At the time of January 18th, 2017, Google image and video ads inside ad groups without targeting methods will be eligible to show throughout the Google Display Network. That’s right, ads would likely 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 qualified for show ads on the Google Display Network, as long as they have 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 with no targeting method selected will automatically be qualified for show ads on the Google Display Network
This is going to be a disaster, in our humble opinion. Consider the amount of small businesses which are capable enough to handle their PPC management services, but will fall victim to an Opportunities Alert that explains how easy it is actually to create your 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 pay for the wasted spend which comes and with this kind of set it up and forget it type campaign management that Google generally seems to push so frequently (see: AdWords Express). Running untargeted ads on the GDN could 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 can be likely inside your potential audience.
Don’t Panic, PPC Colleagues.
Google will automatically pause any current display and video ad groups that don’t possess a targeting method on that date. Thankfully, you don’t have to worry that inactive ad groups will quickly show ads all over the place. 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 make sure to bring 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 advert group, to help you choose the one which best aligns together 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 in order to avoid said new feature?
While this will more than likely do more harm than good, you will find a some time and a spot for everything. After having a long debate, we developed one scenario where you might like to test this out with extreme care. Generally, the looser your targeting, the cheaper the cost-per-click. If your product or service is new or relatively unknown, along with your audience is in a tightly defined geographic location, this feature will help generate brand awareness at an inexpensive.
As an example, if you’re a B2B with a brand new, niche product which would benefit a particular company, you may want to produce a new display campaign with one-mile radius targeting around the address from the company. Make sure you set a small frequency cap and consider excluding bad clicks from future targeting. To accomplish 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 the way 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.