Unlock more of the right audience

Thanks to machine learning, Discovery campaigns can help you drive action with highly interested audiences and scale your reach to new customers. Drive even better performance with these tips for reaching your ideal audience.


  • Keep audience expansion enabled to expand your campaign’s reach.

Why: If you notice that certain audiences perform well for your campaign and you want to reach more of the right customers at scale, use audience expansion to let Google’s machine learning find more people that are similar to those audiences. As you expand your reach, you can find the right balance between reach and performance.


Before trying other audience segments (ex: going from custom intent to in-market or from in-market to affinity) use audience expansion to reach users who are similar to your current audience segments. 


Advertisers that add custom intent, customer match, remarketing, or similar audiences to their Discovery ads have seen 81% higher conversion rates and 25% lower CPAs.1 Learn more about audience expansion.

  • Use what you know works: Choose audiences that are more likely to convert based on performance you’ve seen in your Search, Video and Display campaigns.

Why: Discovery campaigns rely on the same audience segments that are available in Search, Display, and Video. If you’ve seen success with these audiences in the past, we recommend starting with them for your Discovery campaigns as well, and consider starting with the following audiences: remarketing, customer match, custom audiences, or similar audiences to re-engage people who have shown interest in purchasing soon. 


Advertisers who see success with remarketing typically have thousands of users in their remarketing lists. If your remarketing list is receiving very low impressions, consider expanding its membership duration (how long you want your visitors or users to be remarketed to) from the default 30 days to a longer period.


Advertisers who use audience expansion with Discovery ads see 52% more conversions at a comparable cost-per-acquisition to their originally selected audience.2
  • Go farther with search intent: Include at least 10 converting Search keywords in each of your custom intent audiences.

Why: Using top-performing keywords from your search terms report and adding in additional category terms will help you reach relevant audiences who already have a strong, invested interest in topics related to the products or services you offer. 


Add in additional category terms as needed to reach your most qualified customers. 


If you own an athletic wear brand, by uploading at least 10 converting Search keywords in each of your custom intent audiences you can connect with potential customers who are actively researching topics like running gear, fitness, wellness, yoga pants, etc.  

  • Align your audience, creative message and conversion action. 

Why: Try mixing audiences suited to finding customers early in their consumer journey (like Affinity or In-market audiences) with conversions for later in the purchase journey (like purchases). This can help you reach the right audience with the right campaigns.


If you own an accounting firm and are looking to drive higher quality leads and website visits, you’d want your creative message to include “Learn more” or “Contact us” as a call-to-action instead of something like “Buy now.” You’d also want to use In-market audiences so you can reach people who may be actively searching for your accounting services.


1. Google internal data, Global, Q4 2019
2. Google Internal Data, Sep 2019-Jul 2020



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