This is a guestpost by Alan Coleman, CEO of WolfgangDigital.com.
Remarketing, probably the greatest innovation in digital marketing since search marketing itself.
As digital marketers we love remarketing, we love remarketing for it’s ridiculously good display CTRs and we love remarketing for it’s “brand-term like” conversion rates. However as internet users we are probably not as enamoured right now.
We’ve all been haunted by unwanted remarketing ads.
We’ve been stalked from website to website by stale, irritating ads polluting our internet experience. Perhaps even dreaded watching videos on YouTube or logging into Gmail because we know we are going to see that same overexposed remarketing ad again!
Well the cavalry are finally here
Users now have the option to “Mute this Ad”, which means they can request to no longer see any ads from this AdWords remarketing campaign.
Not only is this great news for internet users, I believe it is great news for responsible remarketers.
Responsible remarketers are those who:
- Cap the frequency of their remarketing ads to a reasonable 3-5 per day.
- Understand that if their average purchaser buys within 5 days of their first click they needn’t remarket to their website visitors for the next 60 days or more.
- Exclude uninterested audiences such as those who have already purchased.
Any digital marketer worth his or her salt knows that Google is relentlessly focused on user experience and that Google uses Quality Score to reward advertisers who deliver a good user experience with cheaper traffic & more of it, and vice versa to punish advertisers delivering a bad user experience.
It is my humble opinion that Google will use these “Mute this” clicks as very strong signals that somebody is remarketing irresponsibly, and punish the offending advertiser by lowering their Quality Score.
If they do choose this policy it’s a wonderful win-win-win-win situation.
Users enjoy a better internet experience.
Publishers get more clicks & revenue from their ads
Responsible Advertisers are rewarded with better positions & cheaper traffic.Google has 3 happy stakeholders (which equals happy shareholders).Posted in Guest post, PPC |