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Recently, Google’s Inside Adwords blog discussed the new AdWords Editor 12, which is now globally available with an updated design and several new features to make your daily campaign management easier. Headlining the enhanced features are custom rules, a setting that allows you to set rules based on your personal experiences or in line with Google’s best practice examples.
You can then easily check whether your campaigns or ad groups comply with a variety of standards, including the number of sitelink extensions, callout extensions, search partner targeting, ad rotation, remarketing, ad variations, conversion tracking, or inactive audiences. This comes in handy if you sense that your AdWords text ads could use some optimization. For those of you who still struggle to create highly relevant text ads (no small feat), or who need a more robust and scalable solution, smec’s AdEngine might be a better fit. The tool not only generates quality text ads for product-specific search queries using individualized ad templates, but also harvests the most relevant keywords for your audience.
Google aligns itself with the Coalition for Better Ads
Another change with implications for anyone actively advertising on the GDN is that Google joined the Coalition for Better Ads. This organization pushes for ads that are not perceived as annoying or intrusive by the online audience. This industry group provides a clear set of standards for ad improvement which are, as of June, supported by Google as well. These standards, in the long-run, aim at improving the browsing experience for consumers by making ads more useful and engaging, thus countering the rising use of ad blockers which takes a toll on advertisers as well as any companies or webmasters that financially depend on displaying ads on their websites.
Advertising helps support valuable free content, robust journalism and social connections across the internet. Consumers, however, are increasingly frustrated with ads that disrupt their experience, interrupt content and slow browsing. – Coalition for Better Ads
So, how does this change affect you? Google now provides an ‘Ad Experience Report’ which shows you which ads are typically perceived negatively and should thus be fixed. In addition, publishers will soon be able to ask adblock users to choose between enabling ads and paying for an ad-free pass. Most importantly, however, it has to be said that there are plans to prevent Google Chrome from showing ads if they do not comply with the Better Ads Standards. This process includes the restriction of ads served by Google and is planned to start in early 2018. Therefore, it definitely makes sense for digital marketers to read through and adapt to the Better Ads Standards!
Navigating the demanding world of display
While no all-in-one display advertising solution is offered by Smarter Ecommerce, we do offer support in this regard for select clients, advertising their display campaigns on the Google Display Network. We modify campaigns by target groups, adjust performance criteria, focus on a strong branding effect, target contextually through careful keyword selection, and select relevant websites, user groups and content.
In Smarter Ecommerce’s view, the decision of Google and other leading industry players to join the Better Ads initiative is a good one. The use of ad blockers has increased over the last years and the Coalition for Better Ads is the right step to counteract this development. Interestingly, the rise of mobile users also appears to have resulted in the coalition’s decision to define twice as many standards for mobile as for desktop.
Even though the standards currently signify suggestions rather than obligations, they provide an essential overview for marketers of ad formats which are perceived as annoying and lead users to opt for ad blockers. The exact impact of these changes will become clear once Google begins to enforce these Better Ads standards. The team at smec will continue to inform our clients and readers about best practices and common standards — including unobtrusive methods of overcoming banner blindness and generating the best display ad campaigns possible.