The increasing introduction of AdBlocking techniques are a challenge to digital advertisers – but are they the enemy at all?
With the rapid evolution of digital marketing, PPC experts need to keep up to date with a constantly changing digital environment. Along with the EUGDPR rolling out on the 25th of May this year, Ad Blockers, apps to block tracking and an increasingly tech-savvy userbase, advertisers now have even more to consider. Google has recently announced more options for users to control the kind of ads they see with a new tool that can give the user the option to mute an ad.
The new section on the Ads Settings area, “Your Reminder Ads”, allows users to see which companies are remarketing to them via Google’s ad network. Google introduced the ability for users to block retargeting during a 90-day period, giving them control over the ads they see and the option to mute them individually. This larger sense of control is Google’s way of continually addressing the 2015’s Pew study in which 93% of adults said that being in control of who can get information about them is important. However, muting only applies to websites using Google ad services; those that don’t still may appear to the user. While the “Mute Ad” tool has been around for a while, this function will now be cross-device, provided the user is signed in to their Google account.
Although this created yet another hurdle for advertisers to jump over, this is a feature that we as digital marketers should not be afraid of. Instead, we should use it to make our own advertising better and more relevant to the user rather than bugging them with reminder ads. While reminder ads can be useful to users, they are irrelevant if you aren’t shopping for your ex-girlfriend’s jewellery anymore. According to Google, they received more than 5 billion notices from users who muted ads that were not relevant. This feedback also led to the removal of more than a million ads from the Ad Network. This isn’t to say that users don’t want to see ads but that they only want to see ads that are relevant to them. As reported by PageFair’s 2017 Adblock Report,11% of the global internet population is blocking ads on the Web and Adblock usage grew 30% globally in 2016. This frustration can be blamed on bad practices of targeting without proper optimisations – meaning we sometimes create these obstacles ourselves.
SO, THE QUESTION IS, HOW DO WE SOLVE THESE PROBLEMATIC ELEMENTS?
I believe that the first step is to clean up. Here at 4PsMarketing part of Artefact, we strive to be the best across multi-channels. This entails tailoring ads to people that want them, even before they knew they were looking for them. With the recent push in our AI data department, it will be easier to anticipate these needs. We are constantly optimising our Ads to make them as precise as possible.
In addition to that, it’s good to be transparent. Ads sometimes have a bad reputation because of their aforementioned “spamming”, but well-targeted ads are useful to the user and narrow navigation leads the user to find what they are looking for. Our message is to redefine marketing by connecting digital and physical customer journeys. The journey is the most important part of navigating any digital road, and 4Ps is striving to smooth any bumps that the customer may find.
Considering other venues of advertising, the digital one is still young, and we are the ones taking care of it as it grows. It is our job to make it a place where the user feels valued and seen, and their demands and interests are met with the professionalism that any client would expect.
Here, at Artefact UK, we are the performance artists riding the changing tides.
Artefact UK isn’t just another data-led marketing agency. To discuss how your business could benefit from our focus across multi-channels and tailored ads, give us a call on +44 (0)207 607 5650 for a no-obligation coffee and chat about marketing and behaviour across all inbound channels.