal is to maximize your ROI, Smart campaigns may be a better fit.
How to choose between Discovery and Smart?
Choosing between Discovery and Smart isn’t always easy. It’s important to consider your marketing goals, budget, and resources before making a decision. It can also be helpful to test both options and see which one delivers the best results for your business.
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.