Since January 18th, 2017, Google image and video ads inside ad groups without targeting methods will likely be eligible to show over the Google Display Network. That’s right, ads would certainly show to anybody and everybody, in any GDN location on the web. Starting January 18th, 2017, we’re making advertising for display and video campaigns simpler: ad groups without targeting method selected will automatically be eligible to show ads on the Google Display Network, as long as these people have a bid set and one or more approved ad.
This could also say, “We’re making it simpler for inexperienced advertisers to blow away their budgets on our platform.” Adwords ad groups with no targeting method selected will automatically be qualified for show ads on the Google Display Network
This will be a disaster, within our humble opinion. Consider the volume of small businesses that are capable enough to control their PPC management services, and can become a victim of an Opportunities Alert that explains how easy it really is to produce the first display campaign! These advertisers generally do not have the experience and comprehension of the possible ramifications of these a risky endeavor.
They’re also more unlikely so that you can pay for the wasted spend that comes along with this sort of set it and end up forgetting it type campaign management that Google seems to push so frequently (see: AdWords Express). Running untargeted ads on the GDN will be competitive with a dentist in Cleveland investing in a billboard in Times Square. At the very least… The Particular least, choose an Affinity Audience of individuals which are likely within your target market.
Don’t Panic, PPC Colleagues.
Google will automatically pause any current display and video ad groups that don’t have a targeting method on that date. Thankfully, you don’t must worry that inactive ad groups will start to show ads just about everywhere. This is therefore unlikely to negatively affect you and your existing campaigns. But later on, be extremely careful when developing new display campaigns and make certain to create this up when training new hires.
Covering Their Butt.
The announcement from Google also included this: It’s additionally a best practice to judge your targeting options when you create an advert group, so that you can choose the one which best aligns together with your business goals. Don’t qqdpog love whenever a paid media engine adds a whole new feature and immediately adds a disclaimer stating that it must be a best practice to avoid said new feature?
Although this will more than likely do more harm than good, there exists a some time and an area for everything. After having a long debate, we came up with one scenario where you might want to test this out with extreme caution. Generally speaking, the looser your targeting, the cheaper the fee-per-click. If your product or service is completely new or relatively unknown, as well as your audience is in a tightly defined geographic location, this feature will help generate brand awareness at an affordable.
For example, if you’re a B2B with an all new, niche product which would benefit a certain company, you might want to produce a new display campaign with one-mile radius targeting round the address in the company. Make sure you set a minimal frequency cap and consider excluding bad clicks from future targeting. To do this, produce a remarketing audience of users that came through this campaign and didn’t spend more than two minutes on the site. Exclude that list from that campaign and all remarketing lists. Let us know how it operates out. We’ll be way over here… with a safe distance behind this concrete barricade, watching you test this through fire-resistant binoculars.