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Consumers are engaging with their personalized

feeds to discover new products

of Google feed users took a

shopping or product-related
action immediately after
discovering new products,
services, or brands on their feeds

Google/Ipsos, Google Feed Consumer Insights, April 2022, Online survey, US. Americans 18+ who made a discovery on at least one Google feed (feeds defined as Google app, Chrome app,
YouTube, Gmail) on a mobile device. Base: Feed users n=1,365
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Introducing product feeds for Discovery ads

Pull in rich product detail directly from your

Google Merchant Center product feed

Promote the right products to the right

people at the right moment with relevant ads

Harness the power of value bidding with

options like tROAS

On average, Discovery campaigns

optimized for sales or lead
generation conversion goals
achieve 45% more conversions at a
similar CPA by using product feeds.

Source: Google internal data, Global, November 2022. Based on an analysis of 458 advertisers who used Product feeds in 731 Discovery campaigns from August to November 2022.
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New for Discovery ads! Two new optional attributes in Google Merchant
Center powering inspirational formats for Discovery with product feeds

short_title lifestyle_image_link

A short title that will help users remember your An inspirational image that will capture users’
product or brand as they browse Discovery feeds attention as they browse Discovery feeds

Create thumbstopping moments by using your inspirational

product titles and images from your social campaigns
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Best practices for short_title and lifestyle_image_link GMC attributes

short_title lifestyle_image_link

● Recommended to be short (<65 chars) ● Use lifestyle images or model images showing
● Avoid SEO titles packed with keywords product used or worn in-context
● Avoid plain product images on white background

Recommended Not Recommended Recommended Not Recommended

Short and crisp Long title optimized for keywords Inspirational, in-context Product on plain white background

Wool funnel neck coat [Brand] Wool Funnel Neck Coat in

Charcoal ROCKIES Size Medium,
Men's Clothing

Stainless steel trash can 58L dual compartment rectangular

step can, recycler, brushed
stainless steel, trash can, [Brand]
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Choose the right bidding option for your goals

Max
Target CPA Target ROASBETA
Conversions

More conversions for More conversions within More conversions

Goal budget tCPA achieved at your target
ROAS

Less conscientious of Conscientious of Avg.

How Balancing spend and how
Avg. CPA CPA w/ aggressive tCPA
much users purchase
or tCPA goals goals

Recommended: Pairing product feeds with value bidding (Target ROAS) enables you to bid
more intelligently, optimize for value to your business and better manage your ROI.
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Puma turns window The Challenge

“Product feeds for Discovery ads
offered more ways to expand our
shoppers into buyers with In early 2022, German-based footwear, apparel, and sports brand
Puma sought to drive deeper consideration for a range of products. social-style assets across new platforms.
product feeds for As a user of multiple Google Ads solutions, including YouTube,
Search, and standard Discovery campaigns, the brand looked to The personalization and great
Discovery ads promote key product collaborations in innovative, visual ways during
key seasonal moments like Memorial Day and Father's Day.
performance made it easy to efficiently
scale our spend.”
— Ashley Anderson, Senior Director, Digital Marketing -
The Approach eCommerce, Puma
Having seen success with Discovery Campaigns previously, Puma
turned to the addition of product feeds to compliment their social
Puma - United States • www.puma.com
ads strategy. Puma was able to pair their lifestyle and social assets
alongside their product catalog to allow Discovery’s powerful
recommendation engine to promote key products to highly
interested audiences, like basketball, motorsport and back to school
46% 120% -19%
Increase in Engagement Cost Per
shoppers. The brand also helped Puma customers shift from ROAS vs. Rate Conversion
consideration to purchase by re-engaging them with products for Standard vs. Standard
which they've previously shown interest. Discovery Discovery

The Results
Product feeds for Discovery ads helped simplify the ad creation
Primary Marketing Objective(s)
process by enabling Puma to promote more relevant and ❯ Increase Consideration
personalized ads to drive sales. In comparison to Discovery
campaigns not utilizing product feeds, Puma was able to drive a Featured Product Area(s)
+46% increase in ROAS while lowering their costs by 19% from May
to August 2022. ❯ Discovery - Social ❯ Discovery - Product Feeds

About Google Ads: Google Ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise
marketer, Google Ads delivers reach, relevance, and trusted results to help you grow your business. Learn more at ads.google.com/home.
© 2022 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may
Google Discovery ads
be trademarks of the respective companies with which they are associated. Non-binding, Google proprietary. Metrics obtained from and
approved by client.
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Parfums Christian Dior The Challenge

Parfums Christian Dior is one of the most iconic brands of LVMH,
“Discovery product feeds increased
acquisition while maintaining a
achieves 50% increase in which is one of the world's leading luxury holding companies. Dior
sought to increase its visibility online and engage new audiences on hiqh-quality, tailored ad experience
purchases with Discovery its e-commerce website. The brand hoped to maximize its existing
performance and social strategies to highlight its best-selling items for our best-sellers. We also reached
ads, product feeds new levels of engagement that
to the most relevant and interested audiences.

The Approach complemented our existing social and

Dior built a strategy using Search, Shopping, and paid social ads, cross-product strategies."
and expanded it by adopting Discovery ads with product feeds. The — Tom Clavie, Head of Digital Acquisition, Parfums Christian
brand also reused social assets for its Discovery ads carousel Dior
layout and product catalog to increase engagement. Dior focused

3.8x 50% 36%

Luxury perfume, cosmetics, and skincare brand its campaigns toward micro-conversions (i.e. transactions, add to
EMEA - France • dior.com cart, session duration, and add to wishlist) to measure product
Agency Name: Labelium engagement levels.
Partnering with Labelium: Labelium provided a tailor-made Increase in Increase in Decrease in cost
approach to crafting a Discovery campaigns strategy for Dior. traffic purchases per qualified traffic
(vs Google Ads
(post-click)
account’s average
The Results CPC)

After adding product feeds, Parfums Christian Dior's Discovery

Primary Marketing Objective
campaign drove a 386% increase in website traffic and a 50%
increase in online sales. Using an extensive set of ❯ Increase Awareness (including consideration)
micro-conversions also helped the brand acquire new users that
were more likely to interact with Dior’s products at a 36% lower cost Featured Product Areas
compared to the Google Ads account’s average cost per click (CPC).
❯ Discovery - Social ❯ Discovery - Product Feeds

About Google Ads: Google Ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise
marketer, Google Ads delivers reach, relevance, and trusted results to help you grow your business. Learn more at ads.google.com/home.
© 2022 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may
be trademarks of the respective companies with which they are associated.
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The challenge
“Discovery's product-first, inspirational
UGG showcases its new Known for its iconic Classic boot and Fluff Yeah slipper, UGG is a layouts helped us drive even better ROAS
California based footwear and apparel company under Deckers
during our busiest season of the year.”
footwear to shoppers this Brands. During the 2021 holiday season UGG turned to Discovery ads
to drive sales and consideration for a wider range of its products, —Michelle Hernandez, Director of Omnichannel Media, Deckers Brands

winter with Discovery ads such as weather boots and outerwear.

The approach
UGG optimized its retail strategy by showcasing products from its
Google Merchant Center feed, uploading inspirational assets
designed to spark action across Google's personalized feeds on
497% 42% 46%
Return on Ad Higher ROAS vs. Higher Conversion
YouTube, Discover, and Gmail. The brand relied on first party
Spend (ROAS) 3.5X social Rate vs standard
UGG is a California-based footwear and apparel company. customer lists to re-engage people who previously viewed products benchmark Discovery ads
United States • www.ugg.com and categories on UGG's website.
Agency Name: Jellyfish
Partnering with Jellyfish: UGG worked with Jellyfish to build
campaigns around Max Conversions bidding using GMC feeds to Primary Marketing Objective(s)
showcase the brand's inventory in immersive, product-first layouts ❯ Online Sales ❯ Consideration
and expand this strategy to all other brands in Deckers' portfolio.

Featured Product Area(s)

The results
❯ Discovery ads with Product Feeds
Discovery ads delivered a strong increase in high-quality traffic to
UGG’s site, achieving a 497% ROAS, 42% higher than the 3.5X ROAS
Other Products Used
social media benchmark. These visual ads also proved more
engaging, achieving conversion rates 46% higher than the brand's ❯ Customer Match
traditional Discovery ads campaigns. As a result, Discovery ads is
now part of UGG’s always-on media strategy.

About Google Ads: Google Ads is a digital advertising solution for businesses of all sizes. Whether you’re a small business owner or enterprise marketer,
Google Ads delivers reach, relevance, and trusted results to help you grow your business. Learn more at ads.google.com/home.
© 2022 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may be
trademarks of the respective companies with which they are associated.
Resources
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Help Center content for Discovery with product feed setup

Help Center content for short_title and lifestyle_image_link

● short_title
● lifestyle_image_link

Developer information for ContentAPI for Shopping using CustomAttribute

Keep in mind the following advertising policies when using these GMC fields
● Google Ads advertising policies
● Inappropriate content policies
● COVID-19 related advertising policies