Early this year, the BBC broke the news that Google announced that they’d be improving on Customer Experience by allowing users to ‘Mute’ Google Reminder Ads and customise what they see all over the web in both desktop and mobile experience. Through new features in Google Ads Settings, reminder ads, or those ads related to your previous searches that keeps popping up wherever you visit, can now be muted to give way for new advertisements to show up. Since not everything that a user has searched before can be applied all the time, Google saw this as irrelevant advertising since people just don’t engage with them anymore.
By going to the Ads Setting option in the Personal Info & Privacy section of My Account, users can now opt out of seeing personalised and reminder ads by clicking the TURN OFF button or selecting which topics you don’t like to be advertised of. For 90 days, users will be free of these ads, but accounts shall automatically be eligible for advertising after the 90 days have passed. But the option to cancel these muted ads can always be revoked by removing the topics or the categories that you’ve placed in the ‘topics that you don’t like’ pile.
Even though muting reminder ads is a plus for Google when it comes to satisfying customer experience, advertisers can take this move in a negative light since muting ads decreases their chances of selling their products or their services. But since Google’s top priority is to “build the tools that provide transparency and control over your data,” maybe it’s time for advertisers to improve on what content they market to avoid being muted.
Reaching the Google audience can be done in two ways. By making campaigns in Google’s Search Network and Display Network, advertisers can promote and raise brand awareness and promote their products and services by targeting audiences who are likely to buy what they offer based on their online behaviour. With Google’s Search Network, ads are displayed depending on keywords that match a user’s search query, while Ads in the Display Network are based on audience behaviour such as what they watch on Youtube or read in Blogger.
Advertisers should take this opportunity to improve their marketing content and digital marketing strategies
A research by Hubspot on Why People Block Ads, showed that over 73% of the 1,055 US & European surveyed in the study revealed that they don’t like Online Pop-ups and 70% don’t like Ads on their mobile phones because they feel that ads were intrusive and are disrupting what they are doing. Aside from that, 57% of those surveyed do not like online video advertising and 43% opt to not see online banner advertisements for additional reasons that they pose security concerns and they also affect load time and bandwidth usage. Due to these reasons and the fact that Google wants to improve the personal user experience, advertisements can now be muted.
Instead of taking this move by Google as a step backwards within digital marketing, advertisers should take this opportunity to reassess their content and see why audiences are opting to mute ads even though these ads that follow users around the web in both mobile and desktop browsing have been searched by users beforehand.
Advertisers should greatly consider audience feedback and better research about their community so that they can improve their digital marketing strategies especially when it comes to paid advertising. They should always set a cap or a limit to the audience they are reaching not only by customising the demographics they are targeting but also by adjusting the frequency of posts and not being an annoying advertiser that users would love to mute. Advertisers should take advantage of every option available so that they can customise their ads like ‘excluding’ those audiences that have already through the product from being advertised again with the same content.
Another option is for advertisers to move some of their campaigns to Facebook, Instagram and other platforms to reach a different audience and make new impressions worldwide. But most importantly, companies should focus more on making high-quality advertisements such as those with tasteful banners, polite messages, engaging audience impact and those done through natural means such as organic SEO.
Use Organic SEO and Paid Advertising wisely
If you need help with promoting your brand through Organic SEO or Paid Advertising, our Digital Marketing services can help you drive traffic to your website, increase brand awareness and eventually improve leads and sales. At Bureauserv, we use Organic SEO to advertise your posts and promote brand awareness. We use SEO friendly keywords and SEO-approved graphics to make sure that not only do our posts rank in Google but that the people who see our posts will engage with our brand.
Through organic or paid social media or Google advertising, we make sure that the quality of our content is in line and a reflection of the brand that we are promoting; and that our clients not only get their return on investment but they also achieve more towards establishing their brand within their given competitive markets.
At Bureauserv, our Digital Marketing services include Web Design & Development, Search Engine Optimisation, Social Media Management, Online Lead Generation, Branding, Graphic Design, and Email Marketing.