As of January 18th, 2017, Google image and video ads inside ad groups without any targeting methods will be eligible to show throughout the Google Display Network. That’s right, ads would just 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 without targeting method selected will automatically be eligible to show ads on the Google Display Network, as long as there is a bid set and at least one approved ad.
This may as well say, “We’re making it simpler for inexperienced advertisers to blow away their budgets on our platform.” Google AdWords ad groups with no targeting method selected will automatically be qualified for show ads on the Google Display Network
This is going to be a disaster, inside our humble opinion. Consider the volume of small businesses proprietors that are capable enough to handle their PPC management company, and definitely will become a victim of an Opportunities Alert that explains how easy it is actually to create your first display campaign! These advertisers generally lack the experience and knowledge of the potential ramifications of these a risky endeavor.
They’re also less likely so that you can afford the wasted spend that comes in addition to this sort of set it and end up forgetting it type campaign management that Google appears to push so frequently (see: AdWords Express). Running untargeted ads on the GDN could be competitive with a dentist in Cleveland paying for a billboard in Times Square. On the very least… The Particular least, go with an Affinity Audience of people which are likely inside your target market.
Don’t Panic, PPC Colleagues.
Google will almost certainly automatically pause any current display and video ad groups that don’t possess a targeting method on that date. Thankfully, you don’t must worry that inactive ad groups will quickly show ads everywhere. This is therefore unlikely to negatively affect you and your existing campaigns. But down the road, be extremely careful when developing new display campaigns and make sure to take this up when training new hires.
Covering Their Butt.
The announcement from Google also included this: It’s additionally a best practice to evaluate your targeting options when you create an advertisement group, so you can choose the one which best aligns along with your business goals. Don’t qqdpog love each time a paid media engine adds a new feature and immediately adds a disclaimer stating that it is a best practice to prevent said new feature?
Even though this will probably do more harm than good, you will find a some time and a spot for everything. Following a long debate, we developed one scenario where you might like to test this out with extreme caution. Generally, the looser your targeting, the cheaper the cost-per-click. If your product or service is totally new or relatively unknown, along with your audience is in a tightly defined geographic location, this feature might help generate brand awareness at a low cost.
For instance, if you’re a B2B with a brand new, niche product which would benefit a certain company, you may want to create a new display campaign with one-mile radius targeting across the address from the company. Be sure to set a small 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 money than two minutes on your own site. Exclude that list from that campaign and all sorts of remarketing lists. Let us know how it works out. We’ll be way over here… in a safe distance behind this concrete barricade, watching you test this through fire-resistant binoculars.