How can I improve the performance of my Display and Discovery campaigns?

[samiaseo75]

While both Display and Discovery campaigns have the usual performance tools - bid strategy, budget, targeting, campaign settings, etc. - the most important indicator of success is the ad creative.

This is a feeling that will be very familiar to ig data those who run PPC ads on Facebook or TikTok, for example, but it can be more complicated for Google Ads - we are used to text formats!

Google has conducted its own quantitative research to pinpoint which text and image assets perform best in a Discovery campaign. Since Discovery is part of Performance Max, these best practices are applicable to your Performance Max campaigns as well.

The five main points of this research are as follows:

Images should focus on one object that is centrally framed.
Images show real people in real context using your products/services.
No text overlay on images, or keep text overlay to a minimum.
Headlines and descriptions should be "medium length", specific, and include a call to action.
Ad text that highlights special offers works well.
When in doubt, test, test, test! You get asset-level performance ratings for both Display and Discovery campaigns.