Understanding Google Discover and Advertising on It
Google Discover is a personalized content feed that appears in the Google app. It shows users content based on their interests, browsing history, and activity, using AI to curate articles, videos, and other content. This feed is designed to engage users with content they might find interesting without requiring them to search for it.
However, some users find that their feed is not perfectly personalized and often includes irrelevant results. This can happen despite efforts to interact with preferred content and adjust feed settings. Google Discover’s algorithm aims to balance personalization with variety, which sometimes leads to less relevant content appearing in the feed.
Advertising on Google Discover
To advertise on Google Discover, you should use Discovery campaigns. These campaigns are specifically designed for Google Discover, YouTube Home, and Gmail’s Promotions and Social tabs. Discovery campaigns allow you to create visually appealing ads that blend seamlessly with the feed, making them effective for engaging users.
While Performance Max campaigns can also target Google Discover, they are broader and cover multiple Google properties. If your goal is to specifically target Google Discover, Discovery campaigns are the best choice.
Optimizing Content for Google Discover
Here are some best practices to increase the likelihood of your content appearing on Google Discover:
High-Quality Content: Ensure your content is valuable, engaging, and relevant to your audience.
Visual Appeal: Use high-quality images and videos to attract attention.
SEO Best Practices: Optimize headlines, meta descriptions, and use structured data.
Fresh Content: Regularly update your site with new and timely content.
Mobile-Friendly Design: Ensure your site is optimized for mobile devices.
Engaging Headlines and Meta Descriptions: Craft compelling and relevant headlines and descriptions.
Structured Data Usage: Implement structured data to help Google understand your content.
User Engagement Signals: Focus on content that encourages user interaction and engagement.
Content Relevance and Timeliness: Provide content that is relevant to current trends and user interests.
Use of AMP and Web Stories (Optional): While not mandatory, AMP and Web Stories can enhance user experience and load times.
Importance of Relevance in Google Discover
Relevance is crucial in Google Discover because the platform aims to show content that aligns with the user’s interests and preferences. Even if personalization isn’t perfect, the algorithm attempts to surface content that will be interesting and useful. This relevance ensures that users find the content engaging and valuable.
Mnemonic for Google Discover Optimization: MRS VITAL
To make it easier to remember the key aspects of optimizing for Google Discover, use the mnemonic MRS VITAL:
M: Mobile-Friendly Design
R: Relevance and Timeliness
S: Structured Data Usage
V: Visual Appeal
I: High-Quality Content
T: Timely Updates
A: AMP and Web Stories (Optional)
L: Engaging Headlines and Meta Descriptions
By focusing on these areas, you can improve your chances of appearing in Google Discover and effectively engage your audience.