As of January 18th, 2017, Google image and video ads inside ad groups with no targeting methods will be eligible to show across the Google Display Network. That’s right, ads would certainly show to anybody and everybody, in every GDN location on the web. Starting January 18th, 2017, we’re making advertising for display and video campaigns simpler: ad groups with no targeting method selected will automatically be qualified to show ads on the Google Display Network, so long as these people have a bid set and one or more approved ad.
This may as well 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 to show ads on the Google Display Network
This is going to be a disaster, within our humble opinion. Consider the amount of small business owners which can be capable enough to manage their adwords PPC management, and can become a victim of an Opportunities Alert that explains how easy it really is to produce your first display campaign! These advertisers generally do not have the experience and comprehension of the potential ramifications of such a risky endeavor.
They’re also more unlikely so that you can afford the wasted spend that comes in addition to this kind of set it up and then forget it type campaign management that Google seems to push frequently (see: AdWords Express). Running untargeted ads on the GDN will be as good as a dentist in Cleveland spending money on a billboard in Times Square. At the very least… The least, choose an Affinity Audience of people that are likely in your target audience.
Don’t Panic, PPC Colleagues.
Google will almost certainly 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 begin to show ads just about everywhere. This really is therefore unlikely to negatively affect you and your existing campaigns. But down the road, be extremely careful when developing new display campaigns and be sure to take this up when training new hires.
Covering Their Butt.
The announcement from Google included as well this: It’s also a best practice to judge your targeting options whenever you create an advertisement group, so 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 is a best practice to avoid said new feature?
While this will more than likely do more harm than good, you will find a time as well as a spot for everything. After having a long debate, we came up with one scenario where you may want to test this by helping cover their extreme caution. Generally speaking, the looser your targeting, the cheaper the cost-per-click. If your product or service is totally new or relatively unknown, and your audience is in a tightly defined geographic location, this feature will help generate brand awareness at an inexpensive.
For instance, if you’re a B2B with an all new, niche item that would benefit a certain company, you may want to produce a new display campaign with one-mile radius targeting around the address from the company. Be sure to set a minimal frequency cap and consider excluding bad clicks from future targeting. To do so, produce a remarketing audience of users that came through this campaign and didn’t spend more money than two minutes on your own site. Exclude that list from that campaign and all of remarketing lists. Let us know how it operates out. We’ll be way over here… in a safe distance behind this concrete barricade, watching you test this through fire-resistant binoculars.