Google has made notable changes in the last few years, including plans to end support for third-party cookies and launching its Google Privacy Sandbox initiative – and the tech giant is at it again. This time, updates are all about Google personalized ads. To help you understand how the new Google ad personalization impacts your advertising strategy, here’s our take.
Google Personalized Ads
Google has been talking recently about giving users more control, which is really what the heart of this new personalized ads experience comes down to. Later this year, the company is rolling out a feature that allows users to make choices about what ads they’re shown. A new three-dot menu will appear on all the ads across different sites, offering users the chance to share, block or report an ad, see who paid for it or find out why they were targeted with it.
Then, they can make changes based on their preferences. They can either head to the “My Ad Center” on Google to personalize their ads, or they can select the menu option that says “customize more of the ads you see.” From there, they can ask to see more of certain types of ads, fewer of certain types of ads, or change their settings to avoid entire groups of ads altogether (e.g. alcohol or weight loss).
How Does This Change Your Ad Strategy?
The new Google ad personalization efforts are, in our opinion, a good thing. They put power in the hands of buyers, and increase the likelihood that the people who will ultimately see your ads are actually interested in what you have to sell.
Yes, if you’re in a sensitive business (e.g. cannabis, plastic surgery), your ads may be essentially turned off by a lot of people – and seen less. But, the people who don’t want to be targeted with such content shouldn’t have to be, and probably wouldn’t have purchased from you anyway. So this way, your spend is going to audiences where it will be better received and result in greater ROI.
We all have yet to see how these Google personalized ads actually play out once in action, but for now, they seem like a win/win for advertisers and consumers alike. Need help figuring out your ad strategy? Give us a call!