At the time of January 18th, 2017, Google image and video ads inside ad groups without targeting methods is going to be eligible to show across 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 qualified for show ads on the Google Display Network, as long as there is a bid set and one or more approved ad.
This might as well say, “We’re making it simpler for inexperienced advertisers to blow away their budgets on our platform.” Google AdWords ad groups without any targeting method selected will automatically be eligible to show ads on the Google Display Network
This is going to be a disaster, inside our humble opinion. Consider the amount of small businesses that are capable enough to manage their PPC campaign management, and definitely will fall victim to an Opportunities Alert that explains how easy it really is to generate the first display campaign! These advertisers generally lack the experience and comprehension of the possible ramifications of the a risky endeavor.
They’re also more unlikely in order to afford the wasted spend which comes and with this type of set it up and 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 Particular least, opt for an Affinity Audience of people which can be likely within your target audience.
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 need to worry that inactive ad groups will quickly show ads all over the place. This really is therefore unlikely to negatively affect you or your existing campaigns. But later on, 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 also a best practice to evaluate your targeting options when you create an ad group, to help you choose the one that best aligns along with your business goals. Don’t qqdpog love when a paid media engine adds a brand new feature and immediately adds a disclaimer stating that it must be a best practice to prevent said new feature?
While this will likely do more damage than good, there is a some time and an area for everything. After having a long debate, we came up with one scenario where you might like to test this by helping cover their extreme care. In general, the looser your targeting, the cheaper the price-per-click. If your products or services is totally new or relatively unknown, and 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 that would benefit a certain company, you may want to produce a new display campaign with one-mile radius targeting across the address of the company. Make sure to set a minimal frequency cap and consider excluding bad clicks from future targeting. To accomplish this, create a remarketing audience of users that came through this campaign and didn’t spend more than two minutes on your site. Exclude that list from that campaign and all remarketing lists. Inform us how it works out. We’ll be way over here… with a safe distance behind this concrete barricade, watching you test this through fire-resistant binoculars.