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Google Discovery ads are now updated with new features that help brands stand out on the most engaging ad surfaces.

• Products that spark interest in the audience
• Product-level reporting and data driven attribution
• Conversion Lift experiments can measure incremental impact

You can create new, more engaging layouts and product feeds. Advertisers have the option to use a variety of layouts such as portrait, square and carousels to create more engaging and impactful ads.

Advertisers can now show products to customers based on their intent and interests. To deliver more relevant ads, retailers can use lifestyle photos and short text from their Google Merchant Center catalogue.

Early tests have shown that including product feeds within Discovery ads with sales and lead generation goals can result in an average increase of 45% in conversions, Google claims.

Updated reporting, measurement. Advertisers will soon be able use product-level reporting to monitor the performance of their Google Merchant Center items in product feeds. This is based on metrics like impressions and clicks. This will allow retailers to identify which products are generating the most interest and then take appropriate business actions.

Data-driven Attribution (DDA) will allow Discovery advertisers to gain a better understanding of the performance of their campaigns in the Google ecosystem. This is available starting in Q2. DDA credits conversions according to how people interact with your ads. It also uses your account data in order to determine which campaigns have the greatest impact on your business goals. This information can be combined with automated bidding strategies such as Max Conversions for even more conversions.

Google estimates that advertisers who move to data-drivenattribution over other attribution models see an average increase in conversions of 6%.

Conversion Lift experiments. Google Conversion Lift experiments were introduced last year to accurately evaluate the effectiveness of campaigns. This measurement solution allows advertisers to calculate incremental conversions based either on users or geography.

Conversion Lift can be used by advertisers running both Video action and Discovery ads campaigns to combine their impact. To learn more, reach out to your Google account representative.

Dig deeper. Google has released the following announcement.

We care. These tools will help you optimize your ads more effectively. Advertisers can use product-level reporting to identify the products that are generating more interest and then take appropriate action. Data-driven Attribution helps advertisers accurately measure the business objectives of their ads, while Conversion Lift experiments provides insights into incremental conversions that were generated by their campaigns.

The post 3 New Google Discovery Ads Features was first published on Search Engine Land.