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Google discovery ads are changing the game by implementing a more powerful AI to take a lot of the guesswork out of paid advertising on Google. Instead of manually optimizing your ads over time, Google AI will take care of it for you using its massive amounts of data.
How?
That’s what we’re going to cover in this article. If you’ve never tried Google discovery ads, now is the time to dive in with both feet and take them for a spin.
What Are Google Discovery Ads?
Discovery ads allow you to take advantage of the AI that Google has created to deliver the most accurate and interesting ads to the people who want them the most. It’s essentially a newsfeed on the Google app that is catered directly to the user’s search intent.
In addition to being a standard “Google ad,” there’s also a visual aspect now. Instead of a title tag, meta description, and slug, you’re also getting a vibrant image at the top of the display to help draw the attention of the user.
There’s one major difference here.
Instead of the ads being driven by a query, they’re driven by Google AI. This means that the goal of the discovery ads page is to solve the user’s problem or answer their question before they even have to type anything into the search bar.
As the user engages more with the Google discovery page, the AI will pick up on their interests and provide a more accurate representation of what they want to know and what they’re looking for.
In the event that the discovery page isn’t accurate, you can toggle based on what you want or don’t want to see. You can even break it down to exact keywords that you want to see less of.
Using the show “The Office” as an example, you can tell Google that you’re not interested in the specific story. You can also say you’re not interested in anything to do with the keyword “The Office,” or you can ask Google to stop displaying content from the media source “NME.” Either way, it puts you in the driver’s seat so you can gradually optimize the newsfeed to see more and more of what you want.
Benefits of Google Discovery Ads
Let’s shift gears now to an advertiser standpoint. You understand the benefits to the user, but what about advertisers on Google? The process of creating these ads is simple and effective. Plus, just like for the user, the advertiser can take advantage of Google AI as well.
Running this ad to test out a new product or spread awareness of something makes the most sense. The goal is for people to “discover” things they might not have known or seen before.
Since Google AI is deciding who to display the ad to, this is also great for retargeting. As users see more and more of your ads, they’ll become more familiar with your brand, and that will build trust.
Here are some of the benefits of this ad type:
Farther reach with one campaign: With one single campaign, you can reach up to three billion people per month. This is because Google discovery ads don’t stop at the Google app. You also advertise on the YouTube homepage, Watch Next, and the Gmail promotions and social tab.
Utilize more relevant advertising: Google is taking the need for user intent out of your hands and putting it into its own. The goal is to deliver the most meaningful and powerful content to the exact people who want it. You don’t need to do your own research anymore to determine what is most relevant because Google AI can take care of it for you.
Drive engagement with visually rich ads: The goal of Google discovery ads is for you to “discover” new things and take an interest in the information and content you find on Google. One great way to do this is with visuals to spark interest and create action. According to Google, 76 percent of people enjoy making unexpected discoveries while shopping. That sounds about right!
Use automated bidding: Choosing your bid is one of the most challenging aspects of managing your ad budget. Google takes this out of your hands with maximized conversion bidding and target CPA to help optimize your campaign. Many of us are putting a lot of trust in Google with this advertising, but what better person than Big G to handle it for us?
Advertise consistently: One of the greatest features of Google discovery campaigns is the fact that your ad will almost always align with the people you reach. There’s no more testing or guessing. Since 85 percent of people take action in 24 hours after discovering something, you’ll stay fresh in their mind if your ad continues to display.
3 Tips for Creating Great Google Discovery Ads
As with any type of digital marketing, be it SEO or paid ads, the right way and wrong way to do it aren’t so clear cut. However, here are some helpful tips to get you closer to the right side of the scale:
Use your best images: These are visual ads that demand high-quality photos and images. You can’t expect anyone to want to click on a low-quality image or an obvious stock photo. The image needs to also create interest and intrigue.
Limit text in images: The goal of these images is not to give it all away so the user never clicks through. By limiting text in the images and reserving all that space for imagery, you’re telling a story that will make them wonder what is happening on the other side.
Build trust right away: Remember that most of the people that see these ads have no idea who you are or what your business is. You’re meeting them for the first time, and like any other newsfeed, they can keep on scrolling pretty quickly. You need to build trust, so use the text space to qualify yourself and tell them why they should click through.
Examples of Google Discovery Ads
Take a look at the Google discovery ad example below.
You’ll see a really interesting headline paired with an interesting image as well. The image is of two men eating pizza while they both look at their laptops. Plus, the headline and body text are both very interesting.
If I were applying for jobs or trying to get the career of my dreams, I might want to know what makes me look like a narcissist in my resume.
That said, I’m not looking for a job, so this is actually a situation where the ad doesn’t apply to me. One great thing about Google discovery is that you can optimize it. Right above the image, it asks you if the card is useful. In this case, it’s not, so I would want to get rid of that ad and not see ones that are similar, even though it’s an interesting topic.
The next example is one from the YouTube homepage, advertising health supplements. My favorite thing about this ad is how direct and clear it is. There’s nothing hiding behind this image. It’s transparent, clear, and straight to the point, which is something that Google looks for in advertisers.
Once you tap through, you can shop for some of the new nootropics mentioned and enter the promo code. They even provide a bit of scarcity in the body text by telling you that the promotion runs out on Saturday.
How to Create Google Discovery Ads
Before we dive into the actual steps you’ll take, there are some things you’ll need to get together first. Make sure you have many different headlines, descriptions, images, and logos because Google AI will play around with these for you to determine what converts the best.
Be sure that the images are extremely high-quality and optimized properly for mobile use. You’ll also want to test out a variety of messaging based on whatever it is you’re selling.
Enabling sitewide tagging and conversion tracking are the final pieces. These make sure your ads are eligible for conversions and help you keep track of every hit you get.
1. Set Up the Campaign
To get started, sign in to your Google Ads account and click the Campaigns tab on the left. Click the Plus button and select a new campaign.
You’ll need to choose an objective such as website traffic, leads, or sales. You can also select “no goal,” but I recommend choosing one because it will give Google a better idea of what you want to accomplish.
Select the discovery campaign type of either a single image ad, carousel, or both, and then click continue. From there, you’ll choose your demographic and target language, as well as a variety of other audience information.
Once you’ve done that, you’ll set up your daily budget and bidding strategy. Save and continue.
2. Set Up Single-Image Ad
If you’re using a single-image ad like many of the examples featured above, you’ll want to go to your discovery ad and click “Ads and Extensions” from the left panel. Click the Plus button, choose the discovery ad, and then enter all the variable information.
None of this is out of the ordinary, but I have plenty of resources available to help you write the best headlines and descriptions.
3. Set Up Carousel Ad
If you’re using a carousel ad, you’ll follow a lot of the same steps by going to ads and extensions, but you’ll choose “discovery carousel ad” this time.
For this one, you’ll need to choose somewhere between two and ten different card images. They each have their own unique shape and size requirements, so you’ll want to pay attention when doing this. With carousel ads, you can also choose two different URLs: one for mobile and one for desktop.
4. Allow Ramp-Up Time
When you have all your assets and messaging together, you need to give the campaigns a little time. Set the budget for high volume but realize no matter what your budget is, it will take some time for Google to identify your ideal user. Be sure you have enough budget for at least two weeks and wait to see at least 40 conversions before making any adjustments.
The good news is, Google AI handles a lot of that for you here, and you shouldn’t often have to make adjustments unless you entirely missed the mark with your advertising copy and images.
5. Use Automatic Targeting
By choosing automatic targeting, you’re letting Google discovery decide for you how you want to display the ads and who you want them to go to.
To do this, you need to go into your discovery ads panel and choose audiences from the navigation menu. Click the pencil and choose Edit Ad Group Targeting. Here you can choose how far you want Google to expand your audience. When you’re satisfied, click Save.
Google Discovery Ads FAQs
I’ve answered the question, “What is Google Discovery?” Now, let’s take a look at some of the other most frequently asked questions.
How Much Do Google Discovery Ads Cost?
Google Discovery works with cost per view (CPV), so that’s how you’ll pay for your ads. A view is counted when someone interacts with your ad. In the case of a video ad, the view is counted when someone watches at least 30 seconds of your ad.
Google discovery ads appear on the Google app homepage, YouTube homepage, Watch Next feed, and Gmail promotions and social tabs.
What Does a Google Discovery Ad Look Like?
A Google discovery ad looks different based on its location. The example below is from the Google discovery newsfeed in the app.
How Are Google Discovery Ads Different From Google’s Other Ad Types?
There are two main differences. First, Google AI takes control of a lot of things for you. The AI plays around with your headlines, images, and messaging to determine what converts the best. You don’t have to manually do it if you don’t want to.
Second, these ads are more visual than most Google ads. Instead of just having text, you can display a high-quality image to go along with it.
Google Discovery Conclusion: Discover Your Potential
Google discovery ads are a great way to take advantage of everything Google has to offer. It’s offered a way to make advertising even easier with the implementation of AI. I expect to see more of this happening with search ads as well as display ads.
Have you tested out Google discovery ads yet? What has your experience been?
The growth in podcasts is significant for listeners looking for a show that appeals to their individual interests. Plus, it’s great for marketers and business owners looking for new platforms to advertise on and new audiences to reach.
While you won’t find any lack of podcasts, the sheer volume out there makes it time-consuming to slim down your choices and find appealing podcasts.
In this guide, we explore both how to find podcasts as well as how to get your own podcast discovered.
How to Find Podcasts That Interest You
If you’re overwhelmed by the number of podcasts out there, it’s not surprising. How many podcasts are there exactly? The latest research shows there are over 47 million episodes available, and the number is growing.
As an article on Pacific Content states, there are “Too many podcasts. Not enough time.”
Keeping up with new episodes and freshly-launched podcasts are tough enough, and that’s before finding time to read the backlog of podcasts we’ve got lined up.
Even if we don’t listen to a podcast, 75 percent of U.S. adults are at least aware of them, and with mobile devices, I think it’s safe to assume this number will keep growing.
With so many podcasts available, how do you find the ones you want to listen to?
1: How to Find Podcasts by Performing a Discovery Google Search
The quickest and easiest way to find podcasts is Google. Just choose your niche, and type in “business podcasts,” “health podcasts,” “relationship podcasts,” or whichever topic interests you the most. Google isn’t your only choice, though.
2: How to Find Podcasts Using the Search Bar in the Main Podcast Host Sites
There’s no shortage of podcast hosting sites. With a quick search on Google, you’ll find:
On Spreaker, go to the “listen” option at the top of the page and click. You’ll then get a list of subheads, including “staff picks,” ”crime,” and “featured,” where you’ll find plenty of podcasts to browse through.
3: How to Find Podcasts Using New and Emerging Podcast Discovery Tools
Regular podcast listeners may well be familiar with some of the newer discovery tools. These tools take the effort out of finding podcasts.
Below, I will outline some of the most prominent tools, explain how to use them, their advantages, and their main features, starting with Listen Notes.
Listen Notes
If you’re trying to find a podcast, Listen Notes calls itself “the best podcast search engine,” but it does a lot more than purely serve as a discovery tool.
To give you a better idea, you could:
spot cross-promotion opportunities with other podcasters and use them for networking
build podcast apps with Listen Notes API
find information about topics for content ideas
The site is packed with features, too:
“listen later,” where you create your playlists
a “submit your podcast” option
a discover tab for finding new podcasts
the podcast academy, which provides tutorials and articles
hot, best, curated, and “find similar podcasts” search functions
classified ads, where you’ll find guest spots and cross-promotion opportunities
Listennotes.com takes you straight to the main search engine, so you can just type in “business growth” or “digital marketing,” or whatever interests you. Doing this will bring up a list of podcasts so you can dive in and see which ones appeal to you most.
It’s also worth typing in “trending” to see what’s happening and what’s capturing other users’ imaginations.
Another way to find podcasts is to go to the “discover” link at the top of the page. Here, you’ll find a drop-down list to select from.
Listen Notes is free, but you can sign up for a paid membership to access the “super” search engine and other features.
The site’s main advantages are its ease of use and navigation, and if you’re just looking for podcasts in your niche, you shouldn’t find any real disadvantages.
Pod Hunt
Pod Hunt promises “the best podcasts daily.” When you visit the site, you’ll go straight to the main search engine, where you can start your search.
In the example above, the search term is “technolog.” Once you’ve got a list of podcasts, you can click through to whichever one grabs your attention.
Along the top of the page, you’ll also find:
episodes, for a list of recent episodes
categories, which show an extensive range of A-Z topics
collections, where you’ll discover curated podcasts
feeds, where you can find the top podcast episodes
You can also sign up for the site’s newsletter or submit an episode from the main search engine page.
You might find Pod Hunt is not quite as sophisticated as Listen Notes, and there are fewer features. However, it’s a good site if you want to do a quick search.
Podchaser
Podchaser lets you find podcasts, curated lists, ratings, reviews, and guest appearances. The search page brings up a list of the latest episodes, or you can use the white search box at the top of the page to find podcasts in your preferred niche.
The right side of the page shows you the most popular categories, where you’ll find easy access to business, comedy, true crime, and news podcasts, among others. You’ll also find trending creators with well-known names like Barack Obama, Trevor Noah, and Joe Rogan.
It’s free, but if you want to “supercharge your broadcast planning and outreach,” you can request further details.
There are no apparent drawbacks. It’s a simply structured, easy-to-use search site.
Spreaker
Spreaker is podcast creation software and app. It organizes, curates, and delivers content through live audio feeds, simplifying everything and making it straightforward to find podcasts and import your podcast library.
Spreaker is also favorable to creators by using RSS feeds for direct distribution and monetization. It’s compatible with the iPhone and the iPad, and you just need to download the app to begin.
Its key features include:
short-form audio highlights, enabling you to find podcasts of interest for you
a personalized audio feed, which features recommendations
a live playlist showing you the latest content
nine categories, including “true crime” and “self-improvement”
The app’s biggest advantages are the time it saves looking for the content you want and how easy it is to find podcasts.
Castro
Castro is another podcast app you can download from the Apple App Store. It provides a single playlist known as the “Queue.”
Through Castro, you can manage large numbers of podcasts and choose whether you want to listen to the podcasts straight away or if you want them sent to your inbox for later.
customized playback speeds and reduced listening times
podcast sharing
To use it, just download the app for free, or pay $18.99 a year to unlock advanced features.
Podible
Podible promises “more time listening and less time digging.” Download the free app from the iTunes store, and you’ll find podcasts and discover similar shows.
Other features include:
listening to classics
podcast recommendations
playlist creation
Using the app needs little description: Just install it, and you’ll soon find your way around.
The most significant advantage is the ease of finding podcasts that match your niche, and it gets positive feedback for its user interface.
The recommendations feature needs some work on the downside, and it’s been some time since Podible has updated its social media content.
4: How to Find Podcasts Using Niche Podcast Discovery Apps
Another way to find podcasts is through niche apps. These further refine your search by narrowing it down to niche topics it’s true crime, business, comedy, or tech.
These apps are growing in popularity due to their time-saving abilities. To give you an idea of what’s offered, I’ve highlighted a few below.
Laughable
You’ve probably guessed the Laughable app is the place to go to find comedy shows, but it acts as a gateway to other genres as well. For example, you can discover Oprah’s and Barack Obama’s podcast through the app.
It’s regularly updated, so there’s always fresh podcast content available. Other features worth exploring are:
curated episodes and download options for offline listening
finding comedians when they’re hosting or appearing as a guest.
different playback speeds and the “subscribe” button for listening to actors, musicians, and athletes
Laughable is extremely popular and often rated among the best. Its top feature is the easy search function, where you’ll find podcasts, episodes, and series.
As for negatives, some users would like to see a playlist, and a reviewer felt downloading podcasts was more complicated than necessary.
Pinna
On Pinna, you’ll find a host of resources to keep children entertained. Pinna doesn’t just limit its content to apps. It’s an ad-free service that offers audiobooks and music.
A yearly fee gives you yearlong access to the shows, and Pinna provides a month’s free trial to begin with.
Once you get on the Pinna website, choose the subheading that most interests you and get exploring.
You’ll find shows like:
Hero Hotel
The Totally Unauthorized Minecraft Fan Show
Opal Watson: Private Eye
Click on whichever show grabs your attention or your child’s imagination, and sign up for the free trial to start listening.
They have various categories of content for different age groups, where you’ll find:
bedtime stories
car trip stories
play along with content
learning content
Leela Kids
Leela Kids searches the internet for audio content suitable for children. You can download the app from the App Store or Google Play, and there are three steps to accessing content:
Choose the age group and area of interest.
Check through the results to find suitable content.
Then, click and listen.
You can also opt into emails to get recommendations a couple of times a month.
Like other niche-specific sites, Leela Kids takes the effort to find podcasts online, and its ease of use is by far its biggest advantage.
How to Get Your Podcast Discovered
Maybe you’re a podcaster trying to get your show discovered, or perhaps you’re just thinking about starting one up, and you want to make it easier for others to find your podcast.
It might seem intimidating if you’re not sure where to start, but don’t worry. These next steps will help you promote your show.
Get social: That doesn’t mean just using prominent platforms like Facebook and Twitter. Instead, take advantage of the networking opportunities you’ll find on podcast directories.
Some directories listed in the article have a networking section so you can build relationships with fellow podcasters and get the word out.
Use your mailing list: Existing marketers have a ready audience thanks to their mailing lists. Share snippets and links in your newsletters and other marketing materials to help them find your podcasts.
Start marketing: Don’t just use your existing customer base. Start marketing to a broader audience. Finding guest post opportunities, issuing press releases when you’re doing something newsworthy, and writing guest blogs for your niche are a few ways you can spread the word.
Repurpose your content: The more places you share your podcast content, the better chance people will find the content you’ve created. For example, you could:
share part of a transcript in your newsletter with a link to the whole show
create short YouTube videos or get your podcast listed on apps
make an infographic or meme to share on social media
However, the sheer volume of podcasts can sometimes make it hard to find the podcasts you’re searching for, which is where podcast directories and niche apps come in; they simplify your search to make it easier to find podcasts that match your interests. You can use similar methods to get your own podcast discovered.
If you want to advertise on podcasts or make one of your own but aren’t sure how. to get started, reach out to our agency. We can help!
Do you listen to podcasts? How do you find podcasts that capture your attention? Tell us below.
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