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But, on the other hand, this takeover by artificial intelligence is likely to lead to the waste of the advertising budget by virtue of potentially uninspired decisions, against which the advertiser cannot act. Additionally, because ad placement is chosen by the algorithm, there is branding risk. Imagine, for example, that an ad is displayed near content that is harmful to your reputation... Fortunately, Google applies exclusions automatically so that ads are not displayed around content deemed inappropriate.

With these advantages and disadvantages in mind, it's time to start creating your first Google Discovery Ads campaign! How to launch a Google Discovery Ads campaign? Here, in order, are the steps to follow to create your Discovery campaign. Log in to your BTB Directory Google Ads account and, once on the interface, choose to create a new campaign, specifying its objective. Then, select “Discovery” as the campaign type. Define a conversion action, that is, an action that people can take after interacting with the ad.

Once this is done, Google sends you a tracking code to place on the destination page. Tip Since the traffic targeted by Discovery ads is still in the consideration phase, it is better to target a “micro-conversion” rather than trying to sell a product or service outright. Specify the landing page and name your Google Discovery Ads campaign. We then move on to configuring the campaign Set geotargeting and desired language. Indicate the type of auction you prefer, as well as the budget to allocate to the campaign.