Google recently updated its ad muting tools to give users even more controls over ads that auto-play in your feed. In its blog post announcing this capability, Google reiterated its commitment to transparency and control over a user’s own data. The new tool allows users to go into their Google Ad settings and select which ads that are targeted at each user, and select them for a sound-off setting. In addition, it will engage ad muting across all of your devices.
Sounds great for users, but what about for marketers who are trying to get their ads in front of potential customers who have expressed interest in the product or service? After all, retargeting potential customers who may be solid prospects due to the interest they’ve expressed can be a successful arrow in a marketer’s quiver, while ad muting may seem like a killer.
The immediate reaction in the marketing world was that the sky was falling with the new Google ad muting tool. We think that’s an over-reaction. In fact, we are strong believers that the more that target customers believe that the ads they are seeing are appropriate and of interest – and not annoying, irrelevant, and out-of-date – the more likely they will have the confidence to engage with the ads.
Here are our four tips for making sure you online targeting will be successful, and not fall on deaf ears:
- Don’t use auto-play in your retargeting campaigns. This might seem obvious, but there’s a reason that Google upgraded its ad settings for users: They keep complaining about them. Yes, they do force viewers to react, but that’s not always a good thing. If a target audience wants to engage, they will do it because of the content, and not because of auto-play.
- Limit your retargeting for each user. One of the complaints about auto-play in response to Google’s announcement is that these ads often target users for months, even though the interest may have vanished after days. For our retargeting campaigns, we recommend no more than six ads. If the target customer hasn’t engaged at that point, we don’t believe additional placements will help.
- Make sure your ads have great creative. This should also be obvious. Target customers are far more likely to notice and react to an ad that gets their attention in a good way. That means professional creative with a message that says something to your targets. It doesn’t always have to be humorous or outrageous to get their notice. But it does need to be good.
- Make it count. Being relevant and timely is what users really want. That means paying attention to when the user expressed interest and acting quickly before they move on to another solution.