As of January 18th, 2017, Google image and video ads inside ad groups with no targeting methods will be eligible to show throughout the Google Display Network. That’s right, ads would likely show to anybody and everybody, in almost any GDN location on the web. Starting January 18th, 2017, we’re making advertising for display and video campaigns simpler: ad groups with no targeting method selected will automatically be qualified to show ads on the Google Display Network, as long as they have a bid set and one or more approved ad.
This may also say, “We’re making it easier for inexperienced advertisers to blow away their budgets on our platform.” 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 volume of small business owners which can be capable enough to manage their PPC company, but will become a victim of an Opportunities Alert that explains how easy it is to generate the first display campaign! These advertisers generally lack the experience and knowledge of the possible ramifications of the a risky endeavor.
They’re also more unlikely in order to afford the wasted spend which comes along with this sort of set it and forget it type campaign management that Google appears to push so often (see: AdWords Express). Running untargeted ads on the GDN would be as effective as a dentist in Cleveland spending money on a billboard in Times Square. At the very least… The VERY least, go with an Affinity Audience of people which are likely inside your target audience.
Don’t Panic, PPC Colleagues.
Google will automatically pause any current display and video ad groups that don’t have a targeting method on that date. Thankfully, you don’t need to worry that inactive ad groups will start to show ads everywhere. 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 be sure to take this up when training new hires.
Covering Their Butt.
The announcement from Google included as well this: It’s another best practice to examine your targeting options any time you create an advertisement group, so you can 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?
Although this will likely do more damage than good, you will find a some time and an area for everything. Following a long debate, we developed one scenario where you might like to test this by helping cover their extreme care. In general, the looser your targeting, the cheaper the cost-per-click. If your product or service is totally new or relatively unknown, and your audience is in a tightly defined geographic location, this feature will help generate brand awareness at an inexpensive.
For instance, if you’re a B2B with a brand new, niche product which would benefit a particular company, you might want to develop a new display campaign with one-mile radius targeting round the address of the company. Make sure to set a minimal 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 your site. Exclude that list from that campaign and all sorts of remarketing lists. Inform us how 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.