Reuse social creatives for Discovery ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 18, 2021, 2:09 AM UTC

Ensure there is sufficient budget, a diverse array of creative assets, and time to evaluate the performance of Discovery ads in automated campaigns.

To convert casual browsers of YouTube, Discovery, and Gmail, brands should develop quality visual experiences and serve genuine product offerings. Upload pictures of people using the product in the highest resolution, limit the use of text overlays, and highlight features to boost click-throughs.

Brands may use audiences, messages, and creative assets from other campaigns to enhance engagement, as audience expansion in Discovery ads produces 52% higher conversions. UK fashion brand Ted Baker, for example, leveraged social ads for discovery campaigns, and increased return on ad spend (ROAS) by 62%.

Brands can learn which settings are ideal for creative assets across all audiences via automated campaigns. To run Discovery ads, select an average daily budget 10 times the amount of the target cost-per-bid.

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